The unauthorised use of an event without the permission of the event owner is known as:

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Ambush marketing is the practice of capitalizing on the goodwill of a major event without permission, thereby poaching the attention that event generates. This may involve using a similar name or logo, or simply setting up nearby in order to intercept attendees. It can be expensive for event organisers and can lead to confusion amongst customers who may not be able to tell the difference between the genuine product and the imposter.

The Unauthorised Use of an Event Without the Permission of the Event