When a brand is associated with a major sporting event, such as the Olympics, without any intentional or indirect effort on the brand's part, it is:

Question

Quizplus · Accepted Answer

Incidental ambush marketing is when a brand becomes associated with a major event without any intention to do so. In this case, the brand is not actively trying to ambush the event or another sponsor, but may benefit from the association without spending any money on sponsorship.

When a Brand Is Associated with a Major Sporting Event