Event Ambushing: How Smart Brands Win Big Without Sponsorships

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Howdy, marketer!

Not every brand can afford to be an official sponsor at the Super Bowl, the Olympics, or any massive cultural moment. 

These sponsorships cost millions. And often, there are rules around what a brand can and can’t do once they sign that check. 

But other brands have found ways around this. 

Also known as ambush marketing, this strategy is when a brand finds a way to insert itself into the buzz, the narrative, the spotlight - without actually sponsoring the event. 

It's a smart, sometimes cheeky, way to ride the wave of public attention when everyone’s watching something big.

It’s not about faking sponsorship. It’s about finding a way to show up - loudly, clearly, creatively - without the price tag. 

But it’s also not just “gatecrashing.” There’s nuance to it. 

And when it’s done right, it wins attention, earns media, and creates moments people talk about.

Let’s break down how this works - and what makes it so clever when brands pull it off.

Today's Treasure Trove

• Pele and Puma

• Rihanna at the Super Bowl: 

• Nike at the London Olympics (2012)

• Why Brands Do It:

• So, Should Every Brand Try This?

• Wrap Up

Pele and Puma

This one’s a marketing legend.

The year is 1970. It’s the FIFA World Cup. 

Pele - the biggest footballer in the world - is about to play one of the most-watched matches of his career. 

Everyone knows the cameras are going to be on him. He knows it. Puma knows it.

Here’s where it gets interesting.

Pele wasn’t officially tied to Puma. In fact, Puma and Adidas were intense rivals at the time. Both companies wanted Pele. 

But they drew a “Pele Pact” where they avoided pitching to him as the bidding would be too expensive. 

So instead, Puma found another route.

Right before the match starts, Pele slowly ties his Puma boots - and the cameras zoom in. Everyone watching sees it.

No logo needs to be mentioned. No tagline is necessary. But the message is clear: Pele wears Puma.

He was paid $120,000 for this. 

A strategic moment that was seen by millions and talked about for years.

It wasn’t loud or disruptive, yet incredibly effective.

And most importantly - it worked because it felt real.

Rihanna at the Super Bowl: 

Fast forward to 2023. Rihanna headlines the Super Bowl halftime show - a massive event with over millions of viewers. 

She isn’t paid for the performance. That’s how the Super Bowl works. Artists don’t get a paycheck; they get the exposure.

But took the opportunity to promote her brand, Fenty Beauty.

Mid-performance, in front of the entire world, she casually reaches into her pocket, pulls out a compact from Fenty, and touches up her makeup. 

That moment went viral. 

It was a move so natural, so unforced, that it became the ad without being one.

Rihanna reminded the world that she’s not just a performer - she’s a businesswoman, using the biggest stage in the world to market her product.

Nike at the London Olympics (2012)

Adidas was the official sponsor of the London Olympics. They had the rights. They were everywhere.

But Nike still found a way in.

The athletes could still choose who they want to partner with, so Nike associated itself with 400 athletes.

They created a special edition of shoes- neon green with a black Nike logo that immediately  stood out in contrast to olympic tracks. 

They also launched a campaign called “Find Your Greatness”, which featured everyday athletes - not at the Olympics, but in places called London around the world. 

London, Ohio. Little London, Jamaica. London, Canada.

The message was subtle but powerful: greatness isn’t only on the Olympic stage - it’s everywhere. It’s in the spirit of a common teenager who aspires to be an athlete. 

Nike never mentioned the Olympics. But they made you think of it. In fact, 37% of people associated the London Olympics with Nike, compared to 24% who associated it with Adidas. 

And this was the second time that Adidas was outsmarted by its competitors. 

Why Brands Do It:

Attention is expensive.

Big events like the Olympics or World Cup or the Oscars attract the kind of attention brands would kill for. The problem is, not every brand can afford to play by the rules. 

Sponsorships are costly, and even then, you're one of many logos in a sea of partners.

Event ambushing flips that model. 

You don’t pay to get in - you create a moment that puts you in the conversation anyway.

When done right, it can give you a bigger spotlight than the actual sponsors. 

That’s the holy grail: getting the attention without the fee.

Plus, it’s more agile. Sponsorship deals take months to lock in. 

But ambushing can be fast, reactive, in-the-moment. 

A good event ambush:

• Feels relevant to the moment.
  

• Aligns with the brand’s personality.
  

• Doesn’t mislead the audience.
  

A bad one feels like an ad crash - awkward, disruptive, or worse, disrespectful.

So, Should Every Brand Try This?

Not really.

Event ambushing works best for brands that are culturally tuned in, have a bit of swagger, and are okay with playing outside the lines. 

It requires bold thinking, fast decision-making, and a sharp creative eye.

It’s not a strategy you build your whole marketing plan around. But it’s a powerful move when used at the right time.

Wrap Up

Event ambushing isn’t new. And it’s not a magic trick.

It’s a smart way to play the game differently. 

When done right, it's more about cultural participation.

And being part of the conversation - without begging for it - is a move worth making.

✌️,

tom from marketer gems