Ambush-Marketing is defined as the practice by which a rival company attempts to associate its products with an event that already has official sponsors.
A great example for Ambush-Marketing was executed by Puma during the 1996 Olympic Games.While the official sponsor of the event was Adidas, Puma had the british sprinter Linford Chrisite wear contact lenses with their logo engraved into them. As the result, all the attention now was on Puma who had achieved a maximal amout of attention with a minimal amount of effort.