http://www.ambushmarketing.com

Jerry Welsh, the person who coined the term Ambush Marketing, had this to say:

“The argument that, if I’m an inventive non-sponsor,
mining the sponsored thematic space in a clever way,
the public may come to think of me as an Olympic
sponsor, is not an argument supporting non-ambushing
activities, but is rather a possible testament to the
marketing skills of a non-sponsoring competitor.”

You can read the full article here:

http://www.poolonline.com/archive/issue19/iss19fea5.html

…and learn more about him here.

http://www.poolonline.com/bios/biojwelsh.html