A promotion tactic designed to associate a company, product, or service with a particular event, or to attract the attention of people attending the event, without payment being made for an official sponsorship.
To capitalize on the goodwill of a popular sponsored event.
Intentionally confuse the public for considering the brand to be the main sponsor.
to deflect some attention away from the competing sponsors
to reduce the effectiveness of their communication while also undermining the value and the quality of the sponsorship opportunity that was sold
For associating the product with the event
Super Bowl in US
Social networking site by Nike and Google
Dutch beer company(Bavaria) in the recent World cup match