Event ambushing is a clever marketing strategy where brands capitalize on major events without being official sponsors, allowing them to gain attention at a lower cost. Examples from Pele, Rihanna, and Nike illustrate how brands can creatively insert themselves into conversations, leveraging cultural moments for impactful marketing. However, this approach requires a keen understanding of the cultural landscape and should be used selectively.

The article discusses the recent sponsorship deals announced by Tata Consultancy Services (TCS) for major marathons, highlighting their commitment to promoting health and wellness through sports. It outlines the strategic significance of these partnerships in enhancing TCS's brand visibility and engagement with both local and global audiences.