埋伏式营销——即非赞助商借大型体育赛事推广自己的品牌——自10年前突破界限以来一直在稳步增长。

Ambush marketing-piggy-backing on a big sporting event by non-sponsors-has grown steadily since the practice burst out of bounds a decade ago.

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因为，派发帽子属于一种“埋伏式营销”手段，商家妄想不支付赞助费就在体育赛事中推广自己的品牌。

The hats were an "ambush marketing" campaign, in which companies try to promote their brands at sporting events without paying sponsorship fees.

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“埋伏式营销”使非赞助商在某体育活动中因貌似赞助商而大赚一笔，最明显的体现是在温哥华冬奥会和2010南非世界杯赛上。

Ambush Marketing—Cashing in at an event by taking on the appearance of a sponsor of the event. Most obviously displayed at the Vancouver Winter Olympics and South Africa's World Cup 2010.

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