In collaboration with Payame Noor University and Scientific Association of Sports Management of Iran

Document Type : Research Paper


1 Ph.D. Student of Sport Management, Department of Physical Education and Sport Science, Science and Research Branch, Islamic Azad University, Tehran, Iran.

2 Professor, of Sport Management, payame Noor University, Tehran, Iran

3 . Associate Professor Sport Management Associate Professor, Department of Sport Science, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

4 Professor, Department of Physical Education and Sport Science, Science and Research Branch, Islamic Azad University, Tehran, Iran.

5 Assistant Professor, Department of Physical Education and Sport Science, Science and Research Branch, Islamic Azad University, Tehran, Iran.


Designing ambush marketing model in Islamic Republic of Iran Football Premier League
Nowadays, one of the main factors influencing economy in the world is sport. For this purpose, in recent years, commercial support of athletic events has increased continuously. It is believed that popularity of marketing through financial support has resulted in emergence of a new marketing strategy called ambush marketing. Events such as Football Premier League competitions is an ideal condition for special marketing activities such as ambush marketing, a strategy in marketing knowledge which pays attention to the efforts of business competitors to enhance its position.
Present research has been compiled with the objective of designing ambush marketing model in Football Premier League of Islamic Republic of Iran. Qualitative research method is considered a post-modern research method according to descriptive survey strategy. Research statistical population includes all sport marketing experts who were selected for interview using purposive and snowball sampling methods. 15 experts in the field of sport management and marketing are regarded as the sample volume. Reliability and validity of research was confirmed by related experts. In order to analyze gathered data, descriptive (frequency percentage, Shannon formula) and hidden content analysis techniques were applied in the format of phenomenological strategy using MAXQDA18software. Findings indicate economic and financial, social, media, management, legal, ambush marketing tactics and strategies including motivational and ethical factors are factors influencing ambush marketing. Sponsors and organizers of event disapprove ambush marketing and believe that effective standards should be established to prevent its prevalence.


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