INVESTIGATING THE STATE OF AMBUSH MARKETING IN FOOTBALL AND WRESTLING

Authors

  • Farshad Tojari Professor, Sport Management, Islamic Azad University, Central Tehran Branch, Tehran, Iran
  • Zinat Nikaeen Assistant Professor, Sport Management, Islamic Azad University, Central Tehran Branch, Tehran, Iran
  • Marjan Shirahmad PhD, Student of Marketing and Media Sport, Islamic Azad University, Central Tehran Branch, Tehran, Iran
  • Kaveh Mirani PhD, Student of Marketing and Media Sport, Islamic Azad University, Central Tehran Branch, Tehran, Iran

DOI:

https://doi.org/10.46827/ejpe.v6i11.3690

Keywords:

marketing, ambush marketing, football, wrestling

Abstract

One of the modern ways of investing in sports and advertising is through sports. Along with financial backers, the ambush marketing phenomenon has been around for three decades. In Iran, one of the weaknesses is the lack of rules and weakness in the implementation of marketing laws. Football and wrestling are popular sports in Iran and have significant sponsors. The purpose of this study was to investigate the situation of ambush marketing in football and wrestling. The present study is of qualitative type. The statistical population includes 12 professionals: professors of sports marketing, media officials, the Football Federation, and football wrestling and financial support. Research tools are semi-structured interviews and research methods, content analysis and thematic analysis using Nvivo8 software. The research results showed that the term hidden marketing should be used instead of ambush marketing, and strict legislation and heavy financial penalties are required by lawmakers. Although major sporting events such as the Olympics and the FIFA World Cup are more common in Western countries, we can also use their methods and rules to protect the rights of sponsors and prevent ambush marketing.

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Author Biographies

  • Farshad Tojari, Professor, Sport Management, Islamic Azad University, Central Tehran Branch, Tehran, Iran
    Professor Farshad Tojari, Islamic Azad University, Central Tehran Branch, Tehran, Iran. Research interests: sports management, sports and media, sports psychology.
  • Zinat Nikaeen, Assistant Professor, Sport Management, Islamic Azad University, Central Tehran Branch, Tehran, Iran
    Assistant Zinat Nikaeen, Islamic Azad University, Central Tehran Branch, Tehran, Iran. Research interests: organizational behavior in sports, sports management, brand and sports, sports federation studies.
  • Marjan Shirahmad, PhD, Student of Marketing and Media Sport, Islamic Azad University, Central Tehran Branch, Tehran, Iran
    Marjan Shirahmad, Islamic Azad University, Central Tehran Branch, Tehran, Iran. Research interests: sports marketing, sports development, sports media.
  • Kaveh Mirani, PhD, Student of Marketing and Media Sport, Islamic Azad University, Central Tehran Branch, Tehran, Iran
    Kaveh Mirani, Islamic Azad University, Central Tehran Branch, Tehran, Iran. Research interests: sports marketing, sports decision making, sports media, social performance of sports managers.

References

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Published

2021-04-20

Issue

Vol. 6 No. 11 (2021)

Section

Articles

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