: The relationship between ethics and sport and its institutionalization in society is one of the central issues that can be widely considered as a source of great social and ethics transformation. The purpose of this study is to investigate how sport ethics are institutionalized from the view-
point of sports practitioners.
: The method of qualitative research was based on the systematic data approach of the foundation using the grounded theory. Contributors were in the field of ethics for sport experts. The sample included 20 of these specialists. The sampling method was ttargeted sampling method and sampling continued to achieve theoretical saturation. The research tool was the use of deep interviewing. Data were analyzed through grounded theory which consists of three stages, open cods, axial and selective coding.
: The results of data analysis in three stages, open source, axial and selective coding, indicated 21 items that were categorized in a paradigmatic model including: causative conditions (internal motivations, environmental factors), background conditions (institutions, institutional factors, factors Legal), mediating conditions (media environment), strategies (managerial, educational) and outcomes (economic, social and cultural).
: The results of the research show that the culture of ethics in sport through the coordination of institutions as well as role models such as athletes and stars in this field through the participation of mass media and the system of punishment and reward can be effective in the institutionalization of ethics in sport.