Background: Nowadays, marketing has become a topic of interest from the perspective of ethical research, so the present study has been compiled with the aim of investigating ambush marketing in the Premier League of the Islamic Republic of Iran with an ethical approach.
Method: The present research is a paradigm of interpretive research, qualitative approach, grounded theory strategy and hidden content analysis tactics. The statistical population of the study included all professors of sports management and marketing and managers of Iranian Premier League football teams. Fifteen people were selected for in-depth interviews using targeted techniques and snowballs as a sample. To analyze the data, descriptive statistical techniques (frequency percentage, listening formula) and hidden content analysis technique in the form of phenomenological strategy (open and axial coding) by MAXQDA18 software were used.
Results: Based on the results in Shannon matrix, the ethical factor cod axis with 25 initial codes with a total frequency of 68 was explored in the form of two categories of ethical views and immoral views in ambush marketing. The results showed that unethical competition between official supporters and informers, stealing attention and destroying other brands are the most important factors affecting the emergence of ambush marketing from an ethical perspective.
Conclusion: The results of the research can be considered for planning and providing solutions related to persuading sponsors and sponsorships in connection with ambush marketing.