Analyzing the Ambush Marketing in Iranian Football Media (Case Study: The 2019 Asian Cup)

Document Type : Research Paper

Authors

1 Master's Degree in Sports Management, Sports Sciences Research Institute, Tehran, Iran

2 Assistant Prof. in Department of Sport Management, Sport Sciences Research Institute, Tehran, Iran

Abstract

The objective of this research is to analyze ambush marketing in Iran's football, AFC Asian Cup 2019. This research is applied in terms of purpose. The research method is mixed (quantitative and qualitative content analysis). The statistical population in the first section is the media that had carried out ambush marketing, and the sampling method was complete enumeration. In this regard, based on Alexa website, 30 most visited Iranian websites and national media during Iran's national team matches during the event and live broadcast of Iran's football matches through Iran's television during the team's presence in the event, a total of 81 cases of ambush marketing advertisements were identified as research samples. In the second section, to identify prevention and response methods, the statistical population includes experts familiar with the research topic at the Iran Football Federation, who based on a targeted and judgmental sampling method, 5 people were identified as research samples. The data collection tool in this research was conducted in two ways; in the first part, to identify the status, the researcher-made checklist was used and in the second part, to identify countermeasures against ambush marketing, a focused focus group was created. The results of the research showed that the most common type of ambush marketing used was brand infringement and the most common strategy used by industries and organizations was supporting the broadcast of an event. Considering the research findings, some executable solutions have been proposed that can guide the managers of the Iran Football Federation.

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References

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History

  • Receive Date: 05 December 2021
  • Revise Date: 22 January 2022
  • Accept Date: 24 March 2022

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