The Relationship between the Spectator's Knowledge and Attitude toward Ambush Marketing in the Iranian Football Premier League

The current research has been done to determine the knowledge and attitude of the Premier Football League fans and their relationship toward Ambush Marketing according to demographic characteristics. The research method was correlational and survey. The statistical population was attending spectators of Ghadirs football stadium in the city of Ahvaz. The number 236 were selected randomly as sample. The data collected through the research madden questionnaire. To analyze the data one sample t test, Pearson correlation, unilabiate analysis of variance and regression were used. The results showed that knowledge and attitude of spectators toward Ambush Marketing is suboptimal and in which, spectators are indifferent to Ambush Marketing. Also, the results of this study indicated that there is significant relationship only knowledge related ambush marketing and only in demographic variables: spectators experience and level of education. Finally, knowledge about Ambush Marketing can predict attitude toward Ambush Marketing. According to the study, can provide solutions to increase knowledge of spectators about Ambush Marketing through football League trademark and also sport clubs, and attract more financial sponsors for investment in football league.