Ambush Marketing Risk Management with Emphasis on Creating a Mentally Healthy Atmosphere at Sporting Events

One of the things that has to do with the psychological atmosphere is the environment. So that environmental conditions can attract people in social groups, which is very important from a social perspective. Undoubtedly, improving the social situation through environmental capacities can create desirable effects in all areas (3). One of the most important environments in the present age is the environment of sports. Creating suitable environmental conditions in sports can improve the performance and quality of sports and bring good conditions for communities (4). Paying attention to sports and identifying its positive effects in society has been able to determine the social and cultural capabilities of sports more than before (5). But some marketing activities play an important and key role in improving sports. Ambush marketing is one of the marketing activities that has always been implemented in sports.Evaluating the functions of ambush retrieval on some behaviors and attitudes of individuals has always been questionable. The uncertainty of the effects of ambush marketing in some environments has caused the problems caused by ambush marketing in some environments, including sports, to remain unclear today (12). Due to the functions and concepts related to ambush marketing, its effects on the environment, including in sports, are identified as an ambiguous issue. The uncertainty of the effect of ambush marketing on the psychological atmosphere of sporting events has led to the fact that today an operational solution for ambush marketing management to reduce the existing psychological damage caused by this type of marketing is quite obvious. On the other hand, the ambiguity about the effects of ambush marketing on the psychological atmosphere of sports events has caused the concern of managing and controlling ambush marketing as an important and key aspect. So the researcher seeks to answer the question of whether ambush marketing risk management affects a healthy mental climate? Does the research model fit well?

The present study was an applied study that was conducted in a survey and field. To conduct this research, 160 people were selected from the managers, officials and supervisors of sports caravans by available-random sampling method as a research sample. Then, a researcher-made questionnaire including 21 questions and two components of ambush marketing management (17 questions and 8 sections including factors related to spectators, marketing, technical-managerial, cultural, event and sports related, sponsor, legal and media) He was mentally healthy (4 questions) and was scored based on the Likert 5 value spectrum. It was distributed and collected among the sample. Finally, in order to analyze the data, the method of structural equations using SPSS and PLS software was used.

The results showed that more than 81% of the sample were men and less than 19% were women and more than 63% were married. And more than 81% of the sample were people with a university degree. Also, according to the level of t-relationships, it was found that ambush marketing risk management has an effect of 0.812 on a healthy mental atmosphere (Table 1). On the other hand, it was found that the research model has a good fit in all indicators (Table 2).

The results showed that ambush marketing risk management improves the creation of a healthy mental atmosphere in sporting events. In other words, investing in improving the management status of ambush marketing risks causes the necessary platform to improve a healthy mental atmosphere in sports events. In interpreting this issue, it should be noted that ambush marketing risk management by involving values and ethics in sporting events can pave the way for the development of ethical activities in this regard. On the other hand, ambush marketing risk management by improving the situation of various aspects including factors related to spectators, marketing, technical-managerial, cultural, event and sports related, sponsor, legal and media causes the process of improving environmental health. Accelerate at sporting events. In other words, ambush marketing risk management can improve the mental and psychological conditions of sporting events by improving environmental health. This shows that ambush marketing has undesirable functions in the mental and psychological spheres, which will have adverse effects on sporting events and their audiences.