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The practice of capitalizing on an event without paying sponsorship fees, thereby undermining official sponsors. An example in sports marketing is when a brand uses a major sporting event in their advertising without being an official sponsor, attempting to associate itself with the event indirectly.

Marketers must accurately represent the products and services offered, without misleading claims. An example is ensuring the performance-enhancing features of a sports shoe are scientifically proven before such claims are made in commercials.

Respecting the data privacy of consumers in sports marketing is an ethical must. An example is when sports apps collect user data for improvement but must ensure they do not misuse the information or share it without consent.

Ethically, marketing should steer clear of suggesting or endorsing the use of performance enhancement drugs. For example, a sports supplement company should not imply its products are akin to banned substances in their effectiveness.

Ethical principles demand equitable treatment and inclusion of all athletes, regardless of gender, race, or background, in sports marketing activities. For instance, a sports apparel campaign should feature a diverse range of athletes to promote inclusivity.

Ethical marketing should not encourage unsafe practices or overconsumption that could harm health. For example, sports drinks should not be marketed in a way that encourages excessive consumption which might be harmful to health.

Using stereotypes in marketing, especially in sports, is considered unethical. An ad that portrays a certain gender or race favoring particular sports roles reinforces negative stereotypes and undermines efforts in promoting equality.

The ethical issue of being open about the relationship between an athlete and a product or brand they endorse. In sports marketing, it's important for an athlete to disclose if they are being paid to endorse a product. Example: A football player should make it clear if they're sponsored by a sports drink brand when promoting it on social media.

Sponsorships from alcohol and tobacco companies in sports is a hotly debated ethical issue. An example is the ethical concerns around advertising alcoholic beverages during sports events that are widely watched by children.