The research aims to identify the role of ethical marketing practices in improving the mental image of the brand of football clubs, by studying ethical marketing practices related to (market targeting, product, pricing, promotion, distribution) and its role in improving the mental image of the brand (acceptance, trust, quality, reliability, fame). the researcher used the descriptive approach, and a questionnaire was designed for the most important ethical marketing practices, and a questionnaire was designed for the mental image of the brand, and it was applied to a sample of (858) consumers, a set of results were reached, the most important of which are: Many football clubs apply marketing ethics to preserve existing consumers and attract new ones. The mental image of the football club brand is affected by the extent of these clubs' commitment to ethical practices in sports marketing. The most effective ethical practices in improving the mental image of the brand of football clubs are product-related practices. Then promotion, price, distribution, market targeting.