There is a workaround to trick the installer into thinking it is doing a same-version Repair Install
which is an in-place Upgrade over itself.
You would need the Professional installer which can be unlocked in Ultimate by extracting the ISO with ImgBurn then run the eicfg removal tool
to unlock all versions, burn to DVD using ImgBurn at 4x speed.
Before I give you the steps for the workaround: How do you plan to activate Professional version?