DOI: 10.1177/21582440231192915 ISSN:

Sports Marketing and Conceptual Evolution: A Bibliometric Analysis

Suraj Kushe Shekhar, Mohd Asif Shah
  • General Social Sciences
  • General Arts and Humanities

Sports marketing is a branch of marketing that focuses on promoting sporting events and teams and advertising other products and services concerning sports. This study employs a bibliometric analysis of sports marketing based on Biblioshiny, a web interface for bibliometric analysis. Through a bibliometric examination of the existing literature in sports marketing, this study analyses the literature by addressing existing and emerging areas and advocating for more attention to the thriving sports sector. Results are interpreted under different sections like dataset, sources, authors, documents, clustering, conceptual structure, intellectual structure, and social structure. It is reported that sports marketing had piqued the interest of various marketing publications since its widespread adoption. The majority of the criteria and collaboration were found to be led by the USA. However, there was seldom any coordination among the several continents. More cooperation between continents is required to take advantage of sports marketing tactics around the world as there are numerous top leagues taking place in sports like football, cricket, and so on. It is suggested that to increase the visibility of sports marketing initiatives, more work is required in niche areas like sponsorship, attitude, image, sports knowledge, and so on. The limitations, implications, and future search areas are also suggested in the paper.

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