Sports marketing: research advances

Authors

  • Rolando Eslava-Zapata Universidad Libre Colombia, Cúcuta, Colombia
  • Verenice Sánchez-Castillo Universidad de la Amazonia, Florencia, Colombia
  • Carlos Gómez Cano Corporación Universitaria Minuto de Dios, Bogotá, Colombia

Keywords:

Sport Marketing, Social Media, Gambling

Abstract

This article aims to conduct a bibliometric study of sports marketing to know the research trend. For this
purpose, a bibliometric analysis is carried out with articles published in the English language from 2004-2025 in the Scopus database. The search result is 4,659 documents analyzed with the VOSviewer program. The results reveal that the scientific production of sports marketing has been increasing in recent years. The countries with the highest scientific production in sports marketing are the United States (1448), the United Kingdom (460), and Australia (445). It is also evident that research is currently focused on studying social media and gambling due to
the use of digital platforms and the promotion of sports betting. It is concluded that researchers have important challenges to continue generating knowledge about the new strategies used by sports companies to position their brands and to explore the regulatory environment that arises in the context of the generation of content on social networks and the bets that are made in the media on the results of sporting events.

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Published

2024-12-20

How to Cite

Eslava-Zapata, R., Sánchez-Castillo, V., & Gómez Cano, C. (2024). Sports marketing: research advances. Arrancada, 24(49), 411–421. Retrieved from https://revistarrancada.cujae.edu.cu/index.php/arrancada/article/view/714

Issue

Vol. 24 No. 49 (2024)

Section

Contenido

License

Copyright (c) 2024 Rolando Eslava-Zapata, Verenice Sánchez-Castillo, Carlos Gómez Cano

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