International Journal of Sports Marketing & Sponsorship

Scope & Guideline

Illuminating Consumer Behavior in Sports

Introduction

Delve into the academic richness of International Journal of Sports Marketing & Sponsorship with our guidelines, detailing its aims and scope. Our resource identifies emerging and trending topics paving the way for new academic progress. We also provide insights into declining or waning topics, helping you stay informed about changing research landscapes. Evaluate highly cited topics and recent publications within these guidelines to align your work with influential scholarly trends.
LanguageEnglish
ISSN1464-6668
PublisherEMERALD GROUP PUBLISHING LTD
Support Open AccessNo
CountryUnited Kingdom
TypeJournal
Convergefrom 2007 to 2024
AbbreviationINT J SPORT MARK SPO / Int. J. Sports Mark. Spons.
Frequency4 issues/year
Time To First Decision-
Time To Acceptance-
Acceptance Rate-
Home Page-
AddressFloor 5, Northspring 21-23 Wellington Street, Leeds, W YORKSHIRE LS1 4DL, ENGLAND

Aims and Scopes

The International Journal of Sports Marketing & Sponsorship focuses on the intersection of sports, marketing, and sponsorship, exploring innovative strategies and consumer behavior in the sports industry. The journal emphasizes empirical research that provides insights into marketing practices, sponsorship effectiveness, and consumer engagement within the sports context.
  1. Sports Marketing Strategies:
    The journal investigates various marketing strategies employed by sports organizations, including digital marketing, social media engagement, and experiential marketing.
  2. Sponsorship Dynamics:
    It explores the relationships between sponsors and sports entities, examining factors that influence sponsorship effectiveness, consumer perception, and brand loyalty.
  3. Consumer Behavior in Sports:
    Research studies consumer motivations, attitudes, and behaviors related to sports consumption, including event attendance, merchandise purchase, and engagement with sports media.
  4. Impact of Technology on Sports Marketing:
    The journal addresses the role of emerging technologies, such as artificial intelligence, machine learning, and digital platforms, in shaping sports marketing practices.
  5. Social and Environmental Responsibility:
    There is a consistent focus on the implications of corporate social responsibility (CSR) in sports, particularly how sustainability initiatives affect consumer attitudes and brand perceptions.
  6. Emerging Trends in Sports Consumption:
    The journal highlights trends such as esports, virtual events, and the influence of social media on sports fandom and marketing.
The journal has recently embraced several new and emerging themes that reflect the evolving landscape of sports marketing and sponsorship. These trends highlight innovative research areas and the adaptation of marketing practices to contemporary challenges and opportunities.
  1. Digitalization and Technology in Sports:
    There is a growing focus on the impact of digital technologies, including social media, AI, and machine learning, on sports marketing strategies and fan engagement.
  2. Esports and Virtual Sports Marketing:
    Research on esports has surged, exploring consumer behavior, sponsorship opportunities, and marketing strategies within this rapidly growing sector.
  3. Consumer Engagement and Experience:
    Studies increasingly examine how immersive experiences, such as augmented reality (AR) and virtual reality (VR), influence consumer engagement and loyalty in sports.
  4. Diversity, Equity, and Inclusion:
    The journal is highlighting the importance of diversity and inclusion within sports marketing, addressing how brands engage with diverse audiences and promote equitable practices.
  5. Sustainability and Corporate Social Responsibility:
    Research on sustainability initiatives and their impact on brand perception and consumer behavior is trending, reflecting a broader societal shift towards environmental consciousness.
  6. Behavioral Economics in Sports Marketing:
    Emerging studies incorporate behavioral economics principles to understand consumer decision-making processes in sports consumption, sponsorship, and marketing.

Declining or Waning

While the journal continues to address a wide range of topics, certain themes have seen a decline in prominence over recent years. This shift may reflect changes in the sports marketing landscape, consumer preferences, or emerging research priorities.
  1. Traditional Sports Sponsorship Models:
    Research focusing on conventional sponsorship models and their effectiveness has decreased, possibly due to the rise of digital sponsorship strategies and influencer marketing.
  2. Local and Community Sports Marketing:
    There has been a noticeable reduction in studies specifically targeting grassroots or community-level sports marketing, as the focus shifts towards larger-scale events and global sports sponsorships.
  3. Static Consumer Segmentation:
    The approach to consumer segmentation based on fixed demographics (age, gender) has waned, as researchers increasingly adopt more dynamic and behavior-based segmentation methods.
  4. Event-Based Marketing:
    Research centered solely on traditional sporting events as marketing platforms is declining, giving way to studies that incorporate virtual and hybrid event experiences.
  5. Single-Dimensional Marketing Metrics:
    The use of basic metrics for evaluating marketing effectiveness, such as attendance figures alone, is being replaced by more comprehensive, multi-dimensional evaluation frameworks.

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