A Knowledge Structure of Sports Branding in Marketing Communication Literature: Exploring Agendas for Future Research

Despite being a popular domain, literature on ‘sports branding’ is fragmented. Using a hybrid approach (bibliometric and TCCM), this study consolidates knowledge structure on sports branding in the domain of marketing communication. Broadly, we identify the significant theories, contexts, characteristics, and methodologies (TCCM) cited most often. Six themes emerged: 1) nature of sports branding, 2) sports brand personality, 3) sports brand building, 4) consumer relationship in sports branding, 5) managing sports brands, and 6) spectator-based sports brand equity. By noting these themes, we examine the sport branding literature and call for more empirical and theory-drivew studies to build a robust knowledge structure around the subject of sports branding.