Document Type : Original Article
Authors
1
Department of Sport Management, University of Tabriz, Tabriz, Iran
2
Institute of Health Sciences, Ankara University, Ankara, Türkiye
3
Department of Physical Education and Sport, Institute of Health Science, Sivas Cumhuriyet University, Sivas, Türkiye
10.22034/sms.2025.143317.1484
Abstract
The intersection of marketing and the Olympic Games (OG) represents a critical area of research due to the Games’ extensive global reach and commercial significance. This study conducts a bibliometric analysis using advanced techniques, including citation analysis, co-word analysis, and thematic mapping, to identify key trends, contributors, and influential research in Olympic marketing. Utilizing the Web of Science (WoS) database, 152 documents were initially identified, with a refined dataset of 66 relevant articles published from 2015 to 2024. The analysis reveals notable publication patterns, citation impact, and emerging research themes such as sponsorship strategies, ambush marketing, destination branding, social media influence, and athlete endorsements. Leading journals, including the International Journal of Sports Marketing & Sponsorship, and key scholars have significantly shaped the field. The findings highlight the evolving nature of Olympic marketing, emphasizing its role in brand perception and consumer engagement. This study provides valuable insights for academics, marketers, and policymakers, informing future Olympic marketing strategies and research directions.
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