Aims and Scope
Sport Marketing Studies is a premier scholarly journal dedicated to advancing the frontiers of knowledge, fostering scientific collaboration, and disseminating cutting-edge innovations within the field of sport marketing. Operating with a distinctly problem-oriented and application-driven philosophy, the journal provides a rigorous academic platform for original research that effectively bridges theoretical frameworks with the operational realities and strategic imperatives of the sport industry. The editorial board accords strategic priority to empirically robust, data-centric, and evidence-based manuscripts that offer tangible, actionable solutions to the pressing contemporary challenges confronting sport marketing practitioners and policymakers.
The journal’s thematic purview is comprehensive and inherently multidimensional, encompassing—though not limited to—the following core research pillars:
- Digital Marketing and Smart Technologies
- Omni-Channel Marketing in Sport:
✓ Designing integrated fan journeys
✓ Synchronizing real-time data from multiple channels (store, app, stadium) for personalized interactions
- Live Streaming and Monetization:
✓ Innovative sport streaming models (Twitch subscriptions, digital gifts)
✓ Analyzing interactive fan behavior during live broadcasts (clicks, real-time chats, visual reactions)
- Application of artificial intelligence in ticket sales prediction and advertising personalization
- Social media sentiment analysis to measure campaign response
- Sponsorship and Brand Management
- Measuring sponsor ROI through real data
- Combating ambush marketing at international events
- Designing ethical sponsorship frameworks (gambling/alcohol advertising restrictions)
- Green branding: carbon-neutral events and sustainable marketing strategies
- Consumer Behavior and Data Analysis
- Analyzing fan attitudes toward marketing campaigns (quantitative/qualitative methods)
- Predicting sport equipment purchasing behavior through data mining
- Evaluating sponsor brand awareness and recall in competitive environments
- Demographic analysis of fans for designing targeted campaigns
- Sport Event Marketing
- Revenue management through smart ticket pricing strategies
- Designing fan experience at hybrid events (combining in-person and virtual)
- Evaluating event performance with indirect revenue indicators (increased merchandise sales, sponsor attraction)
- Revenue recovery solutions after crises (pandemic/climate change)
- Global and Culture-Focused Marketing
- Localizing campaigns for Asian, Southeast Asian, European, African, and Latin American markets
- Managing multicultural marketing challenges in global team branding
- Market entry strategies for emerging markets focusing on local factors (religious, social)
- Analyzing consumer behavior in non-Western markets (case studies: Iran, Turkey, India)
- Inclusion and Equity in Sport Marketing
- Designing campaigns to attract gender groups and the blind
- Marketing strategies for low-income audiences (smart discounts, affordable access packages)
- Planning to increase social participation in sport activities
- Examining the impact of social justice on sport brand loyalty
- Emerging Technologies in Fan Experience
- Blockchain-based loyalty systems and digital tokens
- Application of artificial intelligence in real-time fan engagement (predictive chatbots)
- Real-time marketing during live events (responding to field events)
- Analyzing interactive behavior data in streams (participation level in live chat, digital gifts)
- Athlete Marketing and Personal Brand Management
- Structuring athletes' personal brands in digital space
- Managing fan engagement through influencer marketing
- Ethics in athlete advertising: sponsorship challenges on social networks
- Analyzing the economic value of athlete brands after professional career ends
- Electronic Marketing and Sport Equipment Sales
- Sport equipment sales strategies through digital platforms
- Designing shopping experience in smart virtual stores (using AR/VR)
- Digital supply chain management for rapid equipment delivery
- Analyzing online purchasing behavior of sport fans
- Crisis Management and Marketing Communications
- Crisis communication strategies after sport scandals
- Recovering consumer trust after sponsorship failures
- Risk management in marketing campaigns (analyzing worst-case scenarios)
- Marketing communications during global crises (such as climate change)