Remapping the Sport Brandscape: A Structured Review and Future Direction for Sport Brand Research

Bradley Baker, Jason Doyle , Thilo Kunkel, Yiran Su, Nataliya Bredikhina, Rui Biscaia

Research output: Contribution to journalArticlepeer-review

17 Citations (SciVal)
186 Downloads (Pure)


Despite consistent interest in sport brands and the multitude of brands in the sport ecosystem, extant knowledge remains fragmented and unstructured. The purpose of this study is to integrate and synthesize extant sport brand research, appraise the current state of knowledge, and suggest future research directions. Following structured literature review guidelines, we coded 179 peer-reviewed articles published in four leading sport management journals between 2000 and 2020. Results reveal increased publications in sport brand research within the four examined journals, as well as opportunities to increase theoretical and methodological rigor. Based on the mapping and critical review of extant literature, we introduce the Sport Brand Ecosystem and Environment and discuss two distinct and complementary areas related to theory and research designs and topical domains to address existent concerns and guide future research directions.

Original languageEnglish
Pages (from-to)251–264
Number of pages14
JournalJournal of Sport Management
Issue number3
Early online date29 Mar 2022
Publication statusPublished - 31 Dec 2022

Bibliographical note

Publisher Copyright:
© 2022 Human Kinetics, Inc.


  • brand management
  • branding
  • consumer behavior
  • marketing
  • sport organization
  • strategy

ASJC Scopus subject areas

  • Decision Sciences(all)
  • Orthopedics and Sports Medicine
  • Physical Therapy, Sports Therapy and Rehabilitation
  • Organizational Behavior and Human Resource Management


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