Abstract

PACHAU TORRES, Wilmer Alberto; ALVARADO FIGUEROA, Marco Antonio  and  ROMERO ECHEVARRIA, Luis Miguel. Sports marketing: keys and global perspectives from a systematic review. Revista InveCom [online]. 2026, vol.6, n.1, e601023.  Epub July 15, 2025. ISSN 2739-0063.  https://doi.org/10.5281/zenodo.15250383.

This study aims to analyze the key characteristics that define marketing within the contemporary sports industry, considering their impact on brand management, sponsorships, products, and the emotional relationship with consumers. To this end, a qualitative methodology based on a systematic literature review was employed, following the PRISMA approach. In this process, a search was conducted in the Scielo, Web of Science, and Scopus databases, applying specific inclusion and exclusion criteria. Finally, 40 articles published between 2019 and 2024 that aligned with the research objectives were selected. The results reveal that the most effective strategies in sports marketing are those that integrate brand positioning, digital marketing, consumer loyalty, and experience management. Likewise, elements such as sponsorship, content personalization, social media presence, and leveraging the emotional bond between sports and its fans have proven to be key to growth and differentiation in the market. In conclusion, it is established that sports marketing has ceased to be a simple means of promotion and has become a structural pillar of the business model of sports organizations. However, the current environment demands the development of innovative strategies, adapted to the digital ecosystem, capable of interpreting changes in consumer behavior and generating long-term sustainable value.

Keywords : sports marketing; digital sponsorship; brand positioning.

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