The Evolution of Scholarly Research on Sponsorship: Expectations About the Future of This Research Domain

Abstract

This study examines how scholarly research on sponsorship has evolved from 2001–2011 and envisages the shape of this domain from 2012–2014. From the 6,240 words counted in 573 articles, we identified prominent themes around “sponsorship,” “sponsor,” “sport,” “brand,” and “marketing” from 19 key concepts. We assessed sets of concepts that best reflect the sponsorship theme by conducting a series of multiple linear regression analyses. Trend analyses from 2012–2014 indicated prospects for a dramatic increase in research activity around six topics. We anticipate the rate of sponsorship research will continue briskly in line with the continued escalation of global sponsorship expenditure.

KEYWORDS:

• sponsorship
• marketing communications
• literature survey
• content analysis