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Sports sponsorship: scientific coverage in academic journals

Abstract:

Purpose: Sports sponsorship is considered a business strategy that allows for the mutual benefit of both parties; the sponsor achieves to position and make its brand known and those sponsored obtain the income required to finance their corporate, marketing and communication objectives. The purpose of this paper is to identify the scientific production on this subject indexed in Scopus. Design/methodology/approach: In order to fulfill the proposed objective, it is studied and analyzed scientific activity by means of the “Bibliometric Analysis” methodology, using indicators of productivity, dispersion, collaboration and citation. These indicators are applied to a database composed of 484 articles on sports sponsorship. Findings: The most relevant researchers are identified by using two different criteria, the production and citations received, as well as providing information on which approaches or lines of research on the subject have not been followed or have not been studied in-depth sufficiently. Originality/value: This is a novel study, since it provides a global view of research carried out in this field at international level.