A Publicação Acadêmica de Marketing Esportivo no Brasil

André Francisco Alcântara Fagundes; Ricardo Teixeira Veiga; Danilo de Oliveira Sampaio; Caissa Veloso e Sousa

doi:10.5585/remark.v11i2.2327

Authors

André Francisco Alcântara Fagundes CEPEAD/UFMG e UFU/FAGEN
Ricardo Teixeira Veiga CEPEAD/UFMG
Danilo de Oliveira Sampaio CEPEAD/UFMG e FACC/UFJF
Caissa Veloso e Sousa CEPEAD/UFMG

DOI:

https://doi.org/10.5585/remark.v11i2.2327

Keywords:

Sports marketing, Brazilian academia, Teaching and research in business administration, Marketing, Bibliometric study.

Abstract

The aim of this paper is to analyze the academic sports marketing published in leading scientific journals and conferences in Brazil from 1994 to 2010. For this purpose, we performed a literature search from which we selected the articles that dealt with this matter. It was used a form with 13 variables to analyze the 23 papers found. The analysis of data produced some findings: (a) most studies were published in scientific events; (b) 85% had the origin of higher education institutions from the southeast and south ; (c) exploratory studies and empirical accounted for 74% of the total; (d) 65% of papers were published in the last six years; and (e) there was a tendency to research related to the more traditional schools of marketing. As this work has identified a small academic research about sports marketing in Brazil, the study suggests some options to increase this production.