An Analysis of Brazilian Academic Production in Sports Marketing as a Multidisciplinary Field

Abstract

The Sport Industry has considerable numbers and its social, cultural, and economic impacts are significant in Brazil and worldwide. Marketing performs actions of creation, promotion, and delivery of products and services and applies techniques to influence the level, speed, and composition of consumption demand. Strategically, marketing can be critical to the growth of organizations. The purpose of this article was to evaluate the scientific production in Sports Marketing in Brazil, using a comprehensive database and considering this field in a multidisciplinary context of Sport Management. We concluded a low number of articles were published in Brazilian journals and identified primary or descriptive approaches. There are a predominance of "Essays" and issues related to the Promotion segment of the Sport Industry. This fact opens great prospects for the development of future research with Sports Marketing. Regardless of the current context, the need to apply marketing concepts in sport is effective mainly through the pressure for good sporting and economic results of sports’ organizations. This paper presented a frame of scientific production in Sports Marketing in Brazil, and identified some gaps that can be explored by researchers interested in this topic.