International Journal of Sports Marketing and Sponsorship Cover Image for Volume 27, Issue 2
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Volume 27,
Issue 2,
8 May 2026
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Volume 27, Issue 6, December 2026

About the International Journal of Sports Marketing and Sponsorship

The International Journal of Sports Marketing and Sponsorship is one of  the world’s leading journals for the sports marketing industry.

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The role of social media management in sponsorship acquisition among Ecuadorian professional soccer teams
Women's labor participation in the Mexican fitness sector: a longitudinal study based on the National Survey of Fitness Trends (ACSM)
Who gets the blame or credit, and how is it said? Attribution and sentiment in NBA vs. WNBA Finals discourse on X
Guest editorial: Fundamentals of case study research for sport marketing studies
Discrete emotion dynamics and social media engagement: integrating stance detection and multi-emotion classification

Open access articles

April 20 2026
From snow to screens: resident support for Olympic esports games in a former winter Olympic games host city
Felix Wachholz, Martin Schnitzer et al.
March 17 2026
Symbols, sponsors and supporters: exploring the role of symbolic leadership and sponsorship congruence in fan behavior
Guillermo Bermúdez-González, Luis-Alfonso Maldonado Canca et al.
March 16 2026
Corporate narratives in Olympic and Paralympic sponsorship: hybridity in the Milan-Cortina 2026 winter games
Mario Nicoliello
January 15 2026
Shaping fan engagement behaviour through digital platform features: the role of social capital – an experimental study
Pascal Stegmann, Tim Ströbel et al.
December 02 2025
Factors influencing fan token purchase intent in sports fandom
Fernando Marques, Ana Sousa et al.

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Editor(s):
Professor James J. Zhang

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