Sports marketing has become very important in Latin America, motivated by the sports industry, which has attracted the attention of academics and marketers in the area. The objective of this study was to analyze the existing literature on sports marketing in Latin America through a bibliometric approach.
A bibliometric analysis was conducted using 109 documents retrieved from the Scopus database, covering the period 2001–2024. Data were processed using Excel, VOSviewer and Napkin to generate descriptive statistics, co-occurrence maps and visualizations. The study examined publication trends, most cited authors, key thematic areas, keyword networks and sports marketing strategies in the region. An exponential growth pattern in scientific output was identified and modeled using the Gompertz function.
Results reveal an exponential increase in scientific output over the last decade. Social media has emerged as a central tool in sports marketing strategies, particularly in campaigns associating top athletes with global brands. Concepts such as electronic word-of-mouth (eWOM) and influencer engagement are commonly used to enhance visibility and build brand loyalty.
Sports marketing plays a pivotal role in the professionalization of sports organizations in Latin America, optimizing sponsorship value, expanding fan bases and contributing to regional economic development through strategic brand positioning.
This study provides an updated and geographically specific synthesis of the literature on sports marketing in Latin America, offering a foundation for future research and practice in the field.
