This study aims to conduct a bibliometric analysis of the International Journal of Sports Marketing and Sponsorship (IJSMS), examining publication and citation trends, influential contributors, thematic evolution and intellectual structure to inform future research in sport marketing and sponsorship.
The study employs bibliometric techniques, utilizing data from the Web of Science (WoS) database. A total of 511 documents published in IJSMS from 2007 to 2024 were analyzed using the Bibliometrix R package for descriptive analysis and science mapping.
The findings reveal a steady growth in IJSMS publications. Sponsorship remains a central research theme, while emerging topics include digital marketing, fan psychology and corporate social responsibility. Leading authors, including Young Jae Ko, Kevin K. Byon and James J. Zhang, have significantly shaped the journal's intellectual landscape. Several most-cited articles focus on technological innovations, such as esports and wearable technologies. The co-citation analysis reveals three distinct knowledge clusters: methodological foundations, sponsorship and branding theories, and sport consumer psychology. These patterns indicate a field anchored in sponsorship while diversifying into digital platforms and fan psychology, positioning IJSMS as a bridge between sport-specific and mainstream marketing scholarship.
This study is the first comprehensive bibliometric analysis of IJSMS, offering valuable insights into the journal's contributions to sport marketing and sponsorship research. Beyond documenting publication patterns, this analysis distinguishes between theoretical advancement and topic expansion in the field. It highlights emerging themes and interdisciplinary trends, providing a foundation for future research directions in digital transformation, sustainability and global consumer engagement.
