Call for paper: Sports Marketing Transformation in Latin America: Social Impact, Innovation, and Economic Growth

Sports Marketing Transformation in Latin America: Social Impact, Innovation, and Economic Growth

A special issue focused on “The Transformation of Sports Marketing in Latin America: Social Impact, Innovation, and Economic Growth” reflects the mission of the International Journal of Sports Marketing and Sponsorship as a key bridge between academia and the sports industry (Kang and Svensson, 2022). Following the goals and objectives of the journal, this special issue invites research contributions that deepen the understanding of how sports marketing is evolving in the region, leveraging technological advancements, economic shifts, and social changes.

Sports marketing in Latin America has shown sustained growth due to sports’ emotional uniqueness and high levels of brand loyalty, factors that are unparalleled in other industries (Manoli, 2024; Shultz et al., 2024). Regionally, fan identification with sports teams is extremely strong, driving loyalty rates to unprecedented levels when compared to other areas of marketing (Du, 2024; Merten et al., 2024). For example, in Brazil, the combination of the commercialization of sports and the proliferation of mega-events has led to an 18% increase in sponsorship investment over the past five years (Manoli, 2024). This issue is particularly valuable because it not only looks at the economic impact of sports marketing, but also examines how it influences social well-being and technological innovation, crucial factors for the future development of the sports industry.

Sports, beyond mere entertainment, are a powerful cultural and economic phenomenon that plays a crucial role in shaping and developing Latin American societies (Jensen, 2021; Miñán et al., 2023). In particular, sports marketing has emerged as a critical facet in this development, integrating technology, innovation, and economic strategies to influence cultural identities and drive economic growth. The studies included in this special issue provide in-depth and novel academic perspectives on how sports marketing interacts with these factors, shaping the sports industry and its broader societal impacts. Our aim is to shed light on sports marketing practices that not only respond to the unique challenges and opportunities of the region but also redefine the role of sports within Latin American society.

The points below summarize the central themes and research directions of the special issue, focusing on the transformative potential of sports marketing in Latin America:

• Social impact of sports marketing: The strategic use of sports marketing can significantly impact social inclusion and development in Latin America. For example, targeted marketing campaigns and sponsorships can promote social programs that reduce crime, enhance educational opportunities, and improve public health outcomes through sports-related initiatives (Rondón et al., 2022).

• Technological innovation in sports marketing: Technological advancements are transforming the landscape of sports marketing in Latin America. Innovations such as AI, big data analytics, and digital platforms are enhancing how sports events are marketed, how fan engagement is cultivated, and how brands connect with audiences through personalized and data-driven marketing strategies (Glebova and Desbordes, 2021).

• Sports marketing strategies: Effective marketing strategies are crucial for the financial health of sports organizations, enhancing fan engagement and sponsorship in a culturally vibrant Latin America.

• Economic impact: Based on Núñez et al. (2023), sports, particularly sport tourism, are key economic drivers in Latin America. Major sporting events significantly boost tourism and employment, creating opportunities for local economies. Research in this area aims to maximize the economic benefits of sport tourism and influence public policy to support sustainable economic development.

We are looking for qualitative, quantitative, or mixed-method research that addresses the following criteria:

1. Be theoretically and/or practically relevant to sports management in Latin America, preferably with an emphasis on empirical evidence.
2. Be innovative in terms of new theoretical perspectives, concepts, technologies, methods, or research approaches. Innovations in management practices or marketing strategies are also valued.
3. Focus on sports entities that include consumers, event organizers, athletes, teams, governmental entities, sponsoring companies, and other providers of sports goods and services.