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.

Introduction

Sports marketing in Latin America is undergoing a profound and multidimensional transformation that warrants thorough and detailed analysis (Glebova and Desbordes, 2021; Núñez et al., 2023). Latin America, which includes 26 countries in the region where one of the Latin languages is spoken (Spanish, Portuguese or French) and has a population of 657 million inhabitants (World Bank, 2023), represents an important potential market for sport consumers. In the region, there is a growing popularity of sports due to the staging and broadcasting of mega sports events, professional and amateur sport competitions, and their brand promotions (Chiu and Pyun, 2020; Park and Sihombing, 2020). Along with these, 58% of soccer fans are in Latin America (Rebold, 2022); high audiences have also been identified in basketball and volleyball, whose largest market is in Brazil (de Souza-Leão, Melo and Carneiro-Leão, 2024). On the other hand, the Latin American wellness economy grew the most in the last period with 19.8% (Global Wellness Institute, 2023). 

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). Furthermore, the impact of digitalization has led to a 23% increase in the consumption of sports content on digital platforms (Martínez-Cevallos, 2024), significantly expanding the reach of brands in the Latin American region (Manoli & Kenyon, 2018).

This special issue of the International Journal of Sports Marketing and Sponsorship focuses on "The Transformation of Sports Marketing in Latin America: Social Impact, Innovation, and Economic Growth" and explores how changes in sports marketing are influencing the social, technological, economic, and consumer engagement structures in the region. The importance of this special issue lies in its ability to provide a comprehensive and up-to-date view of a rapidly expanding market, with key opportunities for brands and sponsors seeking to capitalize on the continued growth of sports in Latin America. 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. Through empirical and theoretical research, this special issue aspires to make a significant contribution to the existing literature and offer future directions for research and practice in sports marketing in Latin America. This interdisciplinary approach not only enriches academic understanding but also facilitates the practical application of strategies that can lead to sustainable and meaningful changes in the sports business landscape across the region. 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.
 

Topics of interest

This interdisciplinary approach not only enriches academic knowledge but also seeks to promote the practical application of innovative strategies that can lead to significant and sustainable changes in sports management in the region. Topics of interest include, but are not limited to, the following:

1.    Marketing strategies for social inclusion through sports programs.
2.    Technological advancements in sports marketing.
3.    Innovative marketing strategies for sports organizations.
4.    Economic impact of major sports events on marketing and sponsorships.
5.    Sports marketing as a tool for community development.
6.    Digital transformation in sports marketing and fan engagement.
7.    Leadership in sports marketing and management.
8.    Marketing women’s sports: Strategies and challenges.
9.    Youth sports marketing and development strategies.
10.    Sports marketing and cultural identity: Creating connections.
11.    Sustainability in sports marketing: Trends and practices.
12.    The role of public policy in sports promotion and marketing.
 

Submission information

Submissions are made using ScholarOne Manuscripts. Author guidelines must be strictly followed.

Submit via ScholarOne

Author Guidelines

Authors should select (from the drop-down menu) the special issue title at the appropriate step in the submission process, i.e. in response to “Please select the issue you are submitting to”. 

Submitted articles must not have been previously published, nor should they be under consideration for publication anywhere else, while under review for this journal.

Key deadlines

Opening date for manuscripts submissions: 13/01/2025
Closing date for manuscripts submission: 01/09/2025

References

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