Marketing deportivo y su influencia en el comportamiento del consumidor: Revisión sistemática
Sports marketing and its influence on consumer behavior: A systematic reviewContenido principal del artículo
El marketing deportivo ha dejado de ser una herramienta meramente promocional para convertirse en una poderosa estrategia de conexión emocional, narrativa simbólica y construcción de identidad, que moldea activamente el comportamiento del consumidor. Esta investigación tiene como objetivo analizar el marketing deportivo y su incidencia en el comportamiento del consumidor a través de una revisión sistemática de estudios publicados entre 2019 y2025. La metodología es de enfoque cualitativo, con diseño documental, basada en el protocolo PRISMA 2020, empleando como fuente la base de datos Scopus, y aplicando criterios rigurosos de inclusión. Se identificaron 111 documentos, de los cuales 37 fueron seleccionados para la revisión. Los resultados muestran una clara tendencia hacia estrategias que integran storytelling, experiencias personalizadas, presencia ética en redes sociales y enfoques de marca centrados en el consumidor como agente emocionalmente comprometido. Se concluye que existen tensiones culturales y éticas que desafían al marketing tradicional, exigiendo una reformulación hacia modelos más humanos, adaptativos y sostenibles.
Sports marketing has ceased to be a purely promotional tool and has become a powerful strategy for emotional connection, symbolic storytelling, and identity building, actively shaping consumer behavior. This research aims to analyze sports marketing and its impact on consumer behavior through a systematic review of studies published between 2019 and 2025. The methodology is qualitative, with a documentary design, based on the PRISMA 2020 protocol, using the Scopus database as a source, and applying rigorous inclusion criteria. One hundred and eleven documents were identified, of which 37 were selected for review. The results show a clear trend toward strategies that integrate storytelling, personalized experiences, an ethical presence on social media, and brand approaches focused on the consumer as an emotionally engaged agent. It concludes that there are cultural and ethical tensions that challenge traditional marketing, demanding a reformulation toward more humane, adaptive, and sustainable models.
Detalles del artículo
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
Cómo citar
Referencias
Chen, C., Chou, Y., Lin, Y y Lin, Y. (2025). Sport fans’ curiosity and impulsive buying: Mediation of social media use intensity. Frontiers in Sports and Active Living, 1519003. https://doi.org/10.3389/fspor.2025.1519003
Constantinescu, M., Căescu, S. y Chenic, A. (2025). Modelling consumer’s attitude towards the use of sports as a marketing platform: Sponsorship and fans’ attitude towards it in Eastern Europe countries from an ethical and trustworthy point of view. Amfiteatru Economic, 2025, 59(1), 210–224. https://n9.cl/fbehs
Dwyer, B., Hayduk, T y Drayer, J. (2022). A comparative analysis of sports gambling in the United States. International Journal of Sports Marketing and Sponsorship, 23(4), 684–706. https://doi.org/10.1108/IJSMS-03-2021-0074
Elahi, A., Gholampour, S. y Dickson, G. (2021). A scientometric portrait of Daniel Funk: Publication productivity, collaboration patterns, and citation analysis. Library Philosophy and Practice, 2021, (5352), 1–18. https://n9.cl/0ai1l
Fagundes, A.; do Prado, A., Domingues, R y Felix, D. (2022). A identificação dos discentes com as associações atléticas universitárias e o reflexo quanto ao engajamento estudantil junto às instituições de ensino superior. Educação e Pesquisa, 2022, 48, e239088. https://doi.org/10.1590/S1678-4634202248239088por
Fons, E., Miquel, M., Cuadrado, M y Montoro, J. (2024). I like you, but I don't need you: The diminishing returns of celebrity endorsement for popular brands. International Journal of Sport Management and Marketing, 24(3/4), 244–261. https://doi.org/10.1504/IJSMM.2024.138985
Garza, M. y Kennett, C. (2022). Digitalization and sports sponsorship strategy: A review and research agenda. Annals of Applied Sport Science, 2022, 10(4), 1–13. https://doi.org/10.52547/aassjournal.1066
Gibson, A y Geurin, A. (2024). Does he make a difference? Analyzing the role of men athletes in the framing of elite women CrossFit athletes in sportswear retailers’ marketing materials. International Journal of Sport Communication, 17(4), 390–399. https://doi.org/10.1123/ijsc.2024-0122
Hocaoğlu S., Özgül; Ö y Karlı, U. (2023). Adaptation of Sports Involvement Scale to Turkish Culture: A Validity and Reliability Study in Football Spectators. Pamukkale Journal of Sport Sciences, 2023, 14(3), 327–345. https://doi.org/10.54141/psbd.1346228
Hunter, C y Shilbury, D (2025) Empirically testing for niche sports, Sport Management Review, 28:1, 51-72, https://n9.cl/ubhee
Jeong, Y. (2024). Effect of baseball stadium food service quality on outcome variables with emphasis on the moderating role of stadium atmosphere. International Journal of Sports Marketing and Sponsorship, 25(5), 1079–1104. https://doi.org/10.1108/IJSMS-02-2024-0045
Katz, M., Baker, T y Du, H. (2020). Team identity, supporter club identity, and fan relationships: A brand community network analysis of a soccer supporters club. Journal of Sport Management, 34(1), 9–21. https://doi.org/10.1123/jsm.2018-0344
Kellison, T., McCullough, B., Cianfrone, B. y Pelcher, J. (2024). Inter- and intra-team differences in professional sport fans’ environmental attitudes. International Journal of Sports Marketing and Sponsorship, 2024, 26(6), 1131–1147. https://doi.org/10.1108/IJSMS-07-2024-0174
Kim, D., Lee, J. S., Jang, W y Ko, Y. J. (2022). Does causal reasoning lead to moral reasoning? Consumers' responses to scandalized athletes and endorsements. International Journal of Sports Marketing and Sponsorship, 23(3), 465–484. https://doi.org/10.1108/IJSMS-09-2020-0161
Kumar, A., Jaisinghani, D y Tiwari, S. (2020). Oil India Limited – overcoming the challenges in competency planning. Emerald Emerging Markets Case Studies, 10(1). https://doi.org/10.1108/EEMCS-09-2019-0244
Mamo, Y.; James, J. y Andrew, D. (2019). Consumer perceptions of sport sponsor’s corporate social responsibility activities. Journal of Global Sport Management, 2019, 4(3), 227–248. https://doi.org/10.1080/24704067.2018.1561207
Mastromartino, B; Qian, T., Wang, J. y Zhang, J. (2020). Developing a fanbase in niche sport markets: An examination of NHL fandom and social sustainability in the Sunbelt. Sustainability, 2020, 12(3), 1115. https://doi.org/10.3390/su12031115
Mastromartino, B., Wang, J., Suggs, D. Welch; H., Candice R. y Zhang, James J. (2020). Dimensions of sense of membership in a sport fan community: Factors, outcomes, and social capital implications. Communication & Sport, 2020, 1–28. https://doi.org/10.1177/2167479520956370
Matin, A., Khoshtaria, T., Mercan, M., y Botsvadze, I. (2023). Digital consumer-based branding among football clubs: Determinants of brand loyalty and purchase intention towards green brand extensions offered through digital platforms. International Journal of Technology Marketing, 17(4), 378–408. https://doi.org/10.1504/IJTMKT.2023.133971
Mazzei, L. C., Moraes, I. F., Carlassara, E. de O. C., y Rocco Jr., A. J. (2020). Football in Brazil: What brings fans/consumers to stadiums and arenas in the city of São Paulo. International Journal of Sport Management and Marketing, 20(3/4), 193–210. https://doi.org/10.1504/IJSMM.2020.110834
McDonald, H., Dunn, S., Schreyer, D., y Sharp, B. (2024). Understanding consumer behaviour in evolving subscription markets – Lessons from sports season tickets research. Journal of Service Management, 35(1), 89–107. https://doi.org/10.1108/JOSM-03-2022-0116
Mumcu, C., y Lough, N. (2022). Pro softball fan segments: A two-step cluster analysis. International Journal of Sports Marketing and Sponsorship, 23(3), 485–504. https://doi.org/10.1108/IJSMS-03-2021-0058
Ozturkcan, S., Kasap, N., Tanaltay, A. y Ozdinc, M. (2019). Analysis of tweets about football: 2013 and 2018 leagues in Turkey. Behaviour & Information Technology, 2019, 38(12), 1265–1279. https://doi.org/10.1080/0144929X.2019.1583284
Puente, R. y Cavazos., J. (2019). The role of cognitive feelings and content information in the evaluations of sport brands. Managing Sport and Leisure, 2019, 24(4), 262–274. https://doi.org/10.1080/23750472.2019.1623065
Salimi, E. y Hajikandi, A. (2025). Publishers and Authorial Voice in Applied Linguistics Research Articles: A Corpus-Based Study. Journal of Scholarly Publishing, 56(1), 1–33. https://doi.org/10.3138/jsp-2023-0012
Silveira, M., Cardoso, M y Quevedo, F. (2018). Factors influencing attendance at stadiums and arenas. Marketing Intelligence & Planning, 2018, 36(6), 682–696. https://doi.org/10.1108/MIP-02-2018-0048
Solanellas. D y Muñoz, J. (2021). Análisis de la venta de entradas de un mega evento deportivo: el caso del Mundial de Natación. Revista Brasileira de Ciências do Esporte, 2021, 43, e005221. https://doi.org/10.1590/rbce.43.e005221
Somphong, S., Kutintara, I. y Rattamanee, K. (2019). The marketing factors influencing consumer decisions to use the services of sports and exercise centers in Thailand. African Journal of Hospitality, Tourism and Leisure, 2019, 8(3), 1–18. https://n9.cl/ob7pw
Statz, M., Bogina, A., Schmult, L y Gordon, B. (2023). Salute to service or salute to skepticism? An empirical analysis of military members’ perceptions of the NFL’s military campaign. International Journal of Sports Marketing and Sponsorship, 24(4), 661–681. https://doi.org/10.1108/IJSMS-05-2022-0102
Tassawa, C. (2019). Factors influencing Facebook page posts’ likes, shares, and comments in sport marketing. ABAC Journal, 2019, 39(3), 56–69. https://n9.cl/o6trw
Terason, S. (2021). Characterizing and categorizing the essence of sport consumption behavior: A thematic analysis. The Qualitative Report, 2021, 26(9), 2882–2900. https://doi.org/10.46743/2160-3715/2021.4864
Traugutt, A., Greenhalgh, G., Goebert, C., Broda, M. y Havard, C. (2023). Consumption determinants in the National Hockey League: the influence of violence in the USA and Canada. International Journal of Sport Management and Marketing, 2023, vol. 23(1/2), 154–173. https://doi.org/10.1504/IJSMM.2023.10055632
Vieira, C. y Sousa, B. (2020). The brand attachment and consumer behaviour in sports marketing contexts: the case of football fans in Portugal. International Journal of Sport Management and Marketing, 2020, 20(1/2), 29–46. https://n9.cl/8j8ny
Wang, F., Cheng, C., Chia-Huei. (2020). Reciprocal marketing validation from a service-dominant logic perspective. South African Journal for Research in Sport, Physical Education and Recreation, 2020, 42(1), 81–93. https://n9.cl/wtfg6
Williams, A y Heo, Y. (2023). Once upon a time: Using brand stories to sell signature sneakers. International Journal of Sports Marketing and Sponsorship, 24(5), 950–966. https://doi.org/10.1108/IJSMS-03-2022-0082
Yarkin, D., Erman y Kiliç, C. (2024). Content brand journalism impact on consumption and consumer behavior of ‘big five’ football clubs’ digital products. Revista de cercetare și intervenție socială, 2024, 85, 171-185 https://doi.org/10.33788/rcis.85.10
Yim, B. y Byon, K. (2020). Validation of the Sport Fan Model of Goal-Directed Behavior: Comparison to Theory of Reasoned Action, Theory of Planned Behavior, and Model of Goal-Directed Behavior. Journal of Global Sport Management, 2020; 5(4), 325–348. https://doi.org/10.1080/24704067.2020.1765699