Marketing esportivo, uma revisão bibliométrica e bibliográfica

Abstract

Sports marketing is growing more and more around the world along with the large amount of capital that sports is moving every day. In Brazil, sport earns millions a year, benefiting everyone involved in the promotion of each sport. Therefore, this study seeks to analyze the reality of the productions in the area, through the literature found on the subject and studies found in journals, in a bibliometric way to understand and map the bibliographical found, the frequency of articles published in the last ten years prior to year 2017. The CAPES database was the search base, where the search focused on the use of the term 'sports marketing' in the last 10 years. In this process, 26 articles were found in total, in 21 different journals. During the analysis of these periodicals, it was noted that there is greater regularity related to sports marketing and football, especially in the Brazilian scenario, due to its great socio-cultural influence. In this sense, the research movement allowed us to conclude that the periodicity of publications are still as close as they could with regard to the theme of sports marketing, which indicates a low level of exploration of the theme as search and production of knowledge at the academic level.