Unveiling the power of brand equity in sports business: A comprehensive review and pathways for future research

Jennifer Y. Mak, Dekota Metzler, Gavin Ruth and Nathan Crouch

Journal of Global Scholars of Marketing Science, 2025, vol. 35, issue 3, 298-325

Abstract: This study aimed to provide a comprehensive systematic review of the current research on brand equity in sports. To conduct this thorough analysis, the research team examined literature from 1995 to 2023 using the EBSCOhost database. This initial search found 575 scholarly articles related to brand equity and sports. To refine the search, inclusion criteria emphasized aspects of brand equity, utilization of quantitative research methods, and exclusive focus on the sports industry. Subsequently, 77 scholarly articles that met the search criteria remained for further analysis. Building upon Systematic Quantitative Literature Review (SQLR) findings, five themes were identified in the following areas: (1) “Financial Implications,” (2) “Fan Engagement,” (3) “Impact of Sponsorship,” (4) “Rebranding,” (5) “Athlete Endorsement.” Insights from this analysis illuminate brand equity in sports, offering directions for future research on emerging trends and gaps in understanding its interplay with the sports industry.

Date: 2025
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DOI: 10.1080/21639159.2025.2497758

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