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International Journal of Sports Marketing and Sponsorship Cover Image for Volume 27, Issue 1
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Volume 27,
Issue 1,
4 February 2026
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Volume 27, Issue 6, December 2026

About the International Journal of Sports Marketing and Sponsorship

The International Journal of Sports Marketing and Sponsorship is one of  the world’s leading journals for the sports marketing industry.

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Understanding determinants of virtual cycling adoption among voluntary sports clubs
Between pragmatism and symbolism: the sports footwear choices of lower-middle-class Generation Z in Brazil and Portugal
Symbols, sponsors and supporters: exploring the role of symbolic leadership and sponsorship congruence in fan behavior
Corporate narratives in Olympic and Paralympic sponsorship: hybridity in the Milan-Cortina 2026 winter games
The variation of constraints by level of team interest based on the sport consumer pathway for sport fandom
Open access articles
March 17 2026
Symbols, sponsors and supporters: exploring the role of symbolic leadership and sponsorship congruence in fan behavior
Guillermo Bermúdez-González, Luis-Alfonso Maldonado Canca et al.
March 16 2026
Corporate narratives in Olympic and Paralympic sponsorship: hybridity in the Milan-Cortina 2026 winter games
Mario Nicoliello
January 15 2026
Shaping fan engagement behaviour through digital platform features: the role of social capital – an experimental study
Pascal Stegmann, Tim Ströbel et al.
December 02 2025
Factors influencing fan token purchase intent in sports fandom
Fernando Marques, Ana Sousa et al.
November 21 2025
Alcohol-free branding in formula one: stealth marketing strategy or something more?
Massimo Ruberti, Andrea La Martina

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Editor(s):
Professor James J. Zhang

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