A Translational Approach to Research in Sport Sponsorship and Event Marketing: 20 Years of Journal of Advertising Research (2006–2025)

Q: What does this research mean for the field?

Sport sponsorship and event marketing have played an extensive and evolving role in advertising over the past 20 years, providing significant translational insights for both research and practice. Novelty: ClaimNovelty.SYNTHESIS. Consensus alignment: ConsensusAlignment.NEUTRAL.

Jonathan A. Jensen; Angeline Close Scheinbaum

doi:10.1080/00218499.2026.2712890

September 4, 2026Journal of Advertising Research

A Translational Approach to Research in Sport Sponsorship and Event Marketing: 20 Years of Journal of Advertising Research (2006–2025)

View at Publisher

Ask AI

Bookmark

Share

Key Points

To synthesize two decades of sport sponsorship and event marketing literature and establish a translational framework connecting advertising research to professional practice.
Reviewed 20 years of published scholarship (2006–2025) in the Journal of Advertising Research.
Categorized theoretical and empirical findings across sport sponsorship, event marketing, and brand promotion.
Identified significant thematic shifts from traditional brand exposure models toward interactive consumer engagement and digital activation strategies.
Outlined actionable translational pathways that translate empirical advertising scholarship into practical managerial decisions for sponsors and event organizers.

Ask about this paper

Answers are grounded in this paper and cite their sources.

Implication

Literature review reveals thematic trends in sport sponsorship advertising, highlighting translational frameworks to bridge academic theory with industry practice.

Abstract

Sport marketing’s role in the history of advertising is extensive, from appearances by beloved athletes in some of television’s most endearing advertising campaigns to Apple’s legendary Super Bowl ...

Discussion

No takes yet. Share an insight, caveat, or question.

Cite This Study

Jensen et al. (2026) studied this question.

synapsesocial.com/papers/6a9d1ec828139818eab21d9d https://doi.org/10.1080/00218499.2026.2712890

View at Publisher

Ask AI

Bookmark

Share

A Translational Approach to Research in Sport Sponsorship and Event Marketing: 20 Years of Journal of Advertising Research (2006–2025)

Key Points

Ask about this paper

Implication

Abstract

Discussion

Cite This Study

A Translational Approach to Research in Sport Sponsorship and Event Marketing: 20 Years of Journal of Advertising Research (2006–2025)

Key Points

Ask about this paper

Implication

Abstract

Discussion

Cite This Study

Keep reading

Keep reading