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Citation

Anagnostopoulos C, Yaqot M, Kolyperas D & Chadwick S (2025) Research on sport marketing and sustainability: an integrated bibliometric machine learning approach. Sport, Business and Management: An International Journal. https://doi.org/10.1108/sbm-08-2024-0105

Abstract
Abstract Purpose – There has been a noticeable increase in review studies exploring the relationship between sport and sustainability; however, these studies significantly overlook the marketing function, creating a critical gap in understanding how sustainable practices can be promoted within the sportsindustry. The purpose of thisstudy is to build a research agenda of the sport–sustainability domain within the marketing field by using an integrated bibliometric and unsupervised machine learning approach. Design/methodology/approach – Bibliometric analysis, along with Latent Dirichlet Allocation (LDA) for topic modeling, enabled us to identify key trends and themes in the sport–sustainability domain. The study uses the Scopus and Web of Science (WoS) databases to extract a final dataset of 929 texts (titles, abstracts and keywords) from published research on sport–sustainability domain within the marketing field. Findings – We decipher the key trends in the literature and segregate them into four broad topics – places, consumers, markets and strategies – to enhance the understanding of thisfield of inquiry. Thisstudy isthe first in the sport–sustainability domain to use this integrated approach to review the literature, and the findings lay the groundwork for future research. Originality/value – This study uses a combined methodology thereby offering distinct advantages over other review approaches. Keywords Latent Dirichlet allocation (LDA), Sustainable development goals, Sport events, Sport tourism Paper type Literature review

Journal
Sport, Business and Management: An International Journal