Call for Papers | Sports Marketing and Sponsorship: Global Perspectives and Emerging Trends, to be published by Routledge. Call ends January 31, 2022

  • Ho Keat Leng, Nanyang Technological University, Singapore
  • James J. Zhang, University of Georgia, USA
The future of sport lies in artificial intelligence.

The World Association for Sport Management (WASM) was founded to facilitate sport management research, teaching, and learning excellence, and professional practice, across all continents. To support this mission, the WASM book series, published by Routledge, was launched to provide a global perspective on contemporary issues. To date, eight books have been published in this series, the latest being focused on sport governance and operations. In this call for book chapters, the focus is on contemporary issues in sports marketing and sponsorship with a global perspective.

There are many contemporary issues facing the sports industry today. For example, the sports industry, like many other industries, are going digital. There is a lot of interest in understanding how artificial intelligence and big data can be harnessed in sports marketing activities. Social media, as a new marketing communication platform, is upsetting traditional marketing practices, and brand owners are still learning how to use it effectively.

Besides new platforms, there are also new sports. Both academics and industry practitioners are excited about E-sports as it offers new marketing and sponsorship opportunities for brand owners. In the Tokyo 2020 Olympics, new Olympic sports such as surfing and sport climbing are introduced, creating renewed marketing interest in these sports.

Sports consumers today are getting increasingly sophisticated. They are aware of social issues and willing to vote with their consumer dollars to let their voices be heard. For example, the issue of green marketing practices and sustainability has remained important for consumers. New social causes such as diversity, equality, inclusivity, human rights, and ethical corporate behaviours are also becoming fundamental in sport programming and marketing.

In the last couple of years, the COVID-19 pandemic has ravaged the sport industry, changing many of the practices and creating new norms. This has inevitably affected sports marketing and sponsorship practices.

The above is not an exhaustive list of issues affecting sports marketing and sponsorship today. Authors should feel free to venture into other topics that fit with the theme of the book. This book provides a platform to collate the most important contemporary issues for a global audience of scholars and practitioners.

Book structure

There will be 15 chapters in the book with word limit of approximately 8,000 words per chapter. Tables, figures, and references are counted towards the word limit. The chapters may include empirical studies of any methodology, systematic review of literature, conceptual papers, and case analysis. Contributors should submit chapters related to sports marketing and sponsorship, including but not limited to the following topics:

      • Artificial Intelligence
      • Big data
      • Comparative analysis
      • Digital technologies
      • E-Sports
      • Green Marketing Practices
      • Human rights
      • Impact of COVID-19 on sports
      • Diversity, Equality, and Inclusivity in sports
      • New sports
      • Social Media Marketing

The book chapter should include an abstract of about 150 words. References should be in the latest APA format.

The book will be published as part of the World Association for Sport Management Book Series.


Interested contributors should submit the final book chapter in Word document format to Dr Ho Keat Leng via email ( by 31 January 2022. Enquiries can be made to any of the co-editors:

Dr Ho Keat Leng, Nanyang Technological University
Dr James J Zhang, University of Georgia

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