In the arena of debate: a systematic literature review on sports sponsorship by controversial industries

Abstract

Purpose

This systematic literature review examines the domain of sports sponsorship involving controversial industries. We delve into the shared patterns, differences and overarching themes prevalent across various dark consumption industries (i.e. alcohol, food and beverages high in fat, salt and sugar, gambling and tobacco).

Design/methodology/approach

This study systematically reviews research on controversial sports sponsorships (CSS). Literature searches in Web of Science and Scopus, and additional searches in reference lists resulted in a total of 90 publications meeting the inclusion criteria, which can be grouped into three research clusters: prevalence, impact and (in)appropriateness of CSS.

Findings

This review revealed a high prevalence of so-called controversial sponsors in sports, particularly in – but certainly not limited to – soccer. Especially gambling sponsorships have become more prominent in recent years. Ethical concerns surfaced since CSS are positively related to attitudes, preferences, purchase intention and consumption, potentially causing health-harming consequences for children and adults.

Practical implications

This study provides scholars and practitioners with insights to advocate for policy measures curbing CSS.

Originality/value

In light of the identified research gaps, we propose a research agenda to particularly investigate causal relationships between exposure to CSS and its impact by conducting longitudinal and experimental research. Additionally, we propose to establish a consumer-centered framework for processing CSS.