Place branding through sport events: a systematic review and future directions

Research question While the benefits of place branding through sport events (PBtSE) are often highlighted in literature, research to date is disjointed, lacking in theoretical grounding and established connections between place branding and sport events as tourism products. This study provides a comprehensive review of the PBtSE literature and sets a research agenda to advance the field. Research methods Following PRISMA guidelines, this review comprises 540 peer-reviewed articles published between 1984 and 2023 (Scopus and Web of Science). We employed co-word analysis to examine thematic relationships within the PBtSE literature, followed by a review protocol capturing and assessing the application of theories-contexts-characteristics-methods (TCCM). Results and findings Four clusters of thematic relationships were identified, and most PBtSE studies lack clear theoretical lenses. Europe is the most studied region, while the Olympic Games are the most common event. Numerous variables related to the hosts and events have been examined, and most studies rely on questionnaire data. Implications This study provides a roadmap of the state of PBtSE and sets the basis for future developments. By uncovering relationships within PBtSE research, theories, contexts, characteristics and methods, this study identifies strengths and weaknesses in the literature and provides new directions to expand knowledge of PBtSE and guide managerial practices.