Sports Brand Image, Sponsors' Portfolio, and Corporate Social Responsibility: A Systematic Review

Document Type : Original Article

Authors

1 Associate Professor of Sports Management, Department of Sports Management, Faculty of Sport Science, Alzahra University, Tehran, Iran.

2 MSc of Sport Management,Department of Sports Management, Faculty of Sport Science, Alzahra University, Tehran, Iran.

3 Tarbiat Modares University, Tehran, Iran.

Abstract

The brand image is one of the most valuable assets of sports organizations. Companies' respect for their social responsibility is one of the essential tools for maintaining this asset. Sponsors enter a sponsorship program based on their social responsibility, portfolio, and brand image value. This study investigated the relationship between sponsors' portfolios, corporate social responsibility, and brand image and was conducted using a qualitative systematic review method. The available documents have been received using the specified keywords, and the PRISMA 2020 flow diagram was implemented based on valid electronic databases. The data extraction process was performed using MAXQDA 2020 software. Also, the quality of research was evaluated in two parts: quantitative and qualitative. Reviewing 71 documents examined 370 open sources, 54 concepts, and 10 categories in the three fields, including financial sponsor, social responsibility, and portfolio. The results showed that financial sponsors and portfolios are closely related and aligned. A sponsor social responsibility program is also planned and implemented based on the financial sponsor. The results of the social responsibility program will affect different parts and factors of the financial sponsor and portfolio by impacting the two parts of the sponsoring company and the consumer. This study examines the relations between the financial sponsor, sponsor portfolio, and corporate social responsibility axes. In this study, financial sponsorship, sponsor portfolio, and social responsibility are considered the three vertices of a triangle, addressed in less research.

Keywords

Main Subjects

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Journal of New Studies in Sport Management
Volume 6, Issue 3
August 2025
Pages 70-99

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