A Systematic Review of Cause-Related Marketing in the Sport Industry: An Analysis of Theories, Contexts, Characteristics, and Methodologies Using the TCCM Framework

Document Type : Research Paper I Open Access I Released under (CC BY-NC 4.0) license

Authors

1 Razi University, Kermanshah

2 Associate Professor of Sport Management, Razi University, Kermanshah, Iran

3 Tarbiat Modares University, Tehran

Abstract

In the contemporary marketing landscape, cause-based marketing has gained a privileged position as a strategy that connects commercial and social goals in the sports industry. This study aims to systematically review the literature on cause-related marketing (CRM) in the sport industry and organize the fragmented knowledge in this field. The study employs the TCCM framework (Theories, Contexts, Characteristics, and Methods) and searches the Scopus database. After applying inclusion and exclusion criteria, 22 relevant studies were selected for final analysis. The findings indicate that attribution theory and social identity theory/team identification are the most dominant theoretical frameworks. Professional sports contexts, particularly baseball and basketball in the United States and South Korea, receive the most attention. The nomological network includes antecedents (perceived motive, sponsor-cause fit), mediators (attitude toward campaign, attitude toward team), moderators (team identification, consumer altruism), and outcomes (purchase intention, brand attitude). Experimental designs and cross-sectional surveys using structural equation modeling are the predominant methodological approaches. The existing literature suffers from a lack of indigenous sport-specific theories, limited geographical focus, neglect of non-fan-team dyads, and a shortage of longitudinal studies. Future research agendas include developing indigenous theoretical frameworks, exploring emerging geographical contexts, examining the role of athletes and social media, and employing longitudinal and mixed-methods designs.

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History

  • Receive Date: 26 June 2026
  • Revise Date: 21 July 2026
  • Accept Date: 03 August 2026

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