10.57647/j.amc.2025.090107

Breaking Boundaries, Exploring the Unseen Dynamics of Sports Brand Globalization and Its Impact on Human Health in Emerging Markets: A Systematic Review

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  • Parivash Hafez Amini 1,
  • Somayeh Hassani 2,
  • Mina Kharazmi3,
  • Reza Shokouh Saljoughi*3,
  1. Department of Physiology, Faculty of Medicine, Istanbul Atlas University, Istanbul, Turkey
  2. Department of Foreign Languages, Literatures and Culture - Planning and Management of Tourism Systems, University of Bergamo, Italy
  3. Department of Management, Ke.C., Islamic Azad University, Kerman, Iran

Received: 2025-01-20

Revised: 2025-02-27

Accepted: 2025-03-15

Published in Issue 2025-06-30

Copyright (c) 2025 Parivash Hafez Amini , Somayeh Hassani , Mina Kharazmi , Reza Shokouh Saljoughi (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Hafez Amini , P. ., Hassani , S. ., Kharazmi, M., & Shokouh Saljoughi, R. (2025). Breaking Boundaries, Exploring the Unseen Dynamics of Sports Brand Globalization and Its Impact on Human Health in Emerging Markets: A Systematic Review. Agricultural Marketing and Commercialization, 9(1). https://doi.org/10.57647/j.amc.2025.090107
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Abstract

This systematic review examines the impact of global sports brand globalization on human health in emerging markets. As global sports brands expand their influence, they play a significant role in shaping consumer behavior and physiological and health outcomes in developing regions. The review aims to explore both the positive and negative effects of global sports brand marketing on health. A comprehensive search was conducted to identify relevant studies published after 2019, focusing on both qualitative and quantitative research that addressed the influence of sports brand marketing on physical activity, physiological aspects of health behaviors, and nutrition. The findings indicate that global sports brands contribute to promoting healthier lifestyles in some regions, such as increased participation in physical activities, sponsorship of local sports events, and accessibility to affordable sports equipment. However, the promotion of unhealthy products, such as high-calorie foods and sugary drinks, through sports branding also has adverse physiological health implications, leading to concerns about rising obesity rates and related diseases. Cultural and socio-economic factors significantly mediate the impact of global sports brands on health, with varying outcomes across different regions. In some countries, global sports branding contributes to positive health outcomes, while in others, it exacerbates unhealthy consumption patterns. The study concludes by highlighting the need for further research that addresses the limitations of existing studies, including publication bias, language bias, and the evolving role of digital marketing and influencer partnerships in sports branding.

Keywords

  • Global sports brands,
  • Health outcomes,
  • Emerging markets,
  • Physical activity,
  • Unhealthy food marketing,
  • Socio-economic factors,
  • Consumer behavior
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