The digital transformation of value co-creation: a scoping review towards an agenda for sport marketing research

Research question: The number of studies dealing with digital innovation in sport marketing has increased rapidly in recent years. These studies address the global phenomenon of digital transformation and its impact on the field of sport marketing.
However, most studies have not considered digital transformation in its full complexity nor analyzed its facets through the lens of value co-creation. Therefore, this article reconciles the fragmented research on digital transformation in sport marketing with the current understanding of value co-creation to develop an agenda for sport marketing research.
Research methods: We conduct a systematic scoping review of the literature on digital transformation of value co-creation in sport marketing. The scoping review combines a database search and a manual search, in which we identified 270 relevant articles.
Results and findings: Most studies on digital transformation in sport marketing relate to research about social media. Based on the scoping review, we reorder the literature from the perspective of value co-creation and identify relevant research gaps. Based on these research gaps, we develop an agenda for future research in sport marketing, including methodological approaches. Implications: This article provides scholars with a basis for
innovative future research in the digital era of value co-creation in sport marketing and enhances the repertoire of sport managers for facing the challenges of digital transformation in the sport business.