It depends on the topic you are analyzing / refering to. Are you interested in sport events? Or in a specific sport? Do you want to highlight if sport consumer are motivated to do a particular sport, if they are happy / satisfied with that, if they are eager fans for a certain sport team etc... It depends on the research question you are addressing.

Thanks to Aria and Dan

You have to define your topic. Are you talking about companies in case of sponsor who are "using" sport to sell there products or are you talking about clubs who want to sell more tickets for example

We have developed four models which are all available on my researchgate page which can partly help to address you question.

1.Proposing the Sports Team Brand Hierarchy Conceptual Framework.

2.Developing a Conceptual Framework for Assessing Media-Based Brand Equity in Professional Sports Teams

3.Introducing a Conceptual Framework for Understanding Sponsor-Based Brand Equity in Professional Sports Teams.

4.Unpacking the Integrative Conceptual Framework for Assessing Perceived Brand Equity in Professional Sports Teams.

2.Developing a Conceptual Framework for Assessing Media-Based Brand Equity in Professional Sports Teams