本研究採用內容分析法進行探討，透過文獻蒐集與歸納整理，針對國內學術性期刊與一般性雜誌為研究對象，探討運動行銷類文章之現況、內容取向及趨勢。研究者將所蒐集之資料，依行銷類目分為產品、通路、價格和促銷，結果發現：
一、在期刊方面，以產品類（product）之文章佔多數，共計37篇。而雜誌方面，則以促銷主題之文章最多，共有24篇。
二、在研究主題上，2003年起至2008年，期刊有14篇研究主題以促銷為主。促銷類群則一直為雜誌領域中，較受重視的發表主題。
三、在文章內容取向方面，期刊類群中之運動行銷文獻，屬於「贊助」有16篇為數最多，雜誌方面亦為「贊助」文章最多，計有30篇。
四、在研究趨勢方面，期刊之「應用」、「贊助」、「運動行銷概論」三類，在數量上皆有成長趨勢。而雜誌在「贊助」中，2002年至2004年有逐年增長的趨勢，「品牌」亦有數量上之成長。

　　This study used content analysis to explore the development and topic trend of the sport marketing field of journals and magazines in Taiwan. 100 articles were collected from academic journals and normal magazines in Taiwan. Researcher categorized data to four parts, which are product, place, price and promotion. Results can be divided into the following four parts :
1.In journals, articles related to product is the majority, which are 37 articles. In magazine, articles related to promotion is the majority, which are 24 articles.
2.In research topic area, there are 14 articles related to promotion from 2003 to 2008. Promotion area, however, has been being the main topic in magazine field.
3.In article content, there are 16 articles related to sponsor, which are the main topics, in journals. 30 Articles related to sponsor in magazine are the main parts as well.
4.In research trend, the amount of articles of application, sponsor and sport marketing in journals are increasing. Also, the amount of articles related to sponsor and brand are increasing during 2002 to 2004.