（1.School of Physical Education，South China University of Technology，Guangzhou 510641，China；2.Guangdong Sports Industry Development Research Base，South China University of Technology，Guangzhou 510641，China)
Abstract: In order to explore the process of evolution of foreign sports marketing research hot topics and subjects, the au-thors searched the literature database of the Web of Science, studied the literature that based on sports marketing as the subject and was published since 2000, and found that foreign sports marketing research hot topics focused mainly on sports sponsorship, marketing model establishment, consumer behaviors, enterprise social responsibilities and sports marketing’s influence on teenagers and children etc. The research subjects changed from the relationships between enterprises, teams and fans to sports marketing models and their influence on social development. In the meantime, the author put forward the followings: sports marketing research in China should subdivide sports sponsorship research contents, make sports spon-sorship research specific, strengthen sports sponsorship model research, stimulate people’s sports consumption behaviors, focus on enterprise social responsibilities, and ensure a healthy living environment for teenagers and children.
Key words: sports industry；sports marketing；sports sponsorship；consumption behavior