Sports NFTs as Emerging Marketing Technologies: A Systematic Literature Review of Consumer Value, Brand Engagement, and Governance Implications

Sports non-fungible tokens (NFTs) have rapidly emerged as tradable digital goods within platform-mediated marketplaces, reshaping how sports organizations, athletes, and brands design fan experiences and monetize digital assets. To consolidate fragmented scholarship and clarify the concept space, this study conducts a systematic quantitative literature review combined with thematic analysis, following PRISMA 2020 and a SPIDER-guided review logic. Searches across six major databases (Web of Science, Scopus, ScienceDirect, PubMed, IEEE Xplore, ProQuest) plus Google Scholar (2017–March 2025) yielded 40 peer-reviewed studies that met predefined inclusion criteria and passed quality appraisal. Results show a sharp growth of sports-NFT research from 2021 to 2024, with strong inter-disciplinary convergence spanning sports marketing, information systems, computer science, and law. Integrating findings through a consumer-value lens, we inductively propose a five-type taxonomy—collectible, empowerment, identity/authentication, physical-asset linked, and virtual-interaction NFTs—each associated with distinct value mechanisms and e-commerce functionalities. The thematic synthesis further identifies four dominant research streams (industry digitalization, consumer psychology/behavior, legal–regulatory issues, and digital marketing), while revealing gaps in theory operationalization, method diversity (e.g., limited experiments/longitudinal designs), cross-context generalizability, and governance/sustainability. The study contributes to marketing and management scholarship by positioning sports NFTs as emerging technologies that reorganize customer engagement, brand-community building, and governance in platform-mediated sport markets, and it offers a research agenda for measuring consumer, brand, and organizational effects.