This research examined the theses written with the keyword “sports marketing” in the Turkish Council of Higher Education National Thesis Centre (YÖKTEZ) database. In total, 35 theses written between 1990 and 2024 were analysed in categories such as publication year, language, university name, institute, graduate program type, department and research method. The research was conducted by adopting a qualitative approach and using document review and content analysis methods. According to the findings, there was a significant increase in the number of theses written on sports marketing after 2000, and the number of theses in this field peaked in 2019. Most theses were written in the Institute of Social Sciences and Department of Business Administration. The survey method was used in most of the theses, but qualitative research methods and more complex analyses were rarely preferred. Additionally, most of the theses were written in Turkish, with only a few using English. The research reveals that sports marketing is still a developing field and studies in the literature are limited. The reasons for this include the multidisciplinary nature of sports marketing, lack of theoretical framework, difficulties in data collection and lack of financial support. It is anticipated that more academic interest and theses will be written in the future. In order to conduct more research in this field, it is recommended to increase academic resources, develop theoretical frameworks and disseminate sports marketing courses in universities. Additionally, it is emphasized that collaborations should be established with sports organizations and current issues such as digital media should be included in research.