One of the most valuable assets a sport entity possesses is its brand. However, existing sport branding research has largely examined brands at an individual level and not taken into account the relationships between connected brands or the actual behavioral outcomes of branding. Tis article provides an overview of the current state of sport branding research; proposes an extended conceptualization of sport brand architecture within a sport brand ecosystem framework to guide future examination of sport branding research; introduces the four articles published in this special issue; and presents insights from industry experts from diferent brand entities within the sport brand ecosystem. Tus, this article provides a foundation to further examine brand relationships and actual behavioral outcomes of sport branding to contribute to our theoretical and managerial knowledge on sport brand architecture within the sport brand ecosystem.

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运动品牌：品牌关系和消费者行为

体育实体拥有的最有价值的资产之一是其品牌。然而，现有的运动品牌研究主要是在个人层面上研究品牌，而没有考虑关联品牌之间的关系或品牌的实际行为结果。本文概述了体育品牌研究的现状；在运动品牌生态系统框架内提出运动品牌架构的扩展概念化，以指导未来对运动品牌研究的审查；介绍本期特刊发表的四篇文章；并展示来自体育品牌生态系统中不同品牌实体的行业专家的见解。图斯，