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Sport marketing research has continued to evolve since the first issue of Sport Marketing Quarterly (SMQ) was published in 1992. While examining the content of academic publications in the field of sport marketing has occurred, an analysis of SMQ's first 20 years of publication has not been conducted until now. In order to gain an understanding of sport marketing's body of knowledge it is important to conduct analyses of the research the field produces (Pitts, 2002). The purpose of this study was to conduct a content analysis of SMQ from its inception in September 1992 (Volume 1, Issue 1) through the June 2011 issue (Volume 20, Issue 2). A total of 76 issues were analyzed and the findings revealed 346 peer reviewed empirical research articles written by 439 unique authors. Results were compared to Pedersen and Pitts’ (2001) analysis of SMQ to examine the development of sport marketing research.