“ANÁLISIS DE ESTRATEGIAS DE COMUNICACIÓN Y MARKETING, EN MARCAS QUE SON SPONSORS DEPORTIVOS”

Abstract

Every day companies have the need to communicate their identity to their target group, relating to the environment where their emotions and feelings develop, with sport being the key tool that moves mountains, proving more effective than conventional advertising and social networks for produce more passion for brands. The present title seeks to clarify the connection between communication and sport, now called "sponsoring", because it becomes the key to win - win between companies and athletes, creating different experiences that generate a value aggregate. In this research, individual semi-structural interviews were conducted with professionals responsible for the management of different brands of the country, which generate sponsorship, and with whom it was concluded that the sponsoring tool becomes effective in the positioning and visibility of a brand because it contributes With its development and application, in the growth in great magnitude of the objectives and values of the companies taking the leading role given to the competition given in the field of sport and in step the fidelity of the consumers of the brand is established, with whom they are established Ties of great relevance as they come to enjoy the benefits offered by the products and services of the brand.