Santiago Mayorga - Academia.edu (original) (raw)
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Papers by Santiago Mayorga
INDEX COMUNICACION, 2021
This research aims to elucidate the weight of the major sportswear brands in terms of sponsorship... more This research aims to elucidate the weight of the major sportswear brands in terms of sponsorship within elite European professional football. It will also be determined if Adidas and Nike have an equal role in terms of their ability to activate sponsorships within this sector, key in their global battle to be leaders in the market in which they compete. To obtain relevant information in this regard, a first stage is set in motion, aimed at building a theoretical framework through the use of bibliographic and documentary review. The second stage develops an ‘ad hoc’ investigation that uses content analysis to register the main players in the elite European football sector, and who are their official sportswear sponsors. The results obtained indicate that Adidas and Nike clearly dominate the activation of this type of sponsorship. Nike is the hegemonic brand on the activation of individual soccer player sponsorships, while in the collective sponsorships of clubs and federations Adid...
El contexto de crisis general y la grave situacion economica que atraviesa el sector del futbol p... more El contexto de crisis general y la grave situacion economica que atraviesa el sector del futbol profesional en Espana hace que se busquen nuevos modelos de financiacion. Dentro de este entorno se hace necesario analizar el trabajo de branding que se desarrolla en los diferentes clubes que forman parte dela LFP. Una marca planificada de forma estrategica y gestionada de manera coherente, que investiga el mercado en el que opera y fideliza a sus publicos, se convierte en una marca reconocida, diferenciada, bien posicionada y que ofrece un valor anadido. Las percepciones que delos clubes tengan sus publicos creara una determinada imagen que podra traducirse en nuevas vias de financiacion y mas oportunidades de negocio dentro del mercado.
INDEX COMUNICACION, 2021
This research aims to elucidate the weight of the major sportswear brands in terms of sponsorship... more This research aims to elucidate the weight of the major sportswear brands in terms of sponsorship within elite European professional football. It will also be determined if Adidas and Nike have an equal role in terms of their ability to activate sponsorships within this sector, key in their global battle to be leaders in the market in which they compete. To obtain relevant information in this regard, a first stage is set in motion, aimed at building a theoretical framework through the use of bibliographic and documentary review. The second stage develops an ‘ad hoc’ investigation that uses content analysis to register the main players in the elite European football sector, and who are their official sportswear sponsors. The results obtained indicate that Adidas and Nike clearly dominate the activation of this type of sponsorship. Nike is the hegemonic brand on the activation of individual soccer player sponsorships, while in the collective sponsorships of clubs and federations Adid...
El contexto de crisis general y la grave situacion economica que atraviesa el sector del futbol p... more El contexto de crisis general y la grave situacion economica que atraviesa el sector del futbol profesional en Espana hace que se busquen nuevos modelos de financiacion. Dentro de este entorno se hace necesario analizar el trabajo de branding que se desarrolla en los diferentes clubes que forman parte dela LFP. Una marca planificada de forma estrategica y gestionada de manera coherente, que investiga el mercado en el que opera y fideliza a sus publicos, se convierte en una marca reconocida, diferenciada, bien posicionada y que ofrece un valor anadido. Las percepciones que delos clubes tengan sus publicos creara una determinada imagen que podra traducirse en nuevas vias de financiacion y mas oportunidades de negocio dentro del mercado.