Analysis of the nature and communicative projection of the brands that sponsor the elite clubs of European soccer
Descripción del Articulo
Professional soccer in Europe is a global advertising showcase. This research aimed to analyse the typology and the communicative projection of the brands that are official sponsors of the elite clubs of European professional soccer. The study is conducted through a content analysis of the sponsorin...
| Autor: | |
|---|---|
| Formato: | artículo |
| Fecha de Publicación: | 2024 |
| Institución: | Universidad de San Martín de Porres |
| Repositorio: | Correspondencias & Análisis |
| Lenguaje: | español |
| OAI Identifier: | oai:ojs.pkp.sfu.ca:article/513 |
| Enlace del recurso: | http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/513 |
| Nivel de acceso: | acceso abierto |
| Materia: | brands branding sponsorship professional football Champions League marcas patrocinio futbol profesional |
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Correspondencias & Análisis |
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Analysis of the nature and communicative projection of the brands that sponsor the elite clubs of European soccer Análisis de la naturaleza y proyección comunicativa de las marcas que patrocinan a los clubes de la élite del fútbol europeo |
| title |
Analysis of the nature and communicative projection of the brands that sponsor the elite clubs of European soccer |
| spellingShingle |
Analysis of the nature and communicative projection of the brands that sponsor the elite clubs of European soccer Mayorga Escalada, Santiago brands branding sponsorship professional football Champions League marcas branding patrocinio futbol profesional Champions League |
| title_short |
Analysis of the nature and communicative projection of the brands that sponsor the elite clubs of European soccer |
| title_full |
Analysis of the nature and communicative projection of the brands that sponsor the elite clubs of European soccer |
| title_fullStr |
Analysis of the nature and communicative projection of the brands that sponsor the elite clubs of European soccer |
| title_full_unstemmed |
Analysis of the nature and communicative projection of the brands that sponsor the elite clubs of European soccer |
| title_sort |
Analysis of the nature and communicative projection of the brands that sponsor the elite clubs of European soccer |
| dc.creator.none.fl_str_mv |
Mayorga Escalada, Santiago Mayorga Escalada, Santiago |
| author |
Mayorga Escalada, Santiago |
| author_facet |
Mayorga Escalada, Santiago |
| author_role |
author |
| dc.subject.none.fl_str_mv |
brands branding sponsorship professional football Champions League marcas branding patrocinio futbol profesional Champions League |
| topic |
brands branding sponsorship professional football Champions League marcas branding patrocinio futbol profesional Champions League |
| description |
Professional soccer in Europe is a global advertising showcase. This research aimed to analyse the typology and the communicative projection of the brands that are official sponsors of the elite clubs of European professional soccer. The study is conducted through a content analysis of the sponsoring brands of all the first-division clubs of the five European leagues with the highest market value in the 2022/2023 season. This analysis identifies the clubs that have been part of the Champions League. In other words, the elite of European professional soccer. Sponsorship is a strategic action that pursues achieving a series of communication objectives for brands. In conclusion, it is determined that the brands that sponsor the elite European soccer clubs come mainly from Asia, Europe, and America. Their global activity is multinational brands related to the banking, airlines, and digital industry sectors. Their communication interests through sponsorship have to do with positioning, visibility and international reputation. Many of these brands are front companies in strategic governmental sectors that implicitly generate territorial branding for purely reputational communication purposes and to whiten their image in the international context through sport. |
| publishDate |
2024 |
| dc.date.none.fl_str_mv |
2024-10-31 |
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info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
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article |
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publishedVersion |
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http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/513 10.24265/cian.2024.n20.02 |
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http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/513 |
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10.24265/cian.2024.n20.02 |
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spa |
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spa |
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http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/513/1046 http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/513/1064 |
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Derechos de autor 2024 Santiago Mayorga Escalada http://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
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Derechos de autor 2024 Santiago Mayorga Escalada http://creativecommons.org/licenses/by/4.0 |
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openAccess |
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application/pdf text/html |
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Universidad San Martín de Porres. Escuela Profesional de Ciencias de la Comunicación. Instituto de Investigación |
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Universidad San Martín de Porres. Escuela Profesional de Ciencias de la Comunicación. Instituto de Investigación |
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Correspondences & analysis; No. 20 (2024): Correspondences & analysis N°20 2024 (july - december); 53-91 Correspondencias & análisis; Núm. 20 (2024): Correspondencias & análisis N°20 2024 (julio - diciembre); 53-91 2304-2265 2224-235X reponame:Correspondencias & Análisis instname:Universidad de San Martín de Porres instacron:USMP |
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Universidad de San Martín de Porres |
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USMP |
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Correspondencias & Análisis |
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Correspondencias & Análisis |
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1844267394192637952 |
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Analysis of the nature and communicative projection of the brands that sponsor the elite clubs of European soccerAnálisis de la naturaleza y proyección comunicativa de las marcas que patrocinan a los clubes de la élite del fútbol europeoMayorga Escalada, Santiago Mayorga Escalada, Santiago brands brandingsponsorshipprofessional football Champions Leaguemarcas brandingpatrociniofutbol profesional Champions LeagueProfessional soccer in Europe is a global advertising showcase. This research aimed to analyse the typology and the communicative projection of the brands that are official sponsors of the elite clubs of European professional soccer. The study is conducted through a content analysis of the sponsoring brands of all the first-division clubs of the five European leagues with the highest market value in the 2022/2023 season. This analysis identifies the clubs that have been part of the Champions League. In other words, the elite of European professional soccer. Sponsorship is a strategic action that pursues achieving a series of communication objectives for brands. In conclusion, it is determined that the brands that sponsor the elite European soccer clubs come mainly from Asia, Europe, and America. Their global activity is multinational brands related to the banking, airlines, and digital industry sectors. Their communication interests through sponsorship have to do with positioning, visibility and international reputation. Many of these brands are front companies in strategic governmental sectors that implicitly generate territorial branding for purely reputational communication purposes and to whiten their image in the international context through sport.El futbol profesional en Europa es un escaparate publicitario global. La presente investigación tuvo como objetivo analizar la tipología y la proyección comunicativa de las marcas patrocinadoras oficiales de los clubes de la élite del fútbol profesional europeo. La investigación se llevó a cabo a través de un análisis de contenido sobre las marcas patrocinadoras de todos los clubes de primera división de las cinco ligas europeas con mayor valor de mercado en la temporada 2022/2023. En este análisis, se identificó especialmente al grupo de clubes que han formado parte de la Champions League. Es decir, la élite del fútbol profesional europeo. El patrocinio es una acción estratégica en sí misma que persigue la consecución de una serie de objetivos de comunicación para las marcas. Como conclusiones, se determinó que las marcas patrocinadoras de los clubes de la élite del fútbol europeo proceden mayoritariamente de Asia, Europa y América. Su actividad es global, son marcas multinacionales relacionadas con los sectores de la banca, las aerolíneas y la industria digital. Sus intereses de comunicación por intermedio del patrocinio tienen que ver con el posicionamiento, la visibilidad y la reputación internacional. Gran parte de estas marcas son empresas pantalla de sectores estratégicos gubernamentales que generan, de forma implícita, marca territorio con un fin comunicativo puramente reputacional y de blanqueamiento de su imagen en el contexto internacional por medio del deporte.Universidad San Martín de Porres. Escuela Profesional de Ciencias de la Comunicación. Instituto de Investigación2024-10-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdftext/htmlhttp://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/51310.24265/cian.2024.n20.02Correspondences & analysis; No. 20 (2024): Correspondences & analysis N°20 2024 (july - december); 53-91Correspondencias & análisis; Núm. 20 (2024): Correspondencias & análisis N°20 2024 (julio - diciembre); 53-912304-22652224-235Xreponame:Correspondencias & Análisisinstname:Universidad de San Martín de Porresinstacron:USMPspahttp://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/513/1046http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/513/1064Derechos de autor 2024 Santiago Mayorga Escaladahttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessoai:ojs.pkp.sfu.ca:article/5132025-05-09T20:17:56Z |
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12.807994 |
Nota importante:
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
