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El patrocinio solidario en el fútbol español. El caso de la Liga BBVA: De lo global a lo local

2016; University of Seville; Issue: 32 Linguagem: Inglês

10.12795/ambitos.2016.i32.01

1988-5733

Gema Lobillo Mora, Xavier Ginesta Portet, Jordi Badía,

Journalism and Media Studies

espanolEl FC Barcelona, el Malaga CF y el Granada CF son los tres equipos que, en la temporada 2013-14, desarrollaron estrategias de patrocinio solidario en la Liga BBVA. El objetivo de este articulo es analizar dichas estrategias para poder valorar su rentabilidad economica y, sobretodo, en concepto de capital-imagen. A partir del estudio de caso, se describe el acuerdo entre el FC Barcelona y Unicef (2006), entre el Malaga CF y UNESCO (2011) y el programa “Hijos del futbol” del Granada CF (2013). El articulo ilustra, no solo diversos niveles de aprovechamiento de dichas estrategias, sino tambien objetivos diferentes por parte de los clubes a la hora de concebirlas. EnglishFC Barcelona, Malaga CF and Granada CF were the Spanish soccer clubs that, in the 2013-14 season, had non-profit sponsorship agreements. The aim of this article is to examine these sponsorship strategies in order to analyze their rendibility, not only in economical terms but also taking into account benefits for their corporate image. Using a study case methodology, the article describes the agreement between FC Barcelona and Unicef (2006), between Malaga CF and UNESCO (2011) and the spronsorship program ‘Hijos del futbol’ [Soons of football] of Granada CF (2013). This article concludes that these clubes, not only had different outcomes from these agreements, but also they had very different objectives in the moment they conceive them