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Professional sport in Spain is a phenomenon capable of arousing
large audiences and astronomical sums of money.
Even so, in terms of corporate communication and marketing,
it still remains in an adolescent stage.
This follows from the dissertation defended by Guillermo Sanahuja from Universitat Jaume I,
where he addresses the situation of a hardly investigated sector
in spite of its potential.
-The first conclusion of the thesis
is the adolescence of the professional sport sector
in terms of corporate communication and marketing.
One of those signs of age, of this adolescence, of this lack of a professional practice
[Guillermo Sanahuja. Author of the thesis.]
is the limited use of corporative communication tools and techniques
and the lack of a strategic vision in these disciplines.
-The dissertation has analysed the corporative communication and marketing practice
of 80% of the clubs that make up the Professional Football League
and the Spanish Basketball Clubs Association.
After interviewing 11 experts and more than 75 managers,
the study raises five challenges as great gear levers for professional sport.
-Those challenges that have been drawn as a path to excellence
consist of five main points, which are the excellent governance
of the organizations in this information society of the 21st century,
the directive function of communication as an excellent function within the organization,
the integration of the communication and marketing areas,
the establishment of a social community of emotions around the club,
and the recognition or adoption of the potential of the sports clubs brands
in the context of the current consumer society.
-In order to improve the institutional recognition and the professional clubs' incomes,
the thesis proposes a model of communication and marketing management.
-This model tries to completely incorporate
the corporative communication and marketing functions within these entities.
It arises like that because this total integration will involve greater benefits
in terms of income generation, and a better recognition of the public towards the organization.
Scientific Culture and Innovation Unit
Communication and Publications Service