{"id":19401,"date":"2026-05-14T18:31:47","date_gmt":"2026-05-14T22:31:47","guid":{"rendered":"https:\/\/diarioellabrador.cl\/?p=19401"},"modified":"2026-05-15T01:47:42","modified_gmt":"2026-05-15T05:47:42","slug":"marketing-deportivo","status":"publish","type":"post","link":"https:\/\/diarioellabrador.cl\/index.php\/2026\/05\/14\/marketing-deportivo\/","title":{"rendered":"MARKETING DEPORTIVO"},"content":{"rendered":"
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Por Pablo Jara Quinteros. Profesor de Educaci\u00f3n F\u00edsica, Magister en Gesti\u00f3n deportiva. pablojaraquinteros@gmail.com      <\/p>\n\n\n\n
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Hola, \u00bfc\u00f3mo est\u00e1n? Hoy el deporte no solo se vive en la cancha, sino tambi\u00e9n en la forma en que se comunica, se posiciona y se vincula con las personas. En este contexto, el marketing deportivo se ha convertido en una herramienta clave para el desarrollo de clubes, eventos y organizaciones.<\/p>\n\n\n\n

Carlos Cisternas (2018), en un apartado sobre Marketing Deportivo y Marketing de Servicios, realizado por el Sistema de Bibliotecas de la Universidad Andr\u00e9s Bello con fines acad\u00e9micos, se\u00f1ala que: \u201cEl marketing deportivo es la disciplina que basa sus acciones en la aplicaci\u00f3n de t\u00e9cnicas de comercializaci\u00f3n, precios, comunicaci\u00f3n y distribuci\u00f3n al \u00e1mbito del deporte\u201d. Su \u00edcono fundador del sport marketing como tal es Philip Knight, cofundador de Nike y CEO de la compa\u00f1\u00eda hasta 2004.<\/p>\n\n\n\n

Seg\u00fan este apartado, la promoci\u00f3n de eventos y entidades deportivas, as\u00ed como la difusi\u00f3n de marcas o productos a trav\u00e9s de estos eventos y entidades, genera cuatro grandes \u00e1reas. La primera est\u00e1 relacionada con el marketing de eventos deportivos, se\u00f1alando que estos son cada vez m\u00e1s numerosos y m\u00e1s dependientes de patrocinadores, sponsors y del propio marketing publicitario que rodea a un acontecimiento de este tipo. Su objetivo es comunicar, promocionar y dar visibilidad a las marcas que han patrocinado el evento deportivo.<\/p>\n\n\n\n

En la segunda \u00e1rea se menciona el marketing de deportes en general, en donde el deporte constituye un pilar fundamental de la sociedad y, por eso, tanto entidades p\u00fablicas como organizaciones privadas dedican tiempo y esfuerzo a la promoci\u00f3n de h\u00e1bitos saludables asociados a la pr\u00e1ctica deportiva.<\/p>\n\n\n\n

La tercera \u00e1rea corresponde al marketing de productos o servicios deportivos. Aqu\u00ed se plantea que la idea es promover la venta de otros productos a trav\u00e9s del deporte. Es as\u00ed como dichos productos o servicios se asocian a los valores esenciales de un deporte o deportista para atraer a su mismo p\u00fablico objetivo y mejorar la fidelidad. Los fan\u00e1ticos de los grandes deportistas permanecen fieles a la marca que los patrocina. De aqu\u00ed surgen los contratos multimillonarios que reciben muchos deportistas por el hecho de llevar el logo de una marca o vestir sus prendas mientras compiten.<\/p>\n\n\n\n

En la cuarta \u00e1rea se menciona el marketing de entidades o deportistas. En este caso en particular, son las entidades o los equipos de marketing de los deportistas los responsables de promover sus actividades, imagen y extender su reconocimiento entre el p\u00fablico objetivo y potencial. Dentro de esta categor\u00eda se incluir\u00edan tanto los casos de deportistas como Alexis S\u00e1nchez o Claudio Bravo, como tambi\u00e9n las estrategias establecidas por entidades de referencia como la escuder\u00eda Red Bull, el club de f\u00fatbol Barcelona, la Universidad de Chile, Colo-Colo, entre otros.<\/p>\n\n\n\n

Mullin, Hardy y Sutton (2014) se\u00f1alan que el marketing deportivo implica comprender las necesidades y motivaciones de los consumidores del deporte para ofrecerles propuestas atractivas que vayan m\u00e1s all\u00e1 del resultado de un partido. Esto es clave, ya que el deporte tiene un componente emocional muy fuerte, donde los aficionados desarrollan v\u00ednculos profundos con sus equipos.<\/p>\n\n\n\n

Sin embargo, no todo es comercio. Un buen marketing deportivo tambi\u00e9n debe ser coherente con la identidad de la instituci\u00f3n y su comunidad. Es lo que permite que una instituci\u00f3n crezca, se conecte con su gente y trascienda m\u00e1s all\u00e1 del juego.<\/p>\n\n\n\n

Para finalizar, espero que mi querido Deportes Melipilla no desaparezca y que inicie, en 2027, su participaci\u00f3n en Tercera B sin la administraci\u00f3n que lo llev\u00f3 a la situaci\u00f3n actual. Disculpen el comentario personal.<\/p>\n\n\n\n

Saludos.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Por Pablo Jara Quinteros. Profesor de Educaci\u00f3n F\u00edsica, Magister en Gesti\u00f3n deportiva. pablojaraquinteros@gmail.com       Hola, \u00bfc\u00f3mo est\u00e1n? Hoy el deporte no solo se vive en la cancha, sino tambi\u00e9n en la forma en que se comunica, se posiciona y se vincula con las personas. En este contexto, el marketing deportivo se ha convertido en una herramienta<\/p>\n

Leer m\u00e1s<\/span><\/a><\/div>\n","protected":false},"author":2,"featured_media":19461,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-19401","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-opinion"],"yoast_head":"\nMARKETING DEPORTIVO - Diario El Labrador<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/diarioellabrador.cl\/index.php\/2026\/05\/14\/marketing-deportivo\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MARKETING DEPORTIVO - Diario El Labrador\" \/>\n<meta property=\"og:description\" content=\"Por Pablo Jara Quinteros. 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