Los deportistas de élite como embajadores de marca en Chile : análisis de la estrategia de comunicación en redes sociales de las nuevas generaciones en deportes minoritarios
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2020-01
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UNR Editora
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En este artículo se presentan los resultados de una investigación cualitativa encaminada a conocer qué relevancia adquiere para los deportistas y anunciantes la gestión de redes sociales como plataformas de comunicación estratégica. Se trata de ofrecer una descripción, lo más próxima a la realidad, del nivel de planificación de la comunicación digital de los deportistas de élite de nacionalidad chilena de disciplinas menos masivas, especialmente cuando se convierten en embajadores de alguna marca. Se empleó el método Delphi para lo que se contó con la colaboración de siete profesionales referentes del mundo deportivo de Chile con roles diferentes dentro de la industria del deporte (cuatro deportistas nacionales, sport manager, agente de marketing de Adidas Chile, periodista especializado) con el objetivo de aproximarse y definir, a través de opiniones de expertos en la materia, la estrategia comunicativa imperante en este contexto de análisis. Entre las conclusiones se puede destacar que este perfil de deportista gestiona “espontáneamente” sus redes sociales sin una estrategia comunicativa (ni económica) de base, sin contemplar la posibilidad de desarrollar a largo plazo su propia marca personal que les permita mantener una relación de cobranding con los anunciantes que les patrocinan, interesados cada vez más en este tipo de relación comercial.
This paper shows the results of a qualitative research project aimed to know what importance the sportsmen and advertisers give to the management of social net works as strategic communication plat forms. There is the intention of offering a description, the most closed to reality, about the level of the communication media planning in the Chilean athletes from less massive disciplines, especially when they turn into brand ambassadors. We employed the Delphi Scientific method with seven referents of the sportive world of Chile with different professional vocations (four national athletes, sport manager, marketing agent of Adidas Chile, sportive journalist) to generate a discussion about the communicative strategy from diverse perspectives. The results indicate that the sportsmen manage spontaneously their social net works, without contemplating the possibility of developing their own personal brand that allow them to keep a cobranding relationship with advertisers that sponsor them, who are really interested in this type of commercial exchange.
This paper shows the results of a qualitative research project aimed to know what importance the sportsmen and advertisers give to the management of social net works as strategic communication plat forms. There is the intention of offering a description, the most closed to reality, about the level of the communication media planning in the Chilean athletes from less massive disciplines, especially when they turn into brand ambassadors. We employed the Delphi Scientific method with seven referents of the sportive world of Chile with different professional vocations (four national athletes, sport manager, marketing agent of Adidas Chile, sportive journalist) to generate a discussion about the communicative strategy from diverse perspectives. The results indicate that the sportsmen manage spontaneously their social net works, without contemplating the possibility of developing their own personal brand that allow them to keep a cobranding relationship with advertisers that sponsor them, who are really interested in this type of commercial exchange.
Palabras clave
Deportes, Marketing, Redes sociales, Marca personal, Patrocinio deportivo, Cobranding, Chile