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Notes:
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El FC Barcelona, el Málaga 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 artículo es analizar dichas estrategias para poder valorar su
rentabilidad económica 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 Málaga
CF y UNESCO (2011) y el programa “Hijos del fútbol” del Granada CF (2013). El
artículo ilustra, no solo diversos niveles de aprovechamiento de dichas estrategias, sino
también objetivos diferentes por parte de los clubes a la hora de concebirlas.
FC Barcelona, Málaga CF and Granada CF were the Spanish soccer clubs that, in the 2013-14 season, had nonprofit
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
Málaga CF and UNESCO (2011) and the spronsorship program ‘Hijos del fútbol’ [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. |
