Women's sports sponsorship. Current situation and trends
Abstract
Sports sponsorship continues to be one of the fundamental communication formulas in relation to Corporate Social Responsibility. In recent years, women's sports successes seem to have gone hand in hand with the increase in sponsorships, although it has been confirmed that these sponsorships represent a lower economic investment than that made for men's sports. In our study, we monitored the main sponsoring companies in relation to women's sports in order to assess how they manage this resource and how it is reflected in their communication strategies. In addition to this, the content analysis of these sponsorships will allow us to identify trends and even the problems.
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