Progression of the management of sports sponsorship in Spain. 22th Century?
Keywords:
Managers, sport sponsoring, relational approach and/ or network approach.
Abstract
Economic crises deepen the wit and it is a suitable period to gamble and innovate. Prior to the current situations, they have brought about them new paradigms in the field of communication, fruit of this need for change that leads to a sector or market affected by the economic downturn. The sponsorship, as a technique of communication, has lived it; and at the present time it must reinvent itself and adapt and progress. This paper defends that the sponsorship in the sport area must be managed under a relational perspective and/or network, working to forge relationships that allow to the managers to take advantage of synergies between the participating entities.Downloads
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Published
2014-05-07
How to Cite
Femenía Almerich S. (2014). Progression of the management of sports sponsorship in Spain. 22th Century?. Historia y Comunicación Social, 19, 575-585. https://doi.org/10.5209/rev_HICS.2014.v19.45162
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