Sports Marketing Communications in South America

Rosales R.A.; Tito R.G. · Palgrave Studies of Marketing in Emerging Economies (2022) · DOI: 10.1007/978-3-030-88678-3_6

Resumen

Sports has become a great communication platform through the organisation of events. Sports competitions that are broadcast on different channels are attracting more followers around the world. In South America, soccer remains the most popular and the most followed Sports. This chapter reviews the theoretical advances in Sports communication. It presents key indicators of the leading international competitions in South America and how communication has helped strengthen Sports in the region. Also, the chapter compares the most important Sports tournament, the Soccer World Cup, with other events of similar characteristics in a bid to evaluate the relevance to the audiences to which it is directed. Information from academic databases and archival reports from companies dedicated to such Sports were used to measure the audience of television programmes. The chapter, therefore, demonstrates how marketing communication has been utilised as a tool to drive sports in South America. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2022.

Instituciones: Universidad Peruana de Ciencias Aplicadas