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Las Empresas Sitúan a España En La Élite Global

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Las Empresas Sitúan a España En La Élite Global elEconomista.es | 1 | VIERNES, 28 DE JUNIO DE 2019 LAS EMPRESAS SITÚAN A ESPAÑA EN LA ÉLITE GLOBAL Cerca del 3 por ciento de toda la inversión en España durante 2018 estuvo vinculada al patrocinio deportivo, según un estudio reciente. La cifra subraya la dimensión económica del deporte y el grado de compromiso de las compañías españolas con este sector. Su implicación, sumada al inmenso talento de nuestros deportistas –hombres y mujeres–, ha hecho de España un referente internacional en cada vez más disciplinas, contribuyendo además a difundir la práctica del deporte en toda la sociedad. elEconomista.es | 2 | VIERNES, 28 DE JUNIO DE 2019 Juan Carlos Escotet Ana Botín Jordi Gual Rami Baitiéh Demetrio Presidente Presidenta de Banco Presidente Director ejecutivo Carceller Arce de Abanca Santander de CaixaBank de Carrefour España Presidente ejecutivo de Damm Una inversión altamente rentable para toda la sociedad La inversión en patrocinio sigue creciendo gracias a la gran apuesta de las empresas de prestigio de España, especialmente en la activación del mismo, y entre las tendencias destaca la creación de valor mediante el acceso a contenido único. Por N. García L PATROCINIO SIGUE crecien- por ciento), la visibilidad de la marca (73 por Big Data, e-Sports, realidad aumentada y vir- do, y cada vez más empresas se están suman- ciento), la hospitalidad y experiencias que tual, geolocalización y gamificación en los do a esta tendencia, según el barómetro de el dinero no puede comprar (50 por ciento), próximos años. patrocinio deportivo, elaborado por SPSG el acceso a contenido único (46 por ciento) España es un país donde el deporte está Consulting. Además, los incentivos fiscales y la presencia en medios (46 por ciento). dominado por el fútbol, por lo que las mar- contribuyen, pero no son la motivación prin- Empresas como Banco Santander, Coca- cas que lo patrocinan tienen un mayor nivel cipal, ganan peso las razones institucionales. Cola, Rakuten, Emirates, BBVA, Movistar, de asociación. De este modo, el ranking de Y mejorar la reputación de marca ocupa el Red Bull, Caixabank, Bwin, Qatar Airways, empresas asociadas lo encabeza Emirates cuarto lugar entre los principales objetivos Repsol, Endesa, Aquarius, Iberdrola, Beko, (77,1), seguida de Rakuten (68,88) y el San- de la inversión en patrocinio. Tras la visibi- Heineken, Bankia, Unicef, Mahou, El Corte tander (61,67). Respecto a otros deportes, E lidad de marca, la asociación de valores y el Inglés, Estrella Damm y Powerade se llevan Endesa es la marca más asociada al balon- prestigio de marca. la tarta del patrocinio del deporte español. cesto, mientras que Movistar lo hace con el Los elementos clave en la activación del En relación al tipo de marketing, la inno- ciclismo, Repsol en deportes de motor, patrocinio son la exclusividad del sector (85 vación es la clave, pues está marcado por el Iberdrola en deporte practicado por muje- Javier Tebas Paloma Real Juan Roig Ignacio Garralda Presidente Directora general de Presidente Presidente de Mutua de LaLiga Mastercard España de Mercadona Madrileña elEconomista.es | 3 | VIERNES, 28 DE JUNIO DE 2019 Jesús Nuño Tomás Fuertes José Bogas Ignacio S. Galán Luis Gallego de la Rosa Presidente Consejero delegado Presidente y consejero Presidente Presidente de El Corte Inglés de Grupo Fuertes de Endesa delegado de Iberdrola de Iberia res, Once en el deporte paralímpico, Aqua- Además, añaden que “es interesante men- que los hombres y, sin embargo, no reciben rius en running y Rolex en tenis. cionar los deportes emergentes, cuya apari- la misma ayuda económica. Además de las marcas de telecomunica- ción en los medios se ha multiplicado en los El deporte se está feminizando y está gene- ciones, aerolíneas y bebidas, también existe últimos años. Hablamos de deportes como el rando poco a poco mayor interés. Los éxitos una tendencia al alza de marcas asociadas fútbol femenino o el rugby”. Las principales deportivos son un buen motivo para que los con el entretenimiento, como los juegos de ventajas para patrocinar son “la posibilidad patrocinadores quieran invertir en las chi- casino y apuestas. Por ejemplo, la marca bri- de que aparezcan deportistas nacionales con cas. Superación, valentía, compromiso, esfuer- tánica-maltesa Betway, que patrocina varios grandes éxitos en un deporte poco conocido. zo, unión, fortaleza... Todos estos valores son equipos de primera división. Por ejemplo, Carolina Marín, convirtiéndo- sinónimo de deporte femenino. Manel Valcarce y Luis de la Riva, profe- se en la mejor jugadora del mundo de bádmin- Carlos Cantó, CEO de SPSG Consulting, sores del Master Univer- ton. Y la posibilidad de obtener un elevado profesor de Sports Busi- sitario en Gestión Depor- retorno de una inversión pequeña. Patroci- ness de Esade Business tiva de la Universidad nar clubes deportivos de impacto local repre- School, indica que “los atrocinar clubes Internacional de Valen- senta una inversión menor que la de patroci- deportes van evolucio- uperación, valentía, cia, aseguran que “disci- nar clubes de élite. A pesar de ello, si el club nando, y la aparición (o de impacto plinas como el fútbol, el personaliza la oferta de patrocinio y se ade- desaparición) de iconos compromiso, P baloncesto, el tenis y las cúa a los intereses del patrocinador (realizan- y referentes impulsan o S local y nacional ha carreras de motos pre- do activaciones, utilizando indicadores para desaceleran ciertos de- esfuerzo, fortaleza, sentan rasgos en común: medir el impacto del patrocinio, etc.), es posi- portes. Detrás de los disparado el interés una enorme populari- ble obtener una gran rentabilidad al patroci- grandes “tradicional- unión... Son sinónimo dad entre el público nio realizado”, añaden los profesores. mente” mayoritarios en social por el deporte español, la presencia de Además, en fútbol, tenis, baloncesto, nata- España (fútbol, balon- de deporte femenino grandes deportistas ción y golf cada vez más hay patrocinios que cesto, tenis, motociclis- cuyas proezas ocupan apuestan por las federaciones femeninas. mo, etc.), la aparición de portadas de diferentes medios de comuni- Hoy, las empresas se están marcando nuevas ídolos (Severiano Ballesteros y Sergio García cación y una legión de seguidores. estrategias, apostando decididamente por el en golf; Carolina Marín en Badminton; Fer- Como puede apreciarse, la selección del deporte femenino, a través de acuerdos con nando Alonso en Fórmula 1; Javier Fernán- patrocinio deportivo por parte de grandes el Consejo Superior de Deportes y la Real dez en patinaje sobre hielo, David Cal y Saúl marcas suele estar más influenciada por el Federación Española de Fútbol. Se están Craviotto en piragüismo, Gemma Mengual número de seguidores de una modalidad empezando a reconocer a las mujeres en estas y Ona Carbonell en natación sincronizada...) deportiva que por el número de practican- disciplinas, que de hecho, en los Juegos Olím- son resortes que impulsan el deporte en par- tes”. picos de Río 2016, consiguieron más éxitos ticular. Fernando Bergasa Isaías Táboas Antonio Brufau José María Presidente ejecutivo Presidente Presidente Álvarez-Pallete de Redexis de Renfe de Repsol Presidente de Telefónica elEconomista.es | 4 | VIERNES, 28 DE JUNIO DE 2019 Principales eventos deportivos en 2019 12-18 / Ciclismo: Binckbank Tour (Paises Bajos) JUNIO 13-17 / Ciclismo: Vuelta A Burgos OCTUBRE 16-30 / Fútbol: Eurocopa Sub-21 (Italia-San Marino) 14 / Fútbol: Supercopa Europa (Estambul) 3-6 / Motor: Wrc. Rally Gran Bretaña 27-30 / Golf: Andalucía Vald. Masters (Sotogrande) 16-24 / Hockey Hierba: C. Europa (Amberes) 3-6 / Golf: Open De España 27/6 - 7/7 / Baloncesto: Eur. Femenino (Serbia-Letonia) 18 / Atletismo: Müller Grand Prix (Birmingham) 4-13 / Gimnasia Artística: C. Del Mundo (Stuttgart) 28-29 / Triatlón: Series Mundiales (Montreal) 19-25 / Badminton: Campeonato Del Mundo (Basilea) 5-27 / Fútbol: Mundial Sub-17 (Perú) 28/6 - 7/7 / Voley Playa: C. del Mundo (Hamburgo) 21-25 / Piragüismo: Mundial Aguas Tranquilas (Szeged) 6 / Motociclismo: Gran Premio Thailandia (Buriram) 29-30 / Atletismo: Prefontaine Classic (Eugene) 22-25 / Motor. WRC. Rally Alemania 7-13 / Tenis: Masters 1000 Shanghái (China) 30 / Fórmula 1: Gran Premio Austria (Red Bull Ring) 23-8 / 8-9 / Voleibol: Europeo Femenino 12 / Fútbol: Clas. Eurocopa 2020 (Noruega-españa) 30 / Motociclismo: Gran Premio Holanda (Assen) 24 / Atletismo: Meeting De Paris 12 / Ciclismo: Giro De Lombardía (Italia) 24-8 / 15-9 Ciclismo: Vuelta A España 12-13 / Superbikes: G.P. Argentina (San Juan) JULIO 25 / Motociclismo: Gran P. Gran Bretaña (Silverstone) 13 / Fórmula 1: Gran Premio Japón (Suzuka) 1-14 / Tenis: Wimbledon (Londres) 25 / Ciclismo: Euroeyes Cyclassics (Hamburgo) 15 / Fútbol: Clas. Eurocopa 2020 (Suecia-españa) 4-14 / Hockey Patines: C. Del Mundo (Barcelona) 25-31 / Judo: Campeonato Del Mundo (Tokio) 15-20 / Ciclismo: Tour De Guangxi (China) 5 / Atletismo: Athletissima (Lausanne) 25-8 / 1-9 / Remo: C. Del Mundo (Ottensheim) 15-20 / Badminton: World T. Denmark Open (Odense) 6-7 / Triatlón: Series Mundiales (Hamburgo) 26-8 / 8-8 / Tenis: Us Open (Nueva York) 20 / Motociclismo: Gran Premio Japón (Motegi) 6-7 / Superbikes: G.P. Reino Unido (Donington Park) 28-8 / 1-9 / Triatlón: Series Mundiales (Lausanne) 22-27 / Badminton: World Tour. French Open (París) 6-28 / Ciclismo: Tour De Francia 28-8 / 1-9 / Mountain Bike: C. Del Mundo 24-27 / Motor: Wrc. Rally Catalunya 7 / Motociclismo: Gran Premio Alemania (Sachsenring) 29 / Atletismo: Weltklasse Zürich 25-26 / Superbikes: G.P. Catar (Losail) 7 / Atletismo: Meeting Madrid 31-8 / 15-9 / Baloncesto: C. Del Mundo (China) 27 / Motociclismo: Gran Premio Australia (Phillip Island) 12 / Atletismo: Herculis (Mónaco) 27 / Fórmula 1: Gran Premio México (H. Rodríguez) 12-28 / Natación: Campeonato del Mundo (Gwangju) SEPTIEMBRE 28-10 / 3-11 / Tenis: Wta Finals (Shenzhen) 13-21 / Baloncesto: Europeo Sub-20 Masculino (Tel Aviv) 1 / Fórmula 1: Gran Premio Bélgica (Spa) 28-10 / 3-11 / Tenis: Masters 1000 París (Francia) 14 / Fórmula 1: Gran Premio Gran Bretaña (Silverstone) 1 / Ciclismo: Bretagne Classic (Francia) 14-27 / Waterpolo: Campeonato del Mundo (Gwangju) 3-27 / Tiro: Campeonato De Europa (Italia) NOVIEMBRE 14-27 / Fútbol: Camp.
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