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Marketing deportivo, los secretos del dinero en los estadios - Gestion.Org Saltar al contenido El marketing deportivo es la subdivisión del marketing que promociona o exhibe sus productos o marca a través de deportistas, clubes o eventos deportivos. Tanto si te has unido a la moda del running, eres fiel seguidor de algún equipo, como si nunca has pisado un estadio, la influencia del mundo del deporte es indudable. Solo en España, la industria del deporte aporta el 2,4% a la riqueza del país, ¿has pensado alguna vez qué y cómo se utiliza el deporte para vender ? Hoy nos vestimos de corto para hablar de marketing deportivo . En sus marcas, listos, ¡YA!
¿Qué es el Marketing deportivo? Antes de nada, debemos identificar quiénes son los actores en este mercado. Veamos quiénes son estos stakeholders y qué intereses tienen aquí:
Deportistas : buscan patrocinios, bien para poder practicar su deporte (sobre todo en deportes minoritarios) bien para aumentar sus ingresos.Clubes : venden entradas, reciben patrocinios y venden derechos audiovisuales. Pagan a deportistas.Ligas y asociaciones : venden marca, agrupan clubes para aumentar su autoridad.Aficionados : compran entradas, productos de patrocinadores, retransmisiones de tv, productos oficiales…Eventos : como los Juegos Olímpicos, el Mundial de fútbol o cualquier campeonato por pequeño que sea. Buscan patrocinadores para sufragar los gastos de organización.Medios : compran derechos audiovisuales, venden publicidad y retransmisiones de pago.Empresas : son patrocinadoras, buscan promocionarse a través de clubes, deportistas y eventos. Además de todo este entramado de intereses hay un factor clave que diferencia a este sector: la emoción . Estadios llenos, colas y aficionados dispuestos a viajar a la otra punta del mundo por acudir a un evento deportivo. La compra es emocional . Y emoción es lo que el deporte tiene como nadie. ¿No crees que el marketing tiene mucho que decir aquí?
Definición de marketing deportivo El marketing deportivo es el nexo de unión de todos esos intereses separados. Es un escenario peculiar en el que no se entienden unos actores sin otros. En términos de mercadotecnia , un deporte sin aficionados, productos, patrocinios y todo lo que le rodea, no tiene sentido. Acostumbrados en marketing a tratar de clientes y productos , en el marketing deportivo todavía nos cuesta usar términos. Preferimos usar otras palabras, como aficionados y emociones . Con este primer retrato esperamos te hayas hecho una idea del tamaño e importancia de lo que tenemos entre manos, ya ves que no es poco, ¿no? Sigamos.
Estrategia de marketing deportivo Dentro de la lista de «jugadores» del marketing deportivo debemos hacer una clasificación. Por un lado, las llamadas «sport properties « , que son deportistas, clubes, ligas y eventos, que tienen relación directa con el deporte. Por el otro, los medios y las empresas que utilizan el mundo del deporte para sus intereses. Y por último los aficionados, que compran entradas y merchandising movidos por la emoción. En función de las relaciones entre los actores del marketing deportivo distinguimos 2 estrategias:
1. Patrocinios Empresas y marcas comerciales utilizan una «sport property» como plataforma de publicidad. Los productos promocionados pueden no tener nada que ver con el deporte en cuestión. Así, como veremos luego, nos encontramos marcas de coches patrocinando torneos de tenis, o bebidas energéticas esponsorizando carreras de coches. Los patrocinios a su vez pueden ser:
Eventos : los organizadores del evento utilizan esos fondos para sufragar los gastos de organización.Deportistas o clubes : permiten a las empresas patrocinar sus activos (marca, estadio, coches…) y utilizan ese dinero para financiar la práctica deportiva. Esto es muy común. De hecho, si pensamos en el campeonato español de fútbol vemos que se llama «Liga Santander» por estar promocionada por el Banco Santander.
2. Difusión de marcas y productos Una acción distinta de marketing deportivo, más allá de prestar solo la imagen, consiste en aportar un producto relacionado. Al igual que en el caso anterior podemos distinguir:
Eventos : una marca de relojes que patrocina el cronometraje en los Juegos Olímpicos o el balón oficial del Mundial de fútbol.Deportistas o clubes : como una marca de camisetas de montaña que patrocina la indumentaria y equipamiento de una expedición de alta montaña. En cualquier caso, un patrocinador busca siempre aprovechar la notoriedad y visibilidad de un deportista o evento para mostrar sus productos a los aficionados (clientes). En deportes minoritarios también existe la figura del patrocinio público (becas ADO, subvenciones…) que llega donde el patrocinio comercial no lo hace.Marketing deportivo en coche de carreras: Darryl Morán
Productos de marketing deportivo Vamos a ver una tabla, extraída del libro «Cómo conseguir dinero a través del marketing deportivo», de Esteve Calzada , con los principales productos de marketing deportivo. El ejemplo usado es un club de fútbol, aunque sería similar para cualquier otro club deportivo. Sus clientes son, por un lado, los aficionados, B2C (Business to costumer), que acuden a los partidos y eventos, pagan entradas y consumen productos del club tanto en el estadio como fuera. Y por el otro, las empresas y medios, B2B (Business to Business) , que aprovechan la notoriedad del club para usarlo como plataforma publicitaria o como proveedores. En un club de fútbol grande, como puede ser el Real Madrid, el F.C. Barcelona o el Manchester United, los productos B2C serían las entradas a los partidos y los productos oficiales: camisetas, bufandas, etc. En cambio, los productos B2B serían los derechos de televisión y la publicidad en sus activos (estadio, camisetas, etc). Sus productos se dividen en 3 modelos:
Estadio : los ingresos que llegan de venta de entradas y venta de productos en el estadio.Marketing : venta de productos oficiales a los aficionados y patrocinios a empresas.Media : otros ingresos atípicos, exclusivos de deportistas y clubes con mucha visibilidad. Derechos audiovisuales y otro ingresos de marketing deportivo online. A veces nos cuesta entender porque los grandes deportistas ingresan tanto dinero, pero piensa en todo lo que hay detrás. Si no hubiera interés por lo que hacen, si nadie pagara una entrada o comprara una camiseta ¿crees que habría marcas dispuestas a patrocinar? ¿Crees que existiría el marketing deportivo? Vamos a seguir con más ejemplos que van a aclararte del todo de qué va todo esto.
Ejemplos marketing deportivo Si te estabas preguntando cómo serían casos reales de estrategias de marketing deportivo, analicemos algunas.
1. Torneo de tenis de Wimbledon Tomemos el ejemplo de uno de los eventos deportivos más potentes del mundo y que tiene una estrategia de marketing deportivo ejemplar. Como hemos leído en este artículo de Expansión , Wimbledon se ha decantado por mantener unos valores íntegros y basar su estrategia en su autoridad como escaparate único. El All England Tennis Club , organizador del torneo, tiene unas normas muy estrictas de publicidad. Su autoridad es tan grande que incluso puede permitirse limitar la presencia de las marcas patrocinadoras fuera del alcance de las cámaras de televisión. En su estrategia vemos 2 tipos de marketing deportivo o sport marketing para ellos.
Difusión de producto Cuentan con el sponsor más longevo conocido; la marca Slazenger aporta las pelotas de tenis desde 1902, 115 años de colaboración. ¿No crees que ha sido una colaboración exitosa? Además otras marcas como Evian o Stella Artois son los suministradores oficiales de agua y cerveza del torneo.
Patrocinio Wimbledon transmite una imagen de excelencia y calidad. Como resultado, atrae a marcas que quieren tener esos valores, como IBM, Jaguar o Ralph Lauren. Estas, si no pueden aportar directamente sus productos, utilizan el torneo como escaparate para su imagen.
2. Red Bull y marketing deportivo Si alguien se ha especializado en marketing deportivo ha sido la marca de bebidas energéticas más famosa del mundo. En el ejemplo que os traemos combinaron a la perfección una acción de street marketing con marketing deportivo. ¿Te imaginas que vas por la calle y te encuentras un pit-stop de un Fórmula 1 en directo? Pues eso fue lo que hicieron los chicos de Red Bull en Londres. La creatividad y capacidad de sorprender de la acción, combinadas con el atractivo del deporte (la Fórmula 1 en este caso), lograron una acción impactante. Echa un ojo al vídeo y disfruta del Big Ben convertido en un circuito.
¿Vas a ver el marketing deportivo con los mismos ojos? La próxima vez que veas a alguien con la camiseta de un equipo de fútbol, o que compres un producto que anuncia un famoso deportista, piensa en toda la maquinaria de marketing que hay detrás. Te afecte más o menos, el peso de la industria es brutal. Espero que este artículo te haya sido útil y que ahora analices la estrategia de marketing deportivo que hay detrás de cada equipo,campeonato o deporte. Si a alguien más le puede resultar también interesante no dudes en compartir, te lo agradecerá.