Resumo

GUILLEN PEREIRA, Lisbet; MARTINEZ GIL, Lisbet  e  MONTANO RODRIGUEZ, Freddy. Social responsibility in sports marketing. Universidad y Sociedad [online]. 2018, vol.10, n.2, pp. 175-180.  Epub 03-Fev-2018. ISSN 2218-3620.

ABSTRACT

The research proposes an approach to Sports Marketing from the perspective of social responsibility, the analysis allows us to appreciate that Marketing has now become a communication and marketing strategy that has re-dimensioned the sports world, however, it prevails as a fundamental goal making money and in a more secondary plane to meet the needs and desires of people who play sports or who show themselves as enthusiasts; promotes products, brands and services aimed at physical activity or the world of sport through three modalities: the marketing of sporting events, which seeks to impact, improve and enhance the brand image with its consumers through its actions; the Marketing of products or sports services focused on promoting the sale of products and / or services, using the figure of the sport or athlete to achieve or attract target audience and improve the engagement and Marketing of entities or athletes used to implement activities and socialize results among the public.

Palavras-chave : Social responsibility; sports marketing; sponsorship.

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