Sponsorship sales is not only a sport, but an institutional business as well: evidence from two professional football clubs in Latin-America.

José Francisco Navarro Picado

doi:10.5354/0719-0816.2019.56952

Las ventas de patrocinio no son solo un deporte, sino también un negocio institucional: evidencia de dos clubes de fútbol profesionales en américa latina

Autores/as

José Francisco Navarro Picado Escuela de Administración de Negocios - Universidad de Costa Rica, Costa Rica

Resumen

El propósito del artículo es identificar el impacto que tiene la institucionalización, la legitimidad, los comportamientos de aprendizaje y otras características organizacionales, sobre los esfuerzos que realizan los clubes deportivos al intentar firmar contratos de patrocinio. Se realizó comparación exploratoria de dos clubes de fútbol profesional, uno chileno y el otro costarricense. Utilizando una metodología narrativa, el club costarricense fue analizado por observación, a lo largo de un período colaborativo de 2 años, mientras que el club chileno se analizó utilizando entrevistas a profundidad y una revisión de literatura histórica. El análisis reveló que los comportamientos organizacionales tienen un impacto en la cantidad de contratos de patrocinio, tanto de una temporada como de varias temporadas. Se devela que la institucionalización y la legitimidad son un primer paso en este tipo de relaciones, y que por sí solas, se consideran una herramienta de mercadeo. Adicionalmente, se observa que, tanto el aprendizaje organizacional, como las estrategias de consecución de recursos contribuyen en el proceso de firma de contratos de patrocinio, no obstante, debe existir un nivel básico de legitimidad e institucionalización. En concordancia con la Teoría Institucional, la Ecología y el Aprendizaje Organizacional, se evidencia un claro patrón de comportamiento de estos dos clubes profesionales, cada uno dentro de su entorno. Estos comportamientos, que hasta donde sabemos nunca se han analizado antes, produjeron y mantuvieron legitimidad, al tiempo que mostraron un efecto directo en la firma de contratos de patrocinio de una o varias temporadas.

Palabras clave:

Teoría Institucional, Ecología, Dependencia de Recursos, Aprendizaje organizacional, Patrocinio, Mercadeo, Fútbol

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