Advertising design as a tool of sports marketing, for the development of local sports institutions 203 54
Case study Potros A.C. Toluca State of Mexico
DOI:
https://doi.org/10.51896/rilcods.v8i78.1214Keywords:
Advertising design, Sports marketing, Sports institutionsAbstract
The present study aims to analyze the role of advertising design as a tool within sports marketing, focusing on strengthening local sports institutions dedicated to American football in Toluca, State of Mexico. Through the specific case of Potros A.C., the study examines how the implementation of advertising design, together with marketing strategies, can enhance interaction with the target market and the community in general. This approach allows clubs not only to promote their activities but also to build a solid, professional, and emotionally meaningful identity. In the context of American football, where competition for attention and resources is intense, a coherent and attractive visual image is essential to foster a sense of belonging, consolidate fan bases, and achieve positioning against other teams. Potros A.C. is a sports organization that operates with characteristics similar to a small or medium-sized enterprise (SME), generating employment and driving economic and social development in its environment. For this reason, it represents an appropriate case to analyze how local institutions can benefit from advertising design and marketing. In this sense, advertising design is proposed not only as an aesthetic resource but as a strategic tool capable of increasing the institution’s visibility, consolidating its image, and projecting a long-term vision. To achieve this, surveys will be conducted to identify public preferences and define the most suitable strategies for visual communication design.
Downloads
References
Almomani, Z., Al-Hawary, M., Oudat, M., & Al Okor, A. (2019). The effectiveness of sports marketing strategies in the jordanian physical education faculties from view of the graduate students. International Journal of Higher Education, 8(4), 61–71. https://doi.org/10.5430/ijhe.v8n4p61
Analuisa, F. R. L. (2023). La importancia del marketing deportivo en el desarrollo de las instituciones deportivas de la ciudad de Ambato. Journal of Science and Research. 8(1), 20-36. https://revistas.utb.edu.ec/index.php/sr/article/view/2846
Anderson, J. C., & Narus, J. A. (2020). Business market management: Understanding, creating, and delivering value (4th ed.). Pearson.
Colomer Martínez, M. (2023). La sociología del deporte y su aplicación en el marketing deportivo: a propósito de un caso aplicado al Zunder Palencia. [Tesis de Maestría. Universidad de Valladolid]. https://uvadoc.uva.es/handle/10324/63317
De Mooij, M. (2019). Consumer behavior and culture: Consequences for global marketing and advertising (3rd ed.). SAGE Publications
Duffett, R. and Thomas, S. (2024), “Health nonprofit organizations use of social media communication and marketing during Covid-19: a qualitative technology acceptance model viewpoint”, Social Sciences and Humanities Open, Vol. 10 No. 101042, pp. 1-10, doi: 10.1016/j.ssaho.2024.101042.
J. C. Anderson and J. A. Narus, “Selectively Pursuing More of Your Customer’s Business,” Sloan Management Review, 2003, pp. 42-49. J. C. Anderson and J. A. Narus, “Selectively Pursuing More of Your Customer’s Business,” Sloan Management Review, 2003, pp. 42-49. - References - Scientific Research Publishing
Kahiya, E., Ashill, N. y Perkinson, O. (2023), “Gobernanza de marcas en eventos deportivos internacionales recurrentes: la serie ‘Sevens’ de rugby mundial”, European Sport Management Quarterly, Vol. 23 No. 5, pp. 1477-1499, doi:10.1080/16184742.2022.2030383.
Katz, M., Baker, T., y Du, H. (2020). Team identity, supporter club identity, and fan relationships: A brand community network analysis of a soccer supporters club. Journal of Sport Management, 34(1), 9-21. 10.1123/jsm.2018-0344
Kotler, P., & Keller, K. L. (2021). Marketing management (16th ed.). Pearson Education.
Krzy_zowski, F. y Strzelecki, A. (2023), “Creando un vínculo entre la afición y un club de fútbol en redes sociales: un caso de aficionados polacos”, Soccer and Society, vol. 24, n.º 5, págs. 668-681,
Lalaleo Analuisa, F., Bonilla Jurado, D., y Vilcacundo Pérez, S. (2023). Relación entre la estrategia de comunicación y la Toma de decisiones en el desarrollo de marketing mix digital en Multisa CAD como empresa 4.0. Revista SIGMA, 10(1), 106-115. https://doi.org/10.24133/ris.v10i01.2924.
Mastromartino, B; Qian, T., Wang, J. y Zhang, J. (2020). Desarrollo de una base de fanáticos en nichos de mercado deportivos: un examen de la afición de la NHL y la sostenibilidad social en el Sunbelt. Sostenibilidad, 2020, 12(3), 1115. 10.3390/su12031115 [ Enlaces
Mendizabal Leinena, X., San-Jose, L. y Garcıa-Merino, J.D. (2022), “Monetización del valor social en los clubes deportivos”, Sport, Business and Management: An International Journal, Vol. 12 No. 5, pp. 560-579,doi:10.1108/SBM-09-2021-0107.
Mullin, B. J., Hardy, S., & Sutton, W. A. (2022). Sport marketing (5th ed.). Human Kinetics.
Muñoz-Soria, D. (2021). Diseño y validación de instrumentos de recolección de datos en investigación cuantitativa. Revista Electrónica de Investigación Educativa, 23(2), 1–18. https://doi.org/10.24320/redie.2021.23.e02.3004
Pachau Torres, W. A., Alvarado Figueroa, M. A. y Romero Echevarría, L. M. (2026). Vista de Marketing deportivo: claves y perspectivas globales desde una revisión sistemática
Pinargote, K. (2019). Importancia del marketing en las empresas. Fipcaec, 4(10), 77–96. https://doi.org/10.23857/fipcaec.v4i10.38
Rengel, M. D., Suconota, D. G., & Moscoso, A. E. (2022). Ventajas del Marketing Digital en el sector comercial de Ecuador, en tiempos de COVID-19. Revista Espacios, 43(03), 43-52. http://saber.ucv.ve/ojs/index.php/rev_esp/article/view/23718
Tuten, T. L., & Solomon, M. R. (2021). Social media marketing (4th ed.). SAGE Publications.
Wheeler, A. (2021). Designing brand identity: An essential guide for the whole branding team (5th ed.). Wiley. doi:10.1080/14660970.2022.2095619
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
