Efectos limitados a largo plazo del patrocinio deportivo; extensión del estudio sobre el caso de Divina Pastora en baloncesto profesional. [Limited long-term effect of sport sponsorship; extension of the study on the case of Divina Pastora in professional basketball].

Resumen

Resumen

El objetivo de este estudio fue la reevaluación de la eficacia del patrocinio de la compañía aseguradora Divina Pastora al Joventut de Badalona. Para ello se tomó como base el trabajo de Martínez y Ruiz (2019), donde se valoraron diferentes variables de marketing durante los primeros 15 meses de relación comercial. En este estudio se aplicó la misma metodología, pero con un enfoque a largo plazo, tras 30 meses del inicio del patrocinio. De este modo, se empleó una muestra aleatoria de 150 y 151 participantes en dos mercados diferentes (Cataluña y resto de España, respectivamente), a los que se entrevistó telefónicamente por medio de una empresa especializada. Los resultados fueron consistentes con la evidencia limitada de eficacia obtenida en las evaluaciones a corto y medio plazo, aunque difirieron en el nivel de recuerdo sugerido. Los profesionales del sector deberán evaluar si este tipo de beneficios limitados compensan la gran inversión económica que supone ser el patrocinador principal de un equipo de elite en el deporte profesional.

Abstract

The aim of this study was the re-evaluation of the effectiveness of the sponsorship arrangement between the insurance company Divina Pastora and the basketball team Joventut de Badalona. It is based on the work of Martínez and Ruiz (2019), where different marketing variables were valued during the first 15 months of commercial relationship. In this study we applied the same methodology, but with a long-term approach, 30 months after the beginning of the sponsorship. Therefore, a random sample of 150 and 151 individuals was used in two different markets (Catalonia and the rest of Spain, respectively), which were interviewed by a specialized company. Results were consistent with the limited evidence of efficacy obtained in the short and medium term evaluations, although they differed in the level of aided recall. The professionals of the sector will have to evaluate if this type of limited benefits compensate the important economic investment that supposes to be the main sponsor of a team in professional sport.

https://doi.org/10.5232/ricyde2020.05905

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