David Falk: Algunas cuestiones abiertas para el marketing deportivo. [David Falk: Some open questions for the sports marketing arena].

José A. Martínez


David Falk, el que fuera el representante del jugador de baloncesto Michael Jordan, es una figura de referencia para el marketing deportivo. Falk contribuyó decisivamente a revitalizar el marketing deportivo, ayudó a construir lo que probablemente sea la relación comercial más importante del deporte (Jordan-Nike),  y llevó hasta el extremo la filosofía de que en la negociación lo importante es que tu cliente llegue a conseguir el  máximo dinero posible, más allá de que ese sea su valor de mercado o que el propio mercado pueda admitir esa inflación. En este artículo se repasan algunos de los hechos más destacados de su vida profesional y, desde una perspectiva crítica, se relacionan con varias cuestiones abiertas que el mundo académico y profesional del deporte continúa discutiendo.


David Falk, former agent of the basketball player Michael Jordan, is a figure of reference for sports marketing. Falk was instrumental in revitalizing the sports marketing. He helped to build what is probably the most important relationship in sport business (Jordan-Nike), and strongly defended a radical philosophy of negotiation, where the most important is the maximization of  client gains, regardless their true market value or if  the market can admit such inflation. This article reviews some of the highlights of his career facts and, from a critical perspective, discusses several open issues related to the academic and professional world of sports. To achieve this aim, several recent contributions to the marketing and sports literature are commented.




Braunstein-Minkove, J. R.; Zhang, J. J., & Trail, G. T. (2011). Athlete endorser effectiveness: Model development and analysis. Sport, Business, and Management: An International Journal, 1, 93-114.

Cherrier, H. & Murray, J. B. (2004). The sociology of consumption, the hidden facet of marketing. Journal of Marketing Management, 20, 509-525.

 Chien, P. M.; Cornwell, T.B., & Pappu, R. (2011). Sponsorship portfolio as a brand-image creation strategy. Journal of Business Research, 64, 142-149.

Ding, H., A.; Molchanov, E., & Stork P. A. (2011). The value of celebrity endorsements: A stock market perspective. Marketing Letters, 22(2), 147-163.

Falk, D. (2009) The bald truth. New York: Pocket books.

Katz, D. (1994). Just Do It: The Nike Spirit in the Corporate World. Hollbrook, MA: Adams Media Corporation.

Lear, K. E.; Runyan, R. C., & Whitaker, W. H. (2009). Sports celebrity endorsements in retail products advertising. International Journal of Retail & Distribution Management, 37(4), 308-321.

Llopis-Goig, R. (2014). Football clubs’ ownership and management. The fans’ perspective. RICYDE. Revista Internacional de Ciencias del Deporte, 35(10), 16-33.

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Martínez, J. A. (2014). Publicidad, baloncesto y zapatillas. Almería: Editorial Círculo Rojo.

Martínez, J. A. (2014). The paradoxical marketing of sports equipment brands.  RICYDE. Revista Internacional de Ciencias del Deporte, 35(10), 1-3. 

Price, J.; Remer, M., & Stone, D. F. (2012).  Subperfect game: Profitable biases of NBA referees. Journal of Economics & Management Strategy, 21, 271-300.

Rossiter, J. R. & Smidts, A. (2012). Print advertising: Celebrity presenters. Journal of Business Research, 65, 874-879.

Smit, B. (2008). Sneaker wars. New York: Harper Collins.

Strasser, J. B. & Becklund, L. (1991). The story of Nike and the men who played there. San Diego: Harcourt Brace Jovanovich.

Tripp, C.; Jensen, T. D., & Carlson, L. (1994). The effects of multiple product endorsements by celebrities on consumers' attitudes and intentions. Journal of Consumer Research, 20(4), 535-547.

Wang, Y.; Hilsman, W.; Caudill, S. B., & Mixon, F. G., Jr. (2014). Television coverage and outcome uncertainty in sports: Empirical evidence from the NBA and WNBA. RICYDE. Revista Internacional de Ciencias del Deporte, 35(10), 34-45.

Palabras clave/key words

David Falk; negociación; deporte profesional; marketing deportivo; negotiation; professional sport; sport marketing.

Texto completo/Full Text:


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RICYDE. Revista Internacional de Ciencias del Deporte

Publisher: Ramón Cantó Alcaraz
ISSN:1885-3137 - Periodicidad Trimestral / Quarterly
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