Marketing actions in women's and men's football organizations
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- Rafael Cano Tenorio (ES) https://orcid.org/0000-0003-3048-4141
- César Serrano Domínguez (ES) https://orcid.org/0000-0002-7344-3166
Abstract
The development of marketing strategies is making it possible to meet the needs of organizations in the world of football and, as a result, to increase the loyalty of their fans. This study analyses the use of social networks by the most important football organizations in the men's and women's categories. The study focused mainly on the analysis of the format used by the broadcasters and the subject matter broadcast.
In order to obtain a more complete and objective vision of the sector, a comparison has been made between different entities in the world of football, regional federations and football clubs, with a presence in the men's and women's categories. In order to achieve the objectives of the study, the main techniques used were direct observation and content analysis, thus reaching results of interest in the field.
The results of the research show that marketing strategies influence the growth of organizations in the football world, although there is still much room for improvement in the coming years. A number of similar recommendations can be made in both the men's and women's categories in order to make the marketing and communication of the organizations more efficient.
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