Marketing deportivo: claves y perspectivas globales desde una revisión sistemática
| Pages | 1-12 |
| Date | 01 January 2026 |
| Published date | 01 January 2026 |
| Author | Wilmer Alberto Pachau Torres,Marco Antonio Alvarado Figueroa,Luis Miguel Romero Echevarria |
| Subject Matter | Social Sciences |
Resumen
El presente estudio tiene como objetivo analizar las características clave que definen el marketing dentro de la
industria deportiva contemporánea, considerando su impacto en la gestión de marcas, patrocinios, productos y la
relación emocional con los consumidores. Para ello, se empleó una metodología cualitativa basada en una
revisión bibliográfica sistemática, siguiendo el enfoque PRISMA. En este proceso, se realizó una búsqueda en
las bases de datos Scielo, Web of Science y Scopus, aplicando criterios específicos de inclusión y exclusión.
Finalmente, se seleccionaron 40 artículos publicados entre 2019 y 2024 que se alineaban con los objetivos de la
investigación. Los resultados revelan que las estrategias más efectivas en marketing deportivo son aquellas que
integran el posicionamiento de marca, el marketing digital, la fidelización del consumidor y la gestión de
experiencias. Asimismo, elementos como el patrocinio, la personalización del contenido, la presencia en redes
sociales y la explotación del vínculo emocional entre el deporte y sus aficionados han demostrado ser claves para
el crecimiento y la diferenciación en el mercado. Como conclusión, se establece que el marketing deportivo ha
dejado de ser un simple medio de promoción para convertirse en un eje estructural dentro del modelo de negocio
de las organizaciones deportivas. Sin embargo, el entorno actual exige el desarrollo de estrategias innovadoras,
Marketing deportivo: claves y perspectivas
globales desde una revisión sistemática
Sports marketing: keys and global perspectives from a
systematic review
Recibido: 06-02-2025 Aceptado: 16-04-2025
Wilmer Alberto Pachau Torres
https://orcid.org/0000-0003-0485-804X
Wpachauto@ucvvirtual.edu.pe
Universidad César Vallejo. Lima-Perú
Marco Antonio Alvarado Figueroa
https://orcid.org/0000-0002-9034-9788
malvaradofi@ucvvirtual.edu.pe
Universidad César Vallejo. Lima-Perú
Luis Miguel Romero Echevarria
https://orcid.org/0000-0002-1693-2115
romeroechevarr@ucvvirtual.edu.pe
Universidad César Vallejo. Lima-Perú
2026. V6. N 1.
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