Estrategias publicitarias adoptadas por el principal Club profesional del fútbol ambateño (Macará) para la obtención de patrocinios deportivos durante la época de pandemia

Abstract

The project has been aimed at determining the effectiveness of the strategies that Club Macará de Ambato executed during the pandemic period. This approach was taken to understand the context in which the Club went through the crisis, the decisions that were made and the organizational changes that had to be made to cope with the situation at that time. It is these changes that have allowed the institution to stay afloat. The sporting moment that the team has lived from 2020 to the present has been negative, bad results and complications in the general table have made companies no longer seek the team for the sporting recognition it could have and therefore the Club had to adapt to this situation and evolve, seek new ways that allow it to capture the attention of the fan but mainly of the brands and companies that could inject capital to the club through a sporting sponsorship. Through the research carried out, it has been determined that the strategies implemented by the Club have become effective and have become the route to salvation in these complicated times. Therefore, it is determined that indeed the sports sponsorships depend on the moment, but also on the strategies as an institution you can propose and propose to the sponsors to get the institutional link