Proposal of an integrated model of corporate communication management and marketing for Spanish professional sports clubs

Abstract

This paper presents an excellence-oriented communication management and marketing model for sports clubs, which form a very special type of organisation. The methodology used is based on a combination of quantitative and qualitative techniques applied to a universe of 56 sport clubs forming the Spanish Professional Football League and the Spanish Association of Basketball Clubs. Also included is a compilation of the most significant literature of the English-speaking countries on this subject. The study concludes with some basic guidelines, a graphic representation of the model and a set of functions.

KEYWORDS: corporate communication, sport, tools and techniques, model.