{"id":91490,"date":"2020-01-31T11:17:30","date_gmt":"2020-01-31T09:17:30","guid":{"rendered":"https:\/\/ipmark.com\/?p=91490"},"modified":"2020-01-31T11:17:30","modified_gmt":"2020-01-31T09:17:30","slug":"patrocinio-deportivo-en-2020","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=91490","title":{"rendered":"Patrocinio deportivo en 2020. Un tercio de marcas prev\u00e9 aumentar la inversi\u00f3n"},"content":{"rendered":"<figure id=\"attachment_91492\" aria-describedby=\"caption-attachment-91492\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-91492\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2020\/01\/patrocinio-deportivo-en-2020.jpg\" alt=\"Rakuten es la marca con mayor notoriedad como patrocinio de 2019, seg\u00fan el Bar\u00f3metro de Patrocinio Deportivo 2019\" width=\"690\" height=\"460\"><figcaption id=\"caption-attachment-91492\" class=\"wp-caption-text\">Rakuten es la marca con mayor notoriedad como patrocinio de 2019, seg\u00fan el Bar\u00f3metro de Patrocinio Deportivo 2019<\/figcaption><\/figure>\n<p><strong>El patrocinio deportivo contin\u00faa su escalada de inversi\u00f3n. Un 33% de las empresas patrocinadoras prev\u00e9 aumentar la cuant\u00eda destinada a dicha partida, movidos por la visibilidad que trae consigo para la marca, la exclusividad del sector y la hospitalidad y experiencias que genera para los usuarios.&nbsp;<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">As\u00ed se extrae del<strong> Bar\u00f3metro de Patrocinio Deportivo 2019<\/strong>, elaborado por la firma <strong>SPSG Consulting<\/strong> en colaboraci\u00f3n con la Asociaci\u00f3n de Marketing de Espa\u00f1a, donde se analiza el estado del patrocinio deportivo en nuestro pa\u00eds.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan <strong>Carlos Cant\u00f3<\/strong>, CEO de la compa\u00f1\u00eda, \u201cel patrocinio sigue su proceso de sofisticaci\u00f3n y de profesionalizaci\u00f3n\u201d. Constata, adem\u00e1s, que la inversi\u00f3n contin\u00faa creciendo, sobre todo, en el apartado de activaci\u00f3n. De acuerdo con los datos del estudio, <strong>el 33% de las marcas patrocinadoras estima incrementar la partida dedicada al patrocinio en 2020<\/strong>, y un<strong> 37%<\/strong> har\u00e1 lo mismo en <strong>activaci\u00f3n<\/strong>.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La<strong> visibilidad de marca<\/strong> se alza un a\u00f1o m\u00e1s como el elemento catalizador de la inversi\u00f3n en patrocinio deportivo &#8211; para el 85% de encuestados resulta el principal incentivo-. Le siguen la <strong>exclusividad del sector<\/strong> (74%), la <strong>hospitalidad y experiencias \u2018money cannot buy\u2019<\/strong> (47%), el <strong>acceso a contenido \u00fanico<\/strong> (45%) y la <strong>presencia en redes sociales<\/strong> (44%).&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A la hora de valorar si invertir o no en acciones de patrocinio deportivo, <strong>las marcas dan cada vez menos importancia a los incentivos fiscales<\/strong> (<strong>2,12 puntos<\/strong>, en una escala del 1 al 7, <strong>frente al 2,54<\/strong> de 2018). Y se\u00f1alan a las plataformas sociales, las <strong>OTT de deporte<\/strong>, <a href=\"https:\/\/ipmark.com\/inversion-television-generalista\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>OTT generalistas<\/strong><\/a>, <strong>OTT de las \u2018properties\u2019<\/strong> y las<strong> plataformas de v\u00eddeo de pago<\/strong> (PPV), como las canales que ganar\u00e1n m\u00e1s importancia en los pr\u00f3ximos cinco a\u00f1os. Una opini\u00f3n que comparten las \u2018properties\u2019 (clubes, ligas, federaciones, eventos, entre otros).&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En cuanto a las marcas con mayor notoriedad como patrocinador en el deporte espa\u00f1ol, en la edici\u00f3n de este a\u00f1o destaca <strong>Rakuten,<\/strong> con un \u00edndice de notoriedad de patrocinio de <strong>78,4 sobre 100<\/strong>. Le siguen <strong>Bwin<\/strong>,<strong> Santander<\/strong>, <strong>Movistar<\/strong> y <strong>Coca-Cola<\/strong>.&nbsp;<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El patrocinio deportivo contin\u00faa su escalada de inversi\u00f3n. Un 33% de las empresas patrocinadoras prev\u00e9 aumentar la cuant\u00eda destinada a<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[],"class_list":["post-91490","post","type-post","status-publish","format-standard","hentry","category-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Patrocinio deportivo en 2020. 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