PR in the sports industry
Good communication for the generation of value in the sports industry guarantees to gain quotas of trust among all the public that are related to the brand. This change in mentality involves understanding that followers are, at the same time, clients and consumers of information.
In the case of football, for example, it is one of the biggest sporting events in the world, it is enough to see the millions it moves in audiences, the sale of shirts, tickets and the repercussion and scope of the players of each club, to understand what they are and they function as a brand and, therefore, the management of their public relations is essential.
Today, in sport it is not just about generating income, but also about identifying and measuring the variables that influence the need to professionalize the communication of sports entities.
I return to the case of football, an activity that transcends the sports field to become a cultural, economic and social phenomenon, which unleashes passions and emotions and even goes beyond a territory, it is a global issue in which a team or its players they can have fans from all over the world. In this way, just as football clubs become global brands, some of their top players also gain notoriety, becoming global personal sports brands, generating millions in advertising revenue, for themselves and their respective clubs.
Under this new paradigm, the result of a hyperconnected world, the traditional and unidirectional approach to managing communication in sport is no longer viable. In fact, if before the value of a sports entity resided in its tangible assets, today more than 80 percent of its value lies in intangibles such as reputation and brand.
In this line, it is key that communication management in sports institutions be professionalized. Management efforts must focus on good administration, which must be reflected in the management of the entity as an organization, allowing the development of public relations areas or departments. Because, ultimately, a good relationship with stakeholders It is the key to increasing brand image notoriety and thus maintaining links and generating adhesions.