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Evolving fields: Communication, marketing, and sponsorship in sport
Faedo, Nahuel Ivan Crosson, Seán Hamil, Sean
Faedo, Nahuel Ivan
Crosson, Seán
Hamil, Sean
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Publication Date
2025-12-17
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journal article
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Faedo, N. I., Crosson, S., & Hamil, S. (2025). Campos en evolución: Comunicación, marketing y patrocinio en el deporte. Obra Digital, (28), 9–12. https://doi.org/10.25029/od.2025.499.28
Abstract
This special edition of Obra Digital brings to gether a selection of academic contributions exploring the dynamic intersections of sports marketing, communication, and sponsorship. In a context where technological innovation and digital transformation continue to reshape the sports industry, these papers offer valuable insights into emerging strategies, media prac tices, and sponsorship models that define the contemporary landscape. Collectively, the issue highlights how sport, as a social and cultural phenomenon, becomes a powerful force for communication, branding, and audience en gagement in the digital age.
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University of Vic-Central University of Catalonia and the University of Azuay
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CC BY