In general, sports sponsorship is mostlyfocused on male sports. Moreover, in those sports disciplines where women have a greater presence, such as rhythmic gymnastics, advertising investment is minimal. If we focus on men's sports, it is even less visible. This research analyzes the influence of gender stereotypes in sports sponsorship in rhythmic gymnastics. Through a quantitative and qualitative methodology (content analysis and panel of experts) we analyze sports competitions of female and male modalities (2009-2023) in terms of sponsorship and presence in the media, where experts show a low visibility of the male modality.
The research studies the presence of brands and their interrelation with streamers in the Kings and Queens League, newly created events aimed at the Z generation that combine sport and entertainment. A methodological triangulation is used, divided into two stages (2024 and 2025) in which, on the one hand, an analysis of the messages of creators and brands is carried out; and on the other, surveys are carried out to find out the audience's perception. The main finding of the results is the decisive role of streamers as a factor in attracting followers.
The study analyzes the sponsorship activation of the Paris 2024 Olympic Games by 14 global sponsors on Facebook and Instagram. Using a mixed methodology, 226 posts about the event were examined from a quantitative and qualitative perspective. The results show a predominance of content focused on the Olympic experience, congratulations to athletes, and institutional promotion. It concludes that brands prioritized emotional narratives and collaborations with athletes as a strategy to strengthen audience engagement during the sporting event.
This article presents a comparative analysis of the initial sports broadcasts by Netflix and HBO Max, both of which strategically employ tennis as their focal discipline: the 2024 Roland Garros final and The Netflix Slam. Using a methodology grounded in documentary research and content analysis, the study examines the narrative elements characteristic of this genre to understand how OTT platforms construct representations of live sport. The findings reveal two contrasting styles: Netflix emphasizes exclusive matchups enhanced by dramatic and spectacular elements, whereas HBO Max adopts a more traditional production approach, albeit incorporating technical innovations.
This research analyses science-focused news stories in the coverage of the Paris 2024 Olympic Games conducted by four media outlets: Folha (Brazil), El Pais (Spain), The Athletic (USA), and L'& Eacute;quipe (France). Based on a one-month sample, a qualitative content analysis was conducted based on coding using the NVivo platform. The 36 sports-science news stories we identified were focused primarily on swimming, triathlon, and athletics, and in relation to environmental issues, mental health, and technological innovations in biomechanics and physics. The coverage was characterized by the use of expert sources, an informative tone, and the prolific use of multimedia elements.
Television miniseries have been a consistent format throughout the history of television, serving as a platform for multiple genres and subgenres. The general objective of this research is to provide an overview of the miniseries format in Spain in order to understand its evolution and its capacity for hybridization with informational and documentary genres. For it, an express methodology is designed that allows us to collect, classify, group and analyze the miniseries released in Spain throughout the 21st century (2020-2023) taking into account the conventional TV premieres (national and regional) and the premieres on video on demand platforms. The results, analyzed on a sample of 165 miniseries, indicate the suitability of the format to contain true stories, biopics, historical dramas and documentary series, that is, dramatic subgenres close to information and allow us to predict a successful symbiosis between fiction and document.
The objective of this study is to define the consume habits of equestrian-specific content on social media among students in equestrian training programs. Qualitative analysiswas used based on various focus groups that comprised different students of equestrian programs. The results indicate that the motivations for using social media and following influencers in this field are leisure, entertainment, training, and seeking information about the competition. The conclusion is that equestrian influencers are considered an optimal figure for entertainment, raising social visibility for the sport, and for obtaining information.
Artificial intelligence, as a tool for generating logos, is transforming the field of brand design, making it necessary to review new ways of evaluating the outcomes it produces. This study conducts a descriptive-comparative analysis, using a comparative matrix of the main design criteria as a measurement instrument, while providing background elements that should be considered for prompt writing. As a result of this analysis, the study highlights the analytical role required from the user in assessing the quality of the outputs produced by generative artificial intelligence (GenAI).
Video games have the ability to represent societies and establish relationships with other artistic fields. Interactive expressions are associated with stereotypes when they reflect the image of Spain. Through a ludicarrative analysis of Blasphemous II (The Game Kitchen, 2023), we aim to study how this title portrays Spanish culture and society and the relationship between these representations and video game elements. The results show that this game appro priates religious, social, and artistic elements to build an interactive world where settings, characters, and the story are inspired by Spanish heritage through allusions, but without resorting to stereotypes.
Soccer is deeply embedded in the Iberian culture. It is a catalytic element of feelings that evolves into an emotional experience that clubs channel through communication. Using a quantitative methodology, we interviewed soccer clubs in the Spanish and Portuguese first division to learn about their communication structures and conclude that communication professionals are an important part of the soccer management of these entities. Almost 100% of the clubs interviewed have stable communication structures to get closer to their followers, create connections transmitted from generation to generation and create a country brand, being these entities aware of their importance.
El fútbol está muy arraigado en la cultura ibérica. Se trata de un elemento catalizador de sentimientos que evoluciona hacia una vivencia emocional que los clubes canalizan a través de la comunicación. Con una metodología cualitativa, entrevistamos a los clubes de fútbol de la primera división española y lusa para conocer sus estructuras comunicativas y concluir que los profesionales de la comunicación son parte importante de su gestión. Casi el 100% de los clubes entrevistados tienen estructuras estables de comunicación para acercarse a sus seguidores, crear conexiones que superan generaciones y construir marca país, por lo que siendo estas entidades son conscientes de su importancia.
Este artículo analiza, de forma comparativa, las primeras retransmisiones deportivas de Netflix y HBO Max, las cuales utilizan el tenis como disciplina estratégica: la final de Roland Garros 2024 y El Slam de Netflix. A través de una metodología cimentada en el estudio documental y análisis de contenido, se estudian los elementos narrativos propios de este género, para comprender cómo las plataformas OTT construyen estas imágenes del deporte en directo. Los resultados muestran dos estilos opuestos: Netflix apuesta por enfrentamientos exclusivos, acentuados por el drama y la espectacularidad; mientras HBO Max recurre a una realización más tradicional, aunque con innovaciones técnicas.
Las miniseries televisivas son un formato presente a lo largo de la historia de la televisión que ha servido de soporte para múltiples géneros y subgéneros. El objetivo general de esta investigación es ofrecer una radiografía del formato de la miniserie en España, con el fin de conocer la evolución del formato y su capacidad de hibridación con los géneros informativos y documentales. Para ello, se diseña una metodología ex profeso, que permite recopilar, clasificar, agrupar y analizar las miniseries estrenadas en España a lo largo del siglo XXI (2000-2023). Se tienen en cuenta los estrenos de televisión convencional (nacionales y autonómicos) y los estrenos en plataformas de video on demand. Los resultados, analizados sobre una muestra de 165 miniseries, indican la idoneidad del formato para contener historias reales, biopics, dramas históricos y series documentales, es decir, los subgéneros dramáticos cercanos a la información. Además, y permiten augurar una simbiosis exitosa entre la ficción y el documento.
This study examines how sponsorships in YouTube sports content influence brand identity and viewer perceptions, focusing on Londra Merkez, a Turkish program under Socrates Dergi. Analyzing 160 episodes and 53,459 comments across Seasons 4–7, it employs qualitative content analysis and NLP-based sentiment analysis to assess sponsorship integration and audience reactions. Grounded in Social Exchange Theory (SET), findings reveal a cost-benefit tension: 56% of sponsorship-related comments criticize ad frequency and intrusiveness (e.g., TikTak, while 26% praise incentives like giveaways (e.g., YüzdeYüz, Socrates App). Authenticity Theory, Uses and Gratifications Theory (UGT), and Kapferer’s Brand Identity Prism illuminate trust, viewer needs, and brand positioning dynamics. Highlighting digital sports marketing innovations, social media’s role, and brand-sport synergies, this research offers a longitudinal perspective from Turkey’s vibrant media landscape. It provides actionable strategies for optimizing sponsorships, contributing to current trends in sports communication and effectiveness.
La investigación estudia la presencia de marcas y su interrelación con los streamers en la Kings y Queens League, que son unos eventos de nueva creación destinados a la generación Z y que conjugan el deporte y el entretenimiento. Se emplea una triangulación metodológica dividida en dos etapas (2024 y 2025) en la que, por una parte, se realiza un análisis de los mensajes de creadores y marcas; y por otra, se desarrollan sendas encuestas para conocer la percepción de la audiencia. Los resultados indican, como principal hallazgo, el rol determinante de los streamers como factor de atracción de los seguidores.
Esta investigación analiza las noticias con enfoque científico en la cobertura informativa de los JJ.OO. de París 2024 realizada por cuatro medios: Folha (Brasil), El País (España), The Athletic (EEUU) y L’Équipe (Francia). Con una muestra que abarca un mes, se realiza un análisis de contenido cualitativo a partir de una codificación por medio de la plataforma NVivo. Las 36 noticias deportivo-científicas identificadas trataron principalmente sobre natación, triatlón y atletismo, y sobre medioambiente, salud mental e innovaciones tecnológicas en biomecánica y física. La cobertura se caracterizó por el uso de fuentes expertas, un tono divulgativo y uso de elementos multimedia.
En general, el patrocinio deportivo se centra mayoritariamente en los deportes masculinos. Además, en aquellas disciplinas deportivas donde la mujer tiene mayor presencia, como es la gimnasia rítmica, la inversión publicitaria es mínima. Si se observa nos centramos en la modalidad masculina, aún está menos visibilizado. En esta investigación, se analiza la influencia de los estereotipos de género del patrocinio deportivo en la gimnasia rítmica. A través de una metodología cuantitativa y cualitativa (análisis de contenido y panel de expertos), se analizan competiciones deportivas de modalidades femenina y masculina (2009-2023) en cuanto a patrocinio y presencia en medios de comunicación, donde los expertos evidencian una baja visibilidad de la modalidad masculina.
El videojuego tiene la capacidad de representar sociedades y establecer relaciones con otros ámbitos artísticos. Unas expresiones interactivas están asociadas a tópicos cuando reflejan la imagen de España. A través del análisis lúdico-narrativo de Blasphemous II (The Game Kitchen, 2023), se pretende estudiar cómo este título muestra la cultura y la sociedad española y la relación de dichas representaciones con los elementos videolúdicos. Los resultados manifiestan que este juego se apropia de elementos religiosos, sociales, y artísticos para construir un mundo interactivo donde escenarios, personajes e historia están inspirados en el patrimonio español a través de alusiones, pero sin recurrir a estereotipos.
Sponsorship offers marketing benefits of a brand association and, for some sponsors, a functional congruence with the brand, having a participatory role for the property. A functional congruence exists for golf equipment brands with professional golfers using their golf clubs and golf balls in tournaments. Sponsorship within the golf industry was altered when golfers joined the LIV Golf Tour. This article examines golf equipment brands’ commercials aired during PGA Tour and LIV Golf tournament broadcasts to test their communication of a sponsorship brand association and functional congruence.
