Diseño del plan de marketing deportivo para el Club Deportivo Especializado Formativo Dioses del Fútbol – Riobamba.

Abstract

The objective of this study is to propose the design of a sports marketing plan adapted to the characteristics of the Specialised Training Sports Club "Dioses del Futbol" in the city of Riobamba and its potential market, which will allow its sustainability. This study was developed using the qualitative research method at the exploratory diagnostic level. To this end, a situational analysis of the institution was carried out from three perspectives, based on a structured interview with two members of the board of directors to identify strengths, weaknesses, opportunities, and threats. Next, 190 children and young people from Riobamba between the ages of 5 and 19 were interviewed to find out about their inclination to play football and their interest in becoming professionals. Finally, existing documentation and direct observation of the work they are currently doing were analyzed, providing relevant information that helped us to draw up an appropriate plan. The results show that the population studied has a great interest in playing football, but is unaware of the institutions that provide training services. Today, the club has become a showcase for professional football clubs or teams at the national level due to the high quality of the services provided, but unfortunately, they are not recognized by the inhabitants of the city of Riobamba due to the fact that communication and marketing strategies have not been implemented. In this context, it is essential to design a marketing plan aimed at positioning the entity, using the most appropriate advertising media, in addition to linking local, regional, and national sponsors or sponsors; this will lead the company to generate its sustainability, growth, competitiveness, and positioning in the market.