Keywords
KGC, esponsorización deportiva, comunicación política, comunicación estatal, Qatar, reputación, diplomacia del deporte, sports sponsorship, political communication, state communication, Qatar, reputation, sports diplomacy
Los esfuerzos comunicativos de Qatar a través del deporte entre 2015-2025
Abstract
La pujante inversión económica en deporte de los países del Golfo Pérsico, cuando no ha existido históricamente una afición manifiesta por el deporte occidental (fútbol, tenis…) en ellos, podría resultar al ojo inexperto extraña, sin embargo, es una realidad. En los últimos años, los países del Golfo Pérsico, por ejemplo Qatar (y sus empresas) han incrementado ostensiblemente su inversión en deporte, específicamente en el patrocinio deportivo. Dentro de esta acción de comunicación del patrocinio deportivo se incluye desde la organización y esponsorización de eventos deportivos, por ejemplo en 2021 el Barwa Grand Prix de Qatar (primera carrera de la temporada) hasta la subvención de equipos deportivos, por ejemplo el club de fútbol Paris Saint Germain propiedad de Qatar Investment Authority. Qatar puede involucrarse en estas actuaciones de patrocinio deportivo gracias a las rentas del petróleo, la cuestión es, ¿por qué lo hacen? La respuesta: la relevancia global de la comunicación y la reputación en la actualidad.
The rising and recent economic investment in sport coming from the Persian Gulf countries, when historically there has not been a manifest interest for Western sport (football, tennis...) in them, might seem strange for the untrained eye, but it is nevertheless a reality. In recent years, the Persian Gulf countries, as Qatar (and its enterprises) have increased their investment in sport, specifically in sports sponsorship. This sports sponsorship communication action includes everything from the organisation and sponsorship of sporting events, for example in 2021 the Barwa Grand Prix of Qatar (the first Moto GP race of the season) to the funding of sports teams, for example Paris Saint Germain club owned by Qatar Investment Authority. Qatar is able to engage in these sports sponsorship activities thanks to oil export revenues, the question is, why do they do it? The answer: the global relevance of communication and reputation today.
The rising and recent economic investment in sport coming from the Persian Gulf countries, when historically there has not been a manifest interest for Western sport (football, tennis...) in them, might seem strange for the untrained eye, but it is nevertheless a reality. In recent years, the Persian Gulf countries, as Qatar (and its enterprises) have increased their investment in sport, specifically in sports sponsorship. This sports sponsorship communication action includes everything from the organisation and sponsorship of sporting events, for example in 2021 the Barwa Grand Prix of Qatar (the first Moto GP race of the season) to the funding of sports teams, for example Paris Saint Germain club owned by Qatar Investment Authority. Qatar is able to engage in these sports sponsorship activities thanks to oil export revenues, the question is, why do they do it? The answer: the global relevance of communication and reputation today.
Información detallada
Materias, derechos, colecciones e identificadores
URI / Handle
http://hdl.handle.net/11531/46835Rights
Attribution-NonCommercial-NoDerivs 3.0 United States