Literature review of the business and sponsorship model in school sports
DOI:
https://doi.org/10.24310/riccafd.14.1.2025.20642Keywords:
school sports, corporate sponsorship, marketing, business modelAbstract
The objective of this work was a bibliographic review of sponsorship in school sports in the United States, a country noted for its high achievements at the sports level, for this reason, it was necessary to collect information about a problem experienced by athletes at an early age (10- 15) in our country, due to lack of articulation and marketing of Colombian school sports, the business model and strategies for companies that contribute to the financial sustainability of American sports, mainly school sports, were analyzed; therefore, it allowed us to build a framework of comparative reflection and critical analysis against the Colombian school sports system, this is how it was possible to show that in the United States, there is a direct relationship between companies, sponsorship and school sports, since the business model focuses on a benefit of Co-Marketing between the school, the sport and the private company, allowing profitability and co-interests as well as financial sustainability and recognition of young people with sports talents.
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