Resumen

DE FERRARI, Sebastián; FEIJOO, Beatriz  y  GUERRERO, Juan José. Elite athletes as brand ambassadors in Chile: Analysis of the social network communication strategy of the new generations in minority sports. Trama comun. [online]. 2020, vol.24, n.120, pp.39-53. ISSN 1668-5628.

This paper shows the results of a qualitative research project aimed to know what importance the sportsmen and advertisers give to the management of social networksas strategic communication platforms. There is the intention of offering a description, the most closed to reality, about the level of the communication media planning in the Chilean athletes from less massive disciplines, especially when they turn into brand ambassadors. We employed the Delphi Scientific method with seven referents of the sportive world of Chile with different professional vocations (four national athletes, sport manager, marketing agent of Adidas Chile, sportive journalist) to generate a discussion about the communicative strategy from diverse perspectives. The results indicate that the sportsmen manage spontaneously their social networks, without contemplating the possibility of developing their own personal brand that allow them to keep a cobranding relationship with advertisers that sponsor them, who are really interested in this type of commercial exchange.

Palabras clave : Sports marketing; Social networks; Personal branding; Sports sponsorship; Cobranding.