{"id":1961,"date":"2021-10-25T09:01:59","date_gmt":"2021-10-25T09:01:59","guid":{"rendered":"http:\/\/ladebutagency.live-website.com\/activacion-de-patrocinio"},"modified":"2022-02-21T08:49:41","modified_gmt":"2022-02-21T08:49:41","slug":"activacion-de-patrocinio","status":"publish","type":"post","link":"https:\/\/ladebutagency.com\/en\/activacion-de-patrocinio","title":{"rendered":"ACTIVACI\u00d3N DE PATROCINIO"},"content":{"rendered":"<figure id=\"attachment_1529\" aria-describedby=\"caption-attachment-1529\" style=\"width: 1920px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-1529 size-full\" src=\"http:\/\/s897720228.mialojamiento.es\/wp-content\/uploads\/2021\/10\/Kia-Rafa-Nadal-1.jpg\" alt=\"activaci\u00f3n KIA y Rafa Nadal\" width=\"1920\" height=\"1080\" \/><figcaption id=\"caption-attachment-1529\" class=\"wp-caption-text\">Activaci\u00f3n de Rafa Nadal y KIA en su renovaci\u00f3n de contrato<\/figcaption><\/figure>\n<p>La activaci\u00f3n de patrocinio es la puesta en marcha del plan estrat\u00e9gico al acuerdo previamente establecido entre la marca y el patrocinado.<\/p>\n<p>&nbsp;<\/p>\n<p>Tal y como comentamos en el art\u00edculo sobre el trabajo de las <a href=\"https:\/\/ladebutagency.com\/el-marketing-deportivo\/\"><u>agencias de marketing deportivo<\/u><\/a>, la correcta activaci\u00f3n de patrocinio definir\u00e1 el \u00e9xito del acuerdo.<\/p>\n<p>&nbsp;<\/p>\n<p>Dentro de la estrategia de patrocinio adem\u00e1s de definir los objetivos, es evidente que se ha de establecer un presupuesto. Muchas empresas se centran \u00fanicamente en el acuerdo utilizando al patrocinado como escaparate, pero si se quiere maximizar el impacto es fundamental tener un presupuesto bien definido para destinarlo a acciones como:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Relaciones p\u00fablicas<\/li>\n<li>Comunicaci\u00f3n interna<\/li>\n<li>Hospitalidad<\/li>\n<li>Publicidad<\/li>\n<li>Acciones B2B\/B2C<\/li>\n<li>Redes sociales<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>El apoyarse en una agencia de sports marketing para <strong>realizar una buena planificaci\u00f3n y explotaci\u00f3n de los derechos de la propiedad deportiva<\/strong> es clave, as\u00ed como <strong>contar con un equipo de personas que conozcan el sector y las necesidades reales de la marca<\/strong> para conseguir que sea un patrocinio de alcance.<\/p>\n<p>Esta combinaci\u00f3n junto con una buena comunicaci\u00f3n y la realizaci\u00f3n de <strong>activaciones sorprendentes, experienciales, inmersivas, con la integraci\u00f3n de nuevas tecnolog\u00eda<\/strong>, etc. har\u00e1n que sea un acuerdo exitoso y destacable.<\/p>\n<p>Como todas las relaciones, el patrocinio tambi\u00e9n se construye a largo plazo, ya que es fundamental para que la alianza sea cre\u00edble y se puedan desarrollar proyectos que impacten de verdad.<\/p>\n<p>&nbsp;<\/p>\n<h2>Kia y Rafa Nadal<\/h2>\n<p>Un caso de \u00e9xito podr\u00eda ser la campa\u00f1a de activaci\u00f3n de patrocinio que la marca coreana de automoci\u00f3n Kia firm\u00f3 con el tenista mallorqu\u00edn Rafa Nadal.<\/p>\n<p>&nbsp;<\/p>\n<p><iframe title=\"15 a\u00f1os y seguimos jugando juntos | Kia\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/2IWd9yrNM_E?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<h2>De un acuerdo local a uno global<\/h2>\n<p>&nbsp;<\/p>\n<p>La marca surcoreana lleva desde el a\u00f1o 2004 junto a Rafa Nadal, que apost\u00f3 por el jugador espa\u00f1ol cuando apenas ten\u00eda 17 a\u00f1os. Este contrato tiene vigencia hasta el a\u00f1o 2025.<\/p>\n<p>El patrocinio empez\u00f3 con un acuerdo local, ya que Kia se quer\u00eda posicionar dentro del mercado espa\u00f1ol, de ah\u00ed la necesidad de asociarse con un atleta joven y que transmitiera los mismos valores (humildad, trabajo, y ambici\u00f3n).<\/p>\n<p>Finalmente, en el a\u00f1o 2006 se convertir\u00eda en embajador global de la marca.<\/p>\n<p>&nbsp;<\/p>\n<p>Para reforzar el posicionamiento de marca, tambi\u00e9n se han firmado alianzas con otras propiedades dentro del ecosistema del tennis y as\u00ed fortalecer su plan estrat\u00e9gico.<\/p>\n<p>&nbsp;<\/p>\n<p>No cabe duda de que <a href=\"https:\/\/www.marca.com\/coches-y-motos\/coches\/kia\/2021\/01\/19\/6006b02e268e3e19478b45ab.html\">estas alianzas han ayudado a Kia a potenciar las ventas mundiales. Destacamos que el mercado espa\u00f1ol es el segundo mejor a nivel mundial.<\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Gracias a la longevidad del acuerdo, ha permitido que de forma natural y espor\u00e1dica se dieran situaciones en los que Rafa Nadal fortaleciera la credibilidad de dicha alianza.<\/p>\n<p>&nbsp;<\/p>\n<p>Una situaci\u00f3n aut\u00e9ntica fue en el a\u00f1o 2015 cuando Nadal se proclamaba campe\u00f3n del torneo Stuttgart \u2013 Mercedes Cup.<\/p>\n<p>La marca alemana era el principal patrocinador del torneo y premiaba al ganador con un Mercedes AMG-GT.<\/p>\n<p>Nadal, al recibir el premio fue preguntado por el coche y respondi\u00f3 <strong>\u201cNo es un Kia, pero est\u00e1 bien\u201d<\/strong>.<\/p>\n<p>Esta escena donde reflejaba la naturalidad de Rafa Nadal en la entrega de premios se hizo viral en redes sociales. Fue una manera inteligente que encontr\u00f3 Rafa para dar visibilidad a su marca patrocinadora sin ofender al patrocinador principal del torneo.<\/p>\n<p>&nbsp;<\/p>\n<p><iframe title=\"Nadal prefiere un Kia a un Mercedes-Benz AMG GT\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/BSKjag37zmI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La activaci\u00f3n de patrocinio es la puesta en marcha del plan estrat\u00e9gico al acuerdo previamente establecido entre la marca y el patrocinado. &nbsp; Tal y como comentamos en el art\u00edculo sobre el trabajo de las agencias de marketing deportivo, la correcta activaci\u00f3n de patrocinio definir\u00e1 el \u00e9xito del acuerdo. &nbsp; Dentro de la estrategia de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1824,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[219,195,238,272,201],"class_list":["post-1961","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-activacion-en-3","tag-eventos-en-3","tag-marketing-deportivo-en-3","tag-patrocinio-deportivo-en-3","tag-sponsorship-en-5"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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