Estrategias de comunicación y marketing del Giro d Italia Ride Like A Pro Ecuador

Abstract

Abstract: Sport is one of the most important social and cultural phenomena, with audiences of millions of people worldwide. Communication is essential in this area and its correct use is essential to encourage the interest of fans, investors, sponsors and the media. The Giro d'Italia is a road cycling race in stages with a total of 3,445.6 km and 21 stages from Budapest in Hungary to Verona in Italy. With more than 100 editions, it is one of the most recognized sporting events in the world. The degree work seeks to analyze the communication and marketing strategies used by the organizers of the Gruppo Squali Sport Management event to promote the sporting event that took place in the city of Quito-Ecuador, thus allowing an understanding of the necessary tools to execute the successful event. The proposed research will be carried out using a mixed methods approach combining qualitative and quantitative advantages and providing a wide range of possibilities and deep insight into the findings.