Diseño de una estrategia de comercialización digital para el Club Deportivo Cuenca como mecanismo para incrementar ingresos, visibilidad de marca y fidelización de su comunidad

Abstract

Abstract: Managing a soccer club today demands a critical balance: sustaining historical identity while competing with commercial discipline in a voracious digital environment. In this landscape, institutional sovereignty translates into a tangible capability: controlling proprietary channels of engagement with supporters from data and communication to the final transaction. Currently, Club Deportivo Cuenca faces a challenging reality; a reliance on third-party platforms not only erodes financial margins but also fragments information and stifles insights into the community's actual habits. This study develops a digital commercialization strategy designed to reclaim that autonomy through an integrated Direct to Consumer (D2C) ecosystem. Based on an operational diagnosis and rigorous benchmarking, a model was structured to articulate social media, automation, and a robust CRM. The proposal materializes in a functional prototype on Shopify, serving as a minimum viable product. The central contribution is a measurable system that transforms passive interaction into actual sales, providing a one-year roadmap to refine offerings and content based on proprietary data, thereby ensuring the long-term sustainability of the bond with the club's fanbase.