El Desarrollo del Marketing Deportivo Aplicado como Estrategia de Crecimiento Económico en la Ciudad de Tunja

Abstract

Sport has established itself as a social and economic phenomenon with a global reach. Strategic frameworks have been created for the development of regions and cities through sport’s ability to mobilise large numbers of people, foster a sense of collective identity and revitalise productive sectors. In this regard, sports marketing harnesses sport’s transformative power to create economic value, strengthen brands, attract investment and position cities as leaders in sporting culture. This research article aims to analyse the potential of marketing as a tool for driving local economic growth in the city of Tunja, Boyacá. This is done through a descriptive research approach that allows for an analysis of the impact that sports marketing can have on the city of Tunja, as reflected in the local economy, tourism, job creation, the attraction of new investment and the building of a city brand, taking into account various success stories and how this has contributed to such growth in different sectors and locations. For the purposes of the research, data is being collected through surveys of local businesses currently involved in some form of sports sponsorship, in order to gain an insight into the current state of sports marketing within the local business ecosystem, identifying the strategies implemented, perceived benefits, and the constraints affecting its development. The participating organisations include companies from various sectors, which provides a broader perspective for the analysis, allowing for the identification of patterns and distinct approaches depending on each organisation’s level of strategic maturity. In this regard, this article not only describes the current state of sports marketing in Tunja but also seeks to provide a proactive and well-founded analysis that helps guide strategic decisions within the local business sector, with the aim of making sport a genuine driver of economic and social development for the city and the department of Boyacá.