{"id":26265,"date":"2025-05-03T06:00:00","date_gmt":"2025-05-03T10:00:00","guid":{"rendered":"https:\/\/www.americanonewspaper.com\/es\/?p=26265"},"modified":"2025-05-02T21:45:35","modified_gmt":"2025-05-03T01:45:35","slug":"futbol-desplaza-la-musica-en-el-publico-espana","status":"publish","type":"post","link":"https:\/\/www.americanonewspaper.com\/es\/europe\/futbol-desplaza-la-musica-en-el-publico-espana\/","title":{"rendered":"F\u00fatbol desplaza la m\u00fasica en el p\u00fablico: Espa\u00f1a"},"content":{"rendered":"\n

El f\u00fatbol en Espa\u00f1a capta un 85 % de atenci\u00f3n, frente al 77 % de la m\u00fasica; si bien en t\u00e9rminos de relevancia emocional la m\u00fasica supera al f\u00fatbol (86% vs. 79%), seg\u00fan el informe \u201cEficiencia de Inversi\u00f3n en patrocinio: F\u00fatbol vs. M\u00fasica\u201d, realizado por la consultora On Strategy, que analiza la creaci\u00f3n, construcci\u00f3n y optimizaci\u00f3n del valor econ\u00f3mico y financiero de negocios y marcas.<\/p>\n\n\n\n

\u201cEl f\u00fatbol sigue reinando en t\u00e9rminos de visibilidad, pero la m\u00fasica se consolida como una plataforma m\u00e1s poderosa para conectar emocionalmente con los p\u00fablicos en algunos mercados clave\u201d, sostiene este informe que distingue dos conceptos, atenci\u00f3n y relevancia, dos caminos distintos hacia el \u00e9xito.<\/p>\n\n\n

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La atenci\u00f3n es la capacidad de capturar miradas y ser visible en un entorno saturado y relevancia es el grado en que un patrocinio contribuye a la percepci\u00f3n de marca, posicionamiento, innovaci\u00f3n o intenci\u00f3n de compra.<\/p>\n\n\n

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Los datos, recopilados a trav\u00e9s de m\u00e1s de 70.000 ciudadanos y aplicados a industrias como banca, telecomunicaciones, gran consumo y energ\u00eda, revelan que la eficacia del patrocinio var\u00eda enormemente seg\u00fan el pa\u00eds, el sector y los objetivos de marca.<\/p>\n\n\n\n

Teresa de Lemus, desde OnStrategy Espa\u00f1a, afirma que \u201cno basta con estar presente en un evento: las marcas deben activar el patrocinio (antes y despu\u00e9s) con campa\u00f1as, experiencias y narrativas coherentes. Insistimos en la necesidad de medir el impacto real de estas acciones con herramientas de inteligencia artificial y an\u00e1lisis predictivo\u201d.<\/p>\n\n\n\n

En este escenario, hay clubes como el Atl\u00e9tico de Madrid que manejan par\u00e1metros de vinculaci\u00f3n entre el f\u00fatbol y la m\u00fasica. Y unen sus experiencias.<\/p>\n\n\n\n

Oscar Mayo, director general de Ingresos y Operaciones del Atl\u00e9tico de Madrid, explica en este informe por ejemplo que \u201ca los aficionados del Atleti les gustan m\u00e1s cosas adem\u00e1s del Atleti, y la m\u00fasica es una de esas grandes pasiones. Por lo que en el momento en el que unes \u2018su\u2019 Atleti con una acci\u00f3n musical que les vincule emocionalmente, se abren muchas posibilidades de generar experiencias y recuerdos muy especiales. Cualquier marca de la industria musical que entienda esto y conf\u00ede en el cruce de audiencias para construir sus objetivos y hablar a una audiencia m\u00e1s amplia, cuenta con nosotros como ‘partner’ ideal\u201d.<\/p>\n\n\n

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Cuestionado \u00d3scar Mayo por si existe alg\u00fan caso de \u00e9xito de activaciones con marcas del sector musical dentro del club y c\u00f3mo mide el club el impacto de este tipo de colaboraciones, el ejecutivo subraya que recientemente han sacado de la mano de Mahou \u201cun concurso de talento musical, con participaci\u00f3n de artistas emergentes de todo el mundo que buscan tener una posibilidad de exposici\u00f3n global de la mano del club\u201d.<\/p>\n\n\n\n

\u201cPara Mahou sirve como reafirmaci\u00f3n de ese cruce de pasiones de sus consumidores, y a nosotros nos permite hablar de f\u00fatbol y del Atleti desde una \u00f3ptica mucho m\u00e1s \u2018mainstream\u2019. El \u00e9xito de esta experiencia en el que nuestros jugadores del equipo masculino y femenino salen cantando no se hizo esperar, convirti\u00e9ndose en contenidos virales en redes sociales, con gran repercusi\u00f3n en medios y alta participaci\u00f3n de artistas emergentes. Y a\u00fan tenemos m\u00e1s sorpresas que est\u00e1n por salir\u201d, explica el ejecutivo del Atl\u00e9tico de Madrid.<\/p>\n\n\n\n

Mayo revela adem\u00e1s que, en t\u00e9rminos de estrategia de patrocinio, el Atl\u00e9tico de Madrid \u201capuesta m\u00e1s por explorar nuevos l\u00edmites, nos gusta ser pioneros e innovadores\u201d.<\/p>\n\n\n\n

\u201cComo club lo hemos hecho siempre, y en materia de patrocinio es un mantra que nos repetimos frecuentemente. Esta forma de ser nos ha acercado a marcas ic\u00f3nicas que no trabajaban los patrocinios de f\u00fatbol (como Red Bull o Google Cloud), y a activaciones que han resultado referentes por lo diferenciales que han sido, como poner a nuestros jugadores a cantar para Mahou o a cocinar para Tan-queray 0,0\u201d.<\/p>\n\n\n

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Americanonewspaper <\/a>(EFE) <\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

El f\u00fatbol en Espa\u00f1a capta un 85 % de atenci\u00f3n, frente al 77 % de la m\u00fasica; si bien en t\u00e9rminos de relevancia emocional la m\u00fasica supera al f\u00fatbol (86% vs. 79%), seg\u00fan el informe \u201cEficiencia de Inversi\u00f3n en patrocinio: F\u00fatbol vs. M\u00fasica\u201d, realizado por la consultora On Strategy, que analiza la creaci\u00f3n, construcci\u00f3n y […]<\/p>\n","protected":false},"author":18,"featured_media":26266,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false},"categories":[607,567,732,170,527,238],"tags":[],"class_list":{"0":"post-26265","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","9":"category-espanol","10":"category-europe","11":"category-farandula","12":"category-music"},"acf":[],"yoast_head":"\nF\u00fatbol desplaza la m\u00fasica en el p\u00fablico: Espa\u00f1a - Americano Newspaper<\/title>\n<meta name=\"description\" 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