Resumen

OROZCO GROVER, Gabriel. The creation of brand value through sponsorships at sports events around the world. Zincografía [online]. 2018, vol.2, n.3, pp.69-87.  Epub 09-Oct-2020. ISSN 2448-8437.  https://doi.org/10.32870/zcr.v0i3.45.

This article reviews the different sporting events and their economic impact based on brand value generated through sponsorships around the world. Cases of interest are analyzed in countries such as the United States, the United Kingdom, India, among others, where they have taken advantage of the opportunities that the sports practice and the hobby of the different sports offer each day, forging an entire industry: sports entertainment, which has consolidated as one of the most important worldwide, to a large extent, thanks to the support and sponsorship of the most important global companies that disburse large amounts of money to have a presence in all types of sporting events.

Palabras llave : Brand equity; sports events; sponsorship; sport marketing.