<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2739-0063</journal-id>
<journal-title><![CDATA[Revista InveCom]]></journal-title>
<abbrev-journal-title><![CDATA[Revista InveCom]]></abbrev-journal-title>
<issn>2739-0063</issn>
<publisher>
<publisher-name><![CDATA[Asociación Investigadores Venezolanos de la Comunicación]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2739-00632026000102023</article-id>
<article-id pub-id-type="doi">10.5281/zenodo.15250383</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Marketing deportivo: claves y perspectivas globales desde una revisión sistemática]]></article-title>
<article-title xml:lang="en"><![CDATA[Sports marketing: keys and global perspectives from a systematic review]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pachau Torres]]></surname>
<given-names><![CDATA[Wilmer Alberto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Alvarado Figueroa]]></surname>
<given-names><![CDATA[Marco Antonio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Romero Echevarria]]></surname>
<given-names><![CDATA[Luis Miguel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad César Vallejo.  ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad César Vallejo  ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad César Vallejo.  ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Peru</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>03</month>
<year>2026</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>03</month>
<year>2026</year>
</pub-date>
<volume>6</volume>
<numero>1</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_arttext&amp;pid=S2739-00632026000102023&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_abstract&amp;pid=S2739-00632026000102023&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_pdf&amp;pid=S2739-00632026000102023&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El presente estudio tiene como objetivo analizar las características clave que definen el marketing dentro de la industria deportiva contemporánea, considerando su impacto en la gestión de marcas, patrocinios, productos y la relación emocional con los consumidores. Para ello, se empleó una metodología cualitativa basada en una revisión bibliográfica sistemática, siguiendo el enfoque PRISMA. En este proceso, se realizó una búsqueda en las bases de datos Scielo, Web of Science y Scopus, aplicando criterios específicos de inclusión y exclusión. Finalmente, se seleccionaron 40 artículos publicados entre 2019 y 2024 que se alineaban con los objetivos de la investigación. Los resultados revelan que las estrategias más efectivas en marketing deportivo son aquellas que integran el posicionamiento de marca, el marketing digital, la fidelización del consumidor y la gestión de experiencias. Asimismo, elementos como el patrocinio, la personalización del contenido, la presencia en redes sociales y la explotación del vínculo emocional entre el deporte y sus aficionados han demostrado ser claves para el crecimiento y la diferenciación en el mercado. Como conclusión, se establece que el marketing deportivo ha dejado de ser un simple medio de promoción para convertirse en un eje estructural dentro del modelo de negocio de las organizaciones deportivas. Sin embargo, el entorno actual exige el desarrollo de estrategias innovadoras, adaptadas al ecosistema digital, que sean capaces de interpretar los cambios en el comportamiento del consumidor y generar valor sostenible a largo plazo.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This study aims to analyze the key characteristics that define marketing within the contemporary sports industry, considering their impact on brand management, sponsorships, products, and the emotional relationship with consumers. To this end, a qualitative methodology based on a systematic literature review was employed, following the PRISMA approach. In this process, a search was conducted in the Scielo, Web of Science, and Scopus databases, applying specific inclusion and exclusion criteria. Finally, 40 articles published between 2019 and 2024 that aligned with the research objectives were selected. The results reveal that the most effective strategies in sports marketing are those that integrate brand positioning, digital marketing, consumer loyalty, and experience management. Likewise, elements such as sponsorship, content personalization, social media presence, and leveraging the emotional bond between sports and its fans have proven to be key to growth and differentiation in the market. In conclusion, it is established that sports marketing has ceased to be a simple means of promotion and has become a structural pillar of the business model of sports organizations. However, the current environment demands the development of innovative strategies, adapted to the digital ecosystem, capable of interpreting changes in consumer behavior and generating long-term sustainable value.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[marketing deportivo]]></kwd>
<kwd lng="es"><![CDATA[patrocinio digital]]></kwd>
<kwd lng="es"><![CDATA[posicionamiento de marca]]></kwd>
<kwd lng="en"><![CDATA[sports marketing]]></kwd>
<kwd lng="en"><![CDATA[digital sponsorship]]></kwd>
<kwd lng="en"><![CDATA[brand positioning]]></kwd>
</kwd-group>
</article-meta>
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