Diseño de un modelo de gestión de Marketing Deportivo para fidelizar a las futuras generaciones del “Centro Deportivo Olmedo” de la ciudad de Riobamba, provincia de Chimborazo

Abstract

This research work aims the desing of a management model of sports marketing in order to loyalty future generations from Olmedo Sports Club from Riobamba city in Chimborazo province. A study of markets was carried out in which the tools used were surveys , interviews, direct observation and the method used was the market research, once the research has been carried out, it must comply with the goals.. Also it is necessary to implement marketing strategies and corporate image manual, BTL advertising, and in the most important social media campaigns; this in order to reach future generations by creating an empowerment to the institution. So performing the analysis it concludes that Olmedo Sports Club (OSC) does not have a management of marketing techniques because there is not a departament designated to this área. It is recommended to implement this work because the club does not have the appropriate application of marketing, and for his reason there is not a good communication between citizens and the sports institution, therefore it is advisable to implement the strategies described above to loyalty future generations, thus Olmedo Sports Club has a high prestige inside and outside the city.