{"id":351535,"date":"2026-09-08T10:45:25","date_gmt":"2026-09-08T08:45:25","guid":{"rendered":"https:\/\/rtrsports.com\/que-es-el-patrocinio-deportivo-y-como-funciona\/"},"modified":"2026-09-08T10:57:33","modified_gmt":"2026-09-08T08:57:33","slug":"que-es-el-patrocinio-deportivo-y-como-funciona","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/es\/blog\/que-es-el-patrocinio-deportivo-y-como-funciona\/","title":{"rendered":"Qu\u00e9 es el patrocinio deportivo y c\u00f3mo funciona"},"content":{"rendered":"<p>Durante m\u00e1s de <strong>30 a\u00f1os<\/strong>, <a href=\"https:\/\/rtrsports.com\/es\/\"><strong>RTR Sports Marketing<\/strong><\/a> ha tenido el <strong>patrocinio deportivo<\/strong> como su actividad principal: una herramienta en la gran <em>&#8220;caja de herramientas&#8221;<\/em> del <strong>marketing deportivo<\/strong>, rama del marketing en su sentido m\u00e1s amplio.<\/p>\n<h2>Patrocinio y Deporte<\/h2>\n<p>Gracias a la enorme exposici\u00f3n medi\u00e1tica del deporte, el concepto de patrocinio es ampliamente conocido. Los primeros ejemplos que vienen a la mente son los grandes patrocinios de camisetas en el f\u00fatbol, o las marcas en las livreas de los coches de <strong>F\u00f3rmula 1<\/strong> o de las motos de la <a href=\"https:\/\/rtrsports.com\/blog\/motogp-target-del-motomondiale\/\"><strong>MotoGP<\/strong><\/a>. Sin embargo, el patrocinio deportivo es con frecuencia mal interpretado.<\/p>\n<p><strong>El patrocinio deportivo no se limita a colocar un logotipo en una camiseta o en la carrocer\u00eda de un coche de carreras<\/strong>. Esta creencia err\u00f3nea genera numerosos malentendidos.<\/p>\n<h2>Qu\u00e9 es el patrocinio deportivo: definici\u00f3n<\/h2>\n<p>Definimos el patrocinio deportivo como <strong>la adquisici\u00f3n de derechos, a cambio de una compensaci\u00f3n monetaria en bienes y\/o servicios, derivados de la afiliaci\u00f3n o asociaci\u00f3n con un producto, equipo, organizaci\u00f3n o evento, con el objetivo de obtener beneficios econ\u00f3micos, de marketing o de imagen.<\/strong><\/p>\n<p>Esta definici\u00f3n combina tres esferas fundamentales: <strong>1) la esfera de los derechos<\/strong>, <strong>2) la esfera de la asociaci\u00f3n<\/strong> y <strong>3) la esfera de los objetivos<\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-20008 size-large\" title=\"qu\u00e9 es el patrocinio deportivo\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/motogp-1.jpg\" alt=\"qu\u00e9 es el patrocinio deportivo\" width=\"600\" height=\"400\" \/><\/p>\n<h3>La esfera de los derechos<\/h3>\n<p>Un patrocinio puede generar <strong>dos tipos de derechos: adquiridos y derivados<\/strong>.<\/p>\n<p>Los <strong>derechos adquiridos<\/strong> son los expl\u00edcitamente pactados: visibilidad, uso del logo, presencia en redes sociales, uso de showbike (para un <a href=\"https:\/\/rtrsports.com\/es\/patrocinios-motogp\/\"><strong>patrocinador de MotoGP<\/strong><\/a>) o showcar (para un <a href=\"https:\/\/rtrsports.com\/es\/formula-1-patrocinio\/\"><strong>patrocinador de F1<\/strong><\/a>), pases, etc.<\/p>\n<p>Los <strong>derechos derivados<\/strong> surgen de la &#8220;activaci\u00f3n&#8221; inteligente de los beneficios adquiridos: concursos, eventos, campa\u00f1as sociales, contenidos exclusivos.<\/p>\n<p>El tema de las <a href=\"https:\/\/rtrsports.com\/es\/blog\/que-es-la-activacion-del-patrocinio-deportivo\/\"><strong>activaciones<\/strong><\/a> merece un an\u00e1lisis dedicado.<\/p>\n<h3>La esfera de la asociaci\u00f3n<\/h3>\n<p>Un contrato de patrocinio es una verdadera asociaci\u00f3n que debe basarse en s\u00f3lidas <strong>bases de valores<\/strong> y <strong>heritage<\/strong>. Como un matrimonio, sponsor y patrocinado comparten sus valores y destinos desde el inicio del acuerdo.<\/p>\n<p>Por eso, antes de embarcarse en un proyecto de patrocinio, es indispensable una evaluaci\u00f3n de 360\u00b0 basada en la correcta correspondencia de valores.<\/p>\n<h3>La esfera de los objetivos<\/h3>\n<p>La pregunta clave: <strong>\u00bfqu\u00e9 queremos conseguir?<\/strong> El patrocinio puede elevar el <strong>brand awareness<\/strong>, aumentar la <strong>brand loyalty<\/strong>, generar <strong>media buzz<\/strong>, mejorar el <strong>posicionamiento<\/strong> o lograr objetivos <strong>B2B<\/strong>.<\/p>\n<p>Quien necesita visibilidad prioriza la exposici\u00f3n del logo; quien tiene objetivos B2B apuesta por la <a href=\"https:\/\/rtrsports.com\/es\/motogp-hospitalidad\/\"><strong>hospitalidad<\/strong><\/a> o las relaciones con los medios.<\/p>\n<h2>\u00bfCu\u00e1nto vale el mercado del patrocinio deportivo?<\/h2>\n<p>El mercado global del patrocinio deportivo super\u00f3 los <strong>65.000 millones de d\u00f3lares en 2023<\/strong> y se prev\u00e9 que alcance los 100.000 millones antes de 2030 (fuente: PwC Sports Survey 2024). En el motorsport \u2014 con F\u00f3rmula 1 y MotoGP a la cabeza \u2014 los presupuestos son de los m\u00e1s elevados del deporte.<\/p>\n<p>Consulta nuestras gu\u00edas sobre <a href=\"https:\/\/rtrsports.com\/es\/formula-1-patrocinio\/\"><strong>patrocinio en F\u00f3rmula 1<\/strong><\/a> y <a href=\"https:\/\/rtrsports.com\/es\/patrocinios-motogp\/\"><strong>patrocinio en MotoGP<\/strong><\/a>.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Preguntas frecuentes sobre el patrocinio deportivo<\/b><\/h2>\r\n        \r\n        <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>\u00bfQu\u00e9 es el patrocinio deportivo?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>\u00bfCu\u00e1les son los principales objetivos de un patrocinio deportivo?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>\u00bfCu\u00e1l es la diferencia entre derechos adquiridos y derechos derivados?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>\u00bfCu\u00e1nto cuesta un patrocinio en el motorsport?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>\u00bfC\u00f3mo elegir el socio deportivo adecuado?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>Durante m\u00e1s de 30 a\u00f1os, RTR Sports Marketing ha tenido el patrocinio deportivo como su actividad principal: una herramienta en la gran &#8220;caja de herramientas&#8221; del marketing deportivo, rama del marketing en su sentido m\u00e1s amplio. Patrocinio y Deporte Gracias a la enorme exposici\u00f3n medi\u00e1tica del deporte, el concepto de patrocinio es ampliamente conocido. Los [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":157511,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-351535","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Qu\u00e9 es el patrocinio deportivo y c\u00f3mo funciona<\/title>\n<meta name=\"description\" content=\"Definici\u00f3n, objetivos y ventajas del patrocinio deportivo para empresas. 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