Activación de patrocinios en redes sociales durante los Juegos Olímpicos de París 2024: análisis de publicaciones en Facebook e Instagram

• Corbacho Valencia, Juan Manuel ^[1] ; Abuín Penas, Javier ^[1] ; Pérez Seoane, Jesús ^[1]
  1. [1] Universidade de Vigo

     Universidade de Vigo

     Vigo, España

     
• Localización: Obra digital: revista de comunicación, ISSN-e 2014-5039, Nº. 28, 2025 (Ejemplar dedicado a: Últimas tendencias y perspectivas en marketing deportivo, comunicación y patrocinio), págs. 29-46
• Idioma: español
• DOI: 10.25029/od.2025.475.28
• Títulos paralelos:
  • Sponsorship activation on social media during the Paris 2024 Olympic Games: Analysis of Facebook and Instagram posts
• Enlaces
  • Texto completo  1    2  
• Resumen
  • español

    El estudio analiza la activación del patrocinio de los JJOO de París 2024 por parte de 14 patrocinadores globales en Facebook e Instagram. Mediante una metodología mixta, se examinaron 226 publicaciones realizadas sobre el evento desde una perspectiva cuantitativa y cualitativa. Los resultados muestran un predominio de contenidos centrados en la experiencia olímpica, las felicitaciones a deportistas y la promoción institucional. Se concluye que las marcas priorizaron narrativas emocionales y colaboraciones con atletas como estrategia para fortalecer el vínculo con la audiencia durante el evento deportivo.

  • English

    The study analyzes the sponsorship activation of the Paris 2024 Olympic Games by 14 global sponsors on Facebook and Instagram. Using a mixed methodology, 226 posts about the event were examined from a quantitative and qualitative perspective. The results show a predominance of content focused on the Olympic experience, congratulations to athletes, and institutional promotion. It concludes that brands prioritized emotional narratives and collaborations with athletes as a strategy to strengthen audience engagement during the sporting event.

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