Internal Communication and Multimedia Communication Networks in Professional Spanish Sport Clubs

Abstract

The aim of this paper is to show an original diagnosis about the internal communication in professional Spanish sport clubs and to propose a communication multimedia networks in order to facilitate the relation between organizations and internal public. Theoretical framework it´s delimited by Information Society´s stage (Castells, 1997) and the sport digital age (Moragas, 2007), intangibles management like a new paradigm (Costa, 2008) and the permanent bankruptcy and four pillars: historic evolution of communication and marketing areas in sports clubs, strategic function incorporate communication (Villafañe, 1999): different views about integrate marketing and communication and, finally, the basis about corporate strategy and economics resources in sport clubs. The methodology used is a combination of quantitative and qualitative techniques applied to a corpus of 56 sport clubs integrated in the Spanish Football Professional League (Liga de fútbol professional) and Spanish Basketball Association Club (Asociación de Clubes de Baloncesto). 80% of professional football and basketball clubs have participated, along with more than and eleven experts in sports management and corporate communication, carrying out a study as much quantitative as it is qualitative. Conclusions offers the definitely presentation of evaluation about corporate communication and marketing practice and it represents the contribution to develop a professional sports sector.