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.
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