出版社：Servicio de Publicaciones de la Universidad Complutense
摘要：Economic crises deepen the wit and it is a suitable period to gamble and innovate. Prior to the current situations, they have brought about them new paradigms in the field of communication, fruit of this need for change that leads to a sector or market affected by the economic downturn. The sponsorship, as a technique of communication, has lived it; and at the present time it must reinvent itself and adapt and progress. This paper defends that the sponsorship in the sport area must be managed under a relational perspective and/or network, working to forge relationships that allow to the managers to take advantage of synergies between the participating entities.
关键词：Gestores;patrocinio deportivo;enfoque relacional y/o de red.
其他关键词：Managers;sport sponsoring;relational approach and/ or network approach.
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