Mundial de Catar: autogol o éxito para los patrocinadores. Análisis de los videos publicados en YouTube y la respuesta de la audiencia

Jesús Pérez-Seoane; Juan-Manuel Corbacho-Valencia; Javier Abuín-Penas

doi:10.4185/rlcs-2023-2006

Authors

Jesús Pérez-Seoane University of Vigo https://orcid.org/0000-0001-7008-8771
Juan-Manuel Corbacho-Valencia Universidade de Vigo https://orcid.org/0000-0003-3868-7963
Javier Abuín-Penas Universidade de Vigo https://orcid.org/0000-0002-7822-7526

DOI:

https://doi.org/10.4185/rlcs-2023-2006

Keywords:

sponsoring, World Cup, YouTube, reputation, sports diplomacy, soft power, nation branding

Abstract

Introduction: The controversies surrounding the World Cup in Qatar have led to the reproach of the sponsoring brands for linking their image with a supposedly irregularly awarded event and under suspicions of human rights violations, held in a country that does not respect women's rights and whose laws collide with the values that are expected of a sports global event. Methodology: From a descriptive perspective, the aim is to find out the reputational impact that sponsorship of the FIFA World Cup has had on the collaborating brands through a content analysis of their videos published on YouTube and the response of their audiences. Results: Audiovisuals that are among the most viewed of the year and that have not provoked notable reactions among audiences. Their reception tends to be positive without a significant number of criticisms for linking their image to that of the competition. Discussion: This circumstance leads us to question the idea, assumed in our society, that sponsorship of the World Cup in Qatar has not been profitable (or, at least, has had negative effects) for the image of the brands that have associated their image with the event, although it is true that the impact of sponsorship varies depending on the cultural roots for the brand. Conclusions: The relevance of the championship is more remarkable than the possible detrimental effects for the brands, which have suffered hardly any negative consequences from sponsoring the event.

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