Reinventar la comunicación del fútbol a través del sportainment con la Generación Z en España
El caso de la Kings League
DOI:
https://doi.org/10.62161/revvisual.v16.5205Palabras clave:
fútbol, Fútbol, Kings League, Generación Z, Comunicación, Identidad, CulturaResumen
Este estudio examina el impacto de la Kings League en la comunicación deportiva y su atractivo para la Generación Z en España comparándola con las ligas de fútbol tradicionales. El enfoque de "sportainment" de la Kings League, que combina deporte y entretenimiento con una transmisión digital innovadora, resuena entre el público joven. Sus elementos clave son la espontaneidad, el espectáculo y la participación de figuras carismáticas. La investigación subraya la necesidad de nuevos formatos y métodos de comunicación deportiva para atraer a las generaciones más jóvenes, destacando la importancia de la personalización, la inmediatez y la innovación en el deporte para mantener la relevancia cultural y la participación de la audiencia.
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