{"id":8006,"date":"2021-07-23T13:19:04","date_gmt":"2021-07-23T13:19:04","guid":{"rendered":"https:\/\/segmentagroup.com\/?p=8006"},"modified":"2022-06-17T23:25:30","modified_gmt":"2022-06-17T23:25:30","slug":"futbol-factor-importante-de-la-reactivacion-economica","status":"publish","type":"post","link":"https:\/\/segmentagroup.com\/en\/futbol-factor-importante-de-la-reactivacion-economica\/","title":{"rendered":"F\u00fatbol, factor importante de la reactivaci\u00f3n econ\u00f3mica"},"content":{"rendered":"<p><strong>Por Omar Hern\u00e1ndez<\/strong><\/p>\n<p>El f\u00fatbol, que es el deporte m\u00e1s popular en el mundo, sufri\u00f3 fuertemente los efectos negativos de la pandemia por Covid-19. El cese de actividades al aire libre, as\u00ed como la suspensi\u00f3n de partidos, copas y ligas, frenaron tanto al aficionado a comprar vestimenta de sus clubes favoritos, como a los deportistas amateurs de adquirir indumentaria para jugar.<\/p>\n<p><img decoding=\"async\" class=\"alignleft wp-image-9146\" src=\"https:\/\/segmentagroup.com\/wp-content\/uploads\/2021\/07\/FUTBOL-1-300x266.jpg\" alt=\"\" width=\"200\" height=\"178\" srcset=\"https:\/\/segmentagroup.com\/wp-content\/uploads\/2021\/07\/FUTBOL-1-300x266.jpg 300w, https:\/\/segmentagroup.com\/wp-content\/uploads\/2021\/07\/FUTBOL-1.jpg 356w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/>Los efectos de esta pandemia se reflejaron inmediatamente con p\u00e9rdidas millonarias estimadas en 12,000 millones de euros, de acuerdo a datos de la FIFA, tan solo para el f\u00fatbol europeo.<\/p>\n<p>Un estudio realizado por la consultora Deloitte Espa\u00f1a, estima que las p\u00e9rdidas econ\u00f3micas para los grandes clubes del viejo continente ser\u00e1n de alrededor de los 2,000 millones de euros al final del periodo 2020\/21 como consecuencia de los impactos comerciales que generan los eventos deportivos [3].<\/p>\n<p>&nbsp;<\/p>\n<p>La crisis econ\u00f3mica ha golpeado fuertemente a esta industria y puede verse reflejado estad\u00edsticamente al observar las b\u00fasquedas de Google Trends a nivel mundial con el criterio de F\u00fatbol, lo que muestra disminuy\u00f3 el inter\u00e9s de los consumidores.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-9147 size-full\" src=\"https:\/\/segmentagroup.com\/wp-content\/uploads\/2021\/07\/FUTBOL-2.jpg\" alt=\"\" width=\"651\" height=\"344\" srcset=\"https:\/\/segmentagroup.com\/wp-content\/uploads\/2021\/07\/FUTBOL-2.jpg 651w, https:\/\/segmentagroup.com\/wp-content\/uploads\/2021\/07\/FUTBOL-2-300x159.jpg 300w\" sizes=\"(max-width: 651px) 100vw, 651px\" \/><\/p>\n<p>El nivel de ventas se vio particularmente afectado entre el primer y segundo trimestre del 2020, justo durante la declaraci\u00f3n de emergencia sanitaria. Basado en los datos del Segmenta Sales Tracking Sports que analiza el comportamiento en las ventas de los pa\u00edses de Argentina, Chile, M\u00e9xico y Per\u00fa; el f\u00fatbol fue el deporte que m\u00e1s perdi\u00f3 participaci\u00f3n, comparado con el resto de los deportes, tal como se muestra en las gr\u00e1ficas a continuaci\u00f3n [1].<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-9148 size-full\" src=\"https:\/\/segmentagroup.com\/wp-content\/uploads\/2021\/07\/FUTBOL-4.jpg\" alt=\"\" width=\"651\" height=\"843\" srcset=\"https:\/\/segmentagroup.com\/wp-content\/uploads\/2021\/07\/FUTBOL-4.jpg 651w, https:\/\/segmentagroup.com\/wp-content\/uploads\/2021\/07\/FUTBOL-4-232x300.jpg 232w\" sizes=\"(max-width: 651px) 100vw, 651px\" \/><\/p>\n<p><strong>El marketing en el f\u00fatbol: venta de Jerseys<\/strong><\/p>\n<p>La estrategia de ventas dentro de la categor\u00eda de f\u00fatbol aprovecha el uso del escudo de un club o del nombre de jugadores estrella para incrementar sus ventas y posicionar su marca. De acuerdo a datos del Segmenta Sales Tracking Sports en los pa\u00edses de Argentina, Chile y M\u00e9xico durante el 2019, 2020 y el primer trimestre del 2021 , m\u00e1s del 70% de la indumentaria de f\u00fatbol que se vende en Latinoam\u00e9rica cuenta con una de estas licencias y especialmente en jerseys el n\u00famero sube hasta el 90%.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9149 size-full\" src=\"https:\/\/segmentagroup.com\/wp-content\/uploads\/2021\/07\/FUTBOL-5.jpg\" alt=\"\" width=\"650\" height=\"194\" srcset=\"https:\/\/segmentagroup.com\/wp-content\/uploads\/2021\/07\/FUTBOL-5.jpg 650w, https:\/\/segmentagroup.com\/wp-content\/uploads\/2021\/07\/FUTBOL-5-300x90.jpg 300w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><\/p>\n<p><strong>De vuelta a las canchas<\/strong><\/p>\n<p>Eventos de todo tipo se vieron obligados a frenar sus actividades durante 2020; la Copa Am\u00e9rica y la Eurocopa fueron alguno de ellos, mismos que reaparecen de nueva cuenta en 2021 como parte las estrategias de recuperaci\u00f3n de la industria.<\/p>\n<p>Durante 2019, se estima que la Copa Oro de Concacaf tuvo ventas de alrededor de 49.9 millones de d\u00f3lares en entradas del torneo, las cuales se estimaron en 1.4 millones de asistentes, gracias a la expansi\u00f3n de 12 a 16 equipos [4]. Por su parte, se estima que la Copa Am\u00e9rica del mismo a\u00f1o tuvo una derrama econ\u00f3mica promedio de 80 millones de d\u00f3lares tan solo en ventas de boletos.<\/p>\n<p>Como resultado de estas competencias, de acuerdo a datos del Segmenta Sales Tracking Sports que incluye Argentina, Chile y M\u00e9xico, las ventas de jerseys de las selecciones participantes se dispararon en el periodo mayo-julio de 2019. Observando el gr\u00e1fico; el caso de M\u00e9xico el 40% de la venta anual se hizo durante estos meses, para Argentina fue 44% y para Chile alcanz\u00f3 el 65% [1].<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9150 size-full\" src=\"https:\/\/segmentagroup.com\/wp-content\/uploads\/2021\/07\/FUTBOL-8.jpg\" alt=\"\" width=\"651\" height=\"344\" srcset=\"https:\/\/segmentagroup.com\/wp-content\/uploads\/2021\/07\/FUTBOL-8.jpg 651w, https:\/\/segmentagroup.com\/wp-content\/uploads\/2021\/07\/FUTBOL-8-300x159.jpg 300w\" sizes=\"(max-width: 651px) 100vw, 651px\" \/><\/p>\n<p>La Eurocopa que tambi\u00e9n retorna en 2021, la cual tuvo p\u00e9rdidas importantes por la suspensi\u00f3n de la copa 2020 con un estimado de 300 millones de euros [5], esto es un aproximado del 16% comparado con la edici\u00f3n del 2016 la cual gener\u00f3 cerca de 1,900 millones de euros [6]. Las ventas de los \u00faltimos dos a\u00f1os de nuestro panel, se\u00f1alan que las ventas del jersey de pa\u00edses europeos en Latam est\u00e1n lideradas por Alemania, Francia y Espa\u00f1a [1] .<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9151 size-full\" src=\"https:\/\/segmentagroup.com\/wp-content\/uploads\/2021\/07\/FUTBOL-9.jpg\" alt=\"\" width=\"651\" height=\"344\" srcset=\"https:\/\/segmentagroup.com\/wp-content\/uploads\/2021\/07\/FUTBOL-9.jpg 651w, https:\/\/segmentagroup.com\/wp-content\/uploads\/2021\/07\/FUTBOL-9-300x159.jpg 300w\" sizes=\"(max-width: 651px) 100vw, 651px\" \/><\/p>\n<p>La reactivaci\u00f3n de las actividades deportivas, como los torneos de f\u00fatbol, son una fuente importante de ingresos que generan millones de d\u00f3lares alrededor del mundo. Despu\u00e9s de la contracci\u00f3n en ventas de 2020 empieza a haber una recuperaci\u00f3n con una tendencia de crecimiento constante gracias a que los equipos volvieron a las canchas. La venta de indumentaria deportiva y hablando espec\u00edficamente de los jerseys, tras un a\u00f1o tan at\u00edpico, est\u00e1n regresando a los niveles de ventas de 2019 y podemos esperar que la realizaci\u00f3n de estos torneos funcionar\u00e1 como estrategia para impulsar la categor\u00eda de la ropa deportiva y de la industria en general, sin embargo, las estrategias de comunicaci\u00f3n y los dise\u00f1os que desarrollen las compa\u00f1\u00edas que participan en el segmento ser\u00e1n fundamentales para volver a enganchar a los consumidores.<\/p>\n<p>[1] Segmenta Sales Tracking Sports Argentina, Chile, M\u00e9xico y Per\u00fa. (2019T1-2021T1),<\/p>\n<p>[2] La Conmebol cierra 2020 con p\u00e9rdidas de 14,4 millones de d\u00f3lares, PALCO23, https:\/\/www.palco23.com\/competiciones\/la-conmebol-cerro-2020-con-perdidas-de-144-millones-de-dolares-por-el-covid-19.html<\/p>\n<p>[3] F\u00daTBOL: P\u00c9RDIDAS MULTIMILLONARIAS PARA LOS CLUBES M\u00c1S RICOS A CAUSA DEL COVID-19, Por EFE servicios, https:\/\/www.foxdeportes.com\/f\u00fatbol\/story\/f\u00fatbol-perdidas-multimillonarias-para-los-clubes-mas-ricos-a-causa-del-covid-19<\/p>\n<p>[4]Copa Oro, un negocio de 49.4 millones de d\u00f3lares, Eduardo Hern\u00e1ndez Castro, https:\/\/www.eleconomista.com.mx\/deportes\/Copa-Oro-un-negocio-de-49.4-millones-de-dolares-20190613-0011.html<\/p>\n<p>[5] \u00a1Golpe econ\u00f3mico! Millonarias p\u00e9rdidas por aplazamiento de la Eurocopa\u00a1, El Tiempo, https:\/\/www.eltiempo.com\/deportes\/futbol-internacional\/las-perdidas-economicas-por-el-aplazamiento-de-la-eurocopa-para-el-2021-473790<\/p>\n<p>[6]Cancelar la Eurocopa 2020 supondr\u00eda para la UEFA p\u00e9rdidas superiores a los 2.500 millones de euros, SPORT (Espa\u00f1a), https:\/\/www.sport.es\/es\/noticias\/eurocopa\/cancelar-eurocopa-2020-supondria-para-uefa-perdidas-superiores-los-2500-millones-euros-7891386<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Por Omar Hern\u00e1ndez El f\u00fatbol, que es el deporte m\u00e1s popular en el mundo, sufri\u00f3 fuertemente los efectos negativos de la pandemia por Covid-19. El cese de actividades al aire libre, as\u00ed como la suspensi\u00f3n de partidos, copas y ligas, frenaron tanto al aficionado a comprar vestimenta de sus clubes favoritos, como a los deportistas [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":9144,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ocean_front_end_style_editor":"no","ocean_post_layout":"full-width","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"on","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"off","ocean_display_header":"off","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"on","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[7],"tags":[],"class_list":["post-8006","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-deportes","entry","has-media"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Por Omar Hern\u00e1ndez El f\u00fatbol, que es el deporte m\u00e1s popular en el mundo, sufri\u00f3 fuertemente los efectos negativos de la pandemia por Covid-19. El cese de actividades al aire libre, as\u00ed como la suspensi\u00f3n de partidos, copas y ligas, frenaron tanto al aficionado a comprar vestimenta de sus clubes favoritos, como a los deportistas\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Segmenta\"\/>\n\t<link rel=\"canonical\" href=\"https:\/\/segmentagroup.com\/en\/futbol-factor-importante-de-la-reactivacion-economica\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO (AIOSEO) 5.0.2\" \/>\n\t\t<meta property=\"og:locale\" content=\"en_US\" \/>\n\t\t<meta property=\"og:site_name\" content=\"Segmenta Group -\" \/>\n\t\t<meta property=\"og:type\" content=\"article\" \/>\n\t\t<meta property=\"og:title\" content=\"F\u00fatbol, factor importante de la reactivaci\u00f3n econ\u00f3mica - Segmenta Group\" \/>\n\t\t<meta property=\"og:description\" content=\"Por Omar Hern\u00e1ndez El f\u00fatbol, que es el deporte m\u00e1s popular en el mundo, sufri\u00f3 fuertemente los efectos negativos de la pandemia por Covid-19. 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