<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2448-8437</journal-id>
<journal-title><![CDATA[Zincografía]]></journal-title>
<abbrev-journal-title><![CDATA[Zincografía]]></abbrev-journal-title>
<issn>2448-8437</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Centro Universitario de Arte. Arquitectura y Diseño]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2448-84372018000100069</article-id>
<article-id pub-id-type="doi">10.32870/zcr.v0i3.45</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La creación de valor de marca por medio de patrocinios en eventos deportivos en el mundo]]></article-title>
<article-title xml:lang="en"><![CDATA[The creation of brand value through sponsorships at sports events around the world]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Orozco Grover]]></surname>
<given-names><![CDATA[Gabriel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Valencia  ]]></institution>
<addr-line><![CDATA[ Valencia]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2018</year>
</pub-date>
<volume>2</volume>
<numero>3</numero>
<fpage>69</fpage>
<lpage>87</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-84372018000100069&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-84372018000100069&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-84372018000100069&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen En este artículo se hace una revisión de los distintos eventos deportivos y su impacto económico basado en el valor de marca y generado a través de patrocinios alrededor del mundo. Se analizan casos de interés en países como Estados Unidos, el Reino Unido, India, entre otros, donde se han aprovechado las oportunidades que la práctica deportiva y la afición de los diferentes deportes ofrecen cada día, forjando toda una industria: la del entretenimiento deportivo, que se ha consolidado como una de las más importantes a nivel mundial, en gran medida, gracias al apoyo y patrocinio de las más importantes empresas globales que desembolsan grandes cantidades de dinero para tener presencia dentro de todo tipo de eventos deportivos.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This article reviews the different sporting events and their economic impact based on brand value generated through sponsorships around the world. Cases of interest are analyzed in countries such as the United States, the United Kingdom, India, among others, where they have taken advantage of the opportunities that the sports practice and the hobby of the different sports offer each day, forging an entire industry: sports entertainment, which has consolidated as one of the most important worldwide, to a large extent, thanks to the support and sponsorship of the most important global companies that disburse large amounts of money to have a presence in all types of sporting events.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Valor de marca]]></kwd>
<kwd lng="es"><![CDATA[eventos deportivos]]></kwd>
<kwd lng="es"><![CDATA[patrocinio]]></kwd>
<kwd lng="es"><![CDATA[marketing deportivo]]></kwd>
<kwd lng="en"><![CDATA[Brand equity]]></kwd>
<kwd lng="en"><![CDATA[sports events]]></kwd>
<kwd lng="en"><![CDATA[sponsorship]]></kwd>
<kwd lng="en"><![CDATA[sport marketing]]></kwd>
</kwd-group>
</article-meta>
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