El marketing como factor relevante en la determinación del valor del pase de un futbolista de la LigaPro Ecuador.

Abstract

The sports industry has developed with breakneck speed. And specifically football with the pass market in which transfers with unimaginable values are made is one of the most important businesses globally. Very often, transfers are made based on a poor or empirical methodology that does not objectively consider all the factors that are part of the value of a player's pass. This research tries to establish the importance of marketing whose components such as the standard price of PEP sponsorship, return on investment, R.O.I., brand equity and presence in social networks, are decisive when evaluating a footballer. In the proposed model, a comparative method is used, and based on prioritization matrices, the different variables that define the value of the pass are rewarded or penalized. And, it was possible to establish that the results obtained, including the variable "Marketing value" are in accordance with the economic reality of Ecuador. Finally, a survey of professional players was carried out in order to know the sociodemographic, aspirational and contractual conditions in which they develop their sports career.