The Impact of Athletes As Ambassadors in Olympic and Sports marketing strategies in Spain

Abstract

The role of athletes as ambassadors in sports marketing has gained significant attention in recent years, especially within the context of Olympic marketing strategies. This research aimed to explore the impact of athlete ambassadors on sports marketing strategies in Spain, with a particular focus on Olympic athletes. A mixed methods approach was adopted, combining qualitative interviews with sports marketing experts and quantitative surveys conducted among Spanish sports fans. The data were analyzed to assess the effectiveness of athletes in shaping brand image, influencing consumer behavior, and driving engagement with sports events and campaigns. The findings indicated that athletes, particularly those with strong national recognition, play a crucial role in enhancing brand visibility and fostering emotional connections with audiences. Additionally, athletes were found to positively impact the public perception of Olympic brands, contributing to higher levels of sponsorship and fan loyalty. The study concluded that athlete ambassadors are a powerful tool in Olympic and sports marketing strategies in Spain, offering opportunities for greater audience reach and deeper engagement with sports brands.