Sponsorship of the Tokyo 2020 Olympic Games and the FIFA World Cup Qatar 2022 on X and Instagram

Introduction: The aim of this study was to perform a comparative analysis of the activation of sponsorship of the Tokyo 2020 Olympic Games and FIFA World Cup Qatar 2022 on social media. Methodology: A mixedmethod study design was conceived, combining an analysis of the quantitative and qualitative c...

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Authors: Sanahuja Peris, Guillermo|||0000-0001-5582-3395, Fernández Peña, Emilio|||0000-0002-0534-6663, Mut-Camacho, Magdalena
Format: article
Publication Date:2025
Country:España
Institution:Universitat Autònoma de Barcelona
Repository:Dipòsit Digital de Documents de la UAB
Language:English
OAI Identifier:oai:ddd.uab.cat:307684
Online Access:https://ddd.uab.cat/record/307684
https://dx.doi.org/urn:doi:10.4185/rlcs-2025-2355
Access Level:Open access
Keyword:Social media
Sponsorship
Activation
X
Instagram
Olympic Games
FIFA World Cup
id ES_8db3da4ff4b7966057cf70dc25370b23
oai_identifier_str oai:ddd.uab.cat:307684
network_acronym_str ES
network_name_str España
repository_id_str
dc.title.none.fl_str_mv Sponsorship of the Tokyo 2020 Olympic Games and the FIFA World Cup Qatar 2022 on X and Instagram
a comparative analysis of digital activation and content type
El patrocinio en X e Instagram de los JJOO Tokyo 2020 y FIFA World Cup Qatar 2022 : análisis comparativo de la activación digital y tipología de contenido
title Sponsorship of the Tokyo 2020 Olympic Games and the FIFA World Cup Qatar 2022 on X and Instagram
spellingShingle Sponsorship of the Tokyo 2020 Olympic Games and the FIFA World Cup Qatar 2022 on X and Instagram
Sanahuja Peris, Guillermo|||0000-0001-5582-3395
Social media
Sponsorship
Activation
X
Instagram
Olympic Games
FIFA World Cup
title_short Sponsorship of the Tokyo 2020 Olympic Games and the FIFA World Cup Qatar 2022 on X and Instagram
title_full Sponsorship of the Tokyo 2020 Olympic Games and the FIFA World Cup Qatar 2022 on X and Instagram
title_fullStr Sponsorship of the Tokyo 2020 Olympic Games and the FIFA World Cup Qatar 2022 on X and Instagram
title_full_unstemmed Sponsorship of the Tokyo 2020 Olympic Games and the FIFA World Cup Qatar 2022 on X and Instagram
title_sort Sponsorship of the Tokyo 2020 Olympic Games and the FIFA World Cup Qatar 2022 on X and Instagram
dc.creator.none.fl_str_mv Sanahuja Peris, Guillermo|||0000-0001-5582-3395
Fernández Peña, Emilio|||0000-0002-0534-6663
Mut-Camacho, Magdalena
author Sanahuja Peris, Guillermo|||0000-0001-5582-3395
author_facet Sanahuja Peris, Guillermo|||0000-0001-5582-3395
Fernández Peña, Emilio|||0000-0002-0534-6663
Mut-Camacho, Magdalena
author_role author
author2 Fernández Peña, Emilio|||0000-0002-0534-6663
Mut-Camacho, Magdalena
author2_role author
author
dc.subject.none.fl_str_mv Social media
Sponsorship
Activation
X
Instagram
Olympic Games
FIFA World Cup
topic Social media
Sponsorship
Activation
X
Instagram
Olympic Games
FIFA World Cup
description Introduction: The aim of this study was to perform a comparative analysis of the activation of sponsorship of the Tokyo 2020 Olympic Games and FIFA World Cup Qatar 2022 on social media. Methodology: A mixedmethod study design was conceived, combining an analysis of the quantitative and qualitative content of posts on the global and Spanish X and Instagram accounts of 16 sponsors. These were International Olympic Committee and Spanish Olympic Committee sponsors, as well as official FIFA World Cup 2022 sponsors. Results: After analysing a sample of 4,791 posts, the results revealed interesting findings regarding the volume of posts about these two mega-events on the one hand, and the thematic types of post on the other. In general terms, it was concluded that the Olympic sponsors had devoted efforts to promoting their links with the Olympic Games, while the FIFA World Cup sponsors had generated a higher number of posts. At the same time, it was found that cross-pollination had only been partially used in the brands' stories: some did not interconnect their global and national communication strategies, and the brands' stories on X and Instagram did not match. Conclusions: The most common themes of the activation of both sponsorships were informing and interacting, which stood out much more than other types such as entertaining or rewarding.
publishDate 2025
dc.date.none.fl_str_mv 2
2025-01-01
2025
2025-01-01
dc.type.none.fl_str_mv Article
http://purl.org/coar/resource_type/c_6501
VoR
http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://ddd.uab.cat/record/307684
https://dx.doi.org/urn:doi:10.4185/rlcs-2025-2355
url https://ddd.uab.cat/record/307684
https://dx.doi.org/urn:doi:10.4185/rlcs-2025-2355
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
https://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Dipòsit Digital de Documents de la UAB
instname:Universitat Autònoma de Barcelona
instname_str Universitat Autònoma de Barcelona
reponame_str Dipòsit Digital de Documents de la UAB
collection Dipòsit Digital de Documents de la UAB
repository.name.fl_str_mv
repository.mail.fl_str_mv
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spelling Sponsorship of the Tokyo 2020 Olympic Games and the FIFA World Cup Qatar 2022 on X and Instagrama comparative analysis of digital activation and content typeEl patrocinio en X e Instagram de los JJOO Tokyo 2020 y FIFA World Cup Qatar 2022 : análisis comparativo de la activación digital y tipología de contenidoSanahuja Peris, Guillermo|||0000-0001-5582-3395Fernández Peña, Emilio|||0000-0002-0534-6663Mut-Camacho, MagdalenaSocial mediaSponsorshipActivationXInstagramOlympic GamesFIFA World CupIntroduction: The aim of this study was to perform a comparative analysis of the activation of sponsorship of the Tokyo 2020 Olympic Games and FIFA World Cup Qatar 2022 on social media. Methodology: A mixedmethod study design was conceived, combining an analysis of the quantitative and qualitative content of posts on the global and Spanish X and Instagram accounts of 16 sponsors. These were International Olympic Committee and Spanish Olympic Committee sponsors, as well as official FIFA World Cup 2022 sponsors. Results: After analysing a sample of 4,791 posts, the results revealed interesting findings regarding the volume of posts about these two mega-events on the one hand, and the thematic types of post on the other. In general terms, it was concluded that the Olympic sponsors had devoted efforts to promoting their links with the Olympic Games, while the FIFA World Cup sponsors had generated a higher number of posts. At the same time, it was found that cross-pollination had only been partially used in the brands' stories: some did not interconnect their global and national communication strategies, and the brands' stories on X and Instagram did not match. Conclusions: The most common themes of the activation of both sponsorships were informing and interacting, which stood out much more than other types such as entertaining or rewarding.Introducción: El propósito de esta investigación es analizar de forma comparativa la activación de patrocinio en redes sociales en los JJOO Tokyo 2020 y en FIFA World Cup Qatar 2022. Metodología: Se ha concebido un diseño de la investigación que combina el análisis de contenido cuantitativo y cualitativo, estudiando los mensajes publicados en los perfiles en X e Instagram, tanto globales como españoles, de 16 patrocinadores que son patrocinadores del IOC y del COE, así como patrocinadores oficiales de la Copa del Mundo 2022. Resultados: Tras analizar una muestra de 4.791 mensajes publicados, los resultados revelan interesantes hallazgos en relación con el volumen de tweets y posts dedicados a estos dos megaeventos y a la tipología temática de los mensajes. Conclusiones: De forma genérica, se puede concluir que los patrocinadores olímpicos dedican esfuerzos relativos a promocionar su vinculación con los JJOO, mientras que los vinculados al mundial de fútbol generan un mayor número de mensajes. Al mismo tiempo se observa un uso parcial de crosspollination en el relato de las marcas, ya que, algunas no relacionan sus estrategias comunicativas globales y nacionales, al igual que tampoco son coincidentes los relatos de cada marca en X e Instagram. Las temáticas más habituales de la activación de ambos patrocinios son informar e interactuar de forma muy superior a otras categorías como entretener o premiar. 22025-01-0120252025-01-01Articlehttp://purl.org/coar/resource_type/c_6501VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttps://ddd.uab.cat/record/307684https://dx.doi.org/urn:doi:10.4185/rlcs-2025-2355reponame:Dipòsit Digital de Documents de la UABinstname:Universitat Autònoma de BarcelonaInglésengopen accesshttp://purl.org/coar/access_right/c_abf2Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, i la comunicació pública de l'obra, sempre que no sigui amb finalitats comercials, i sempre que es reconegui l'autoria de l'obra original. No es permet la creació d'obres derivades.https://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:ddd.uab.cat:3076842026-06-06T12:50:31Z
score 15.198674

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