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Economic crises deepen the wit and it is a suitable period to gamble and innovate. Prior to the current situations, they have brought about them new paradigms in the field of communication, fruit of this need for change that leads to a sector or market affected by the economic downturn. The sponsorship, as a technique of communication, has lived it; and at the present time it must reinvent itself and adapt and progress. This paper defends that the sponsorship in the sport area must be managed under a relational perspective and/or network, working to forge relationships that allow to the managers to take advantage of synergies between the participating entities.Las crisis económicas agudizan el ingenio y es un periodo idóneo para apostar e innovar. Situaciones anteriores a la actual, han traído consigo el nacimiento de nuevos paradigmas en el ámbito de la comunicación, fruto de esa necesidad de cambio que conlleva un sector o mercado afectado por la recesión económica. El patrocinio, como técnica de la comunicación que es, lo ha vivido; y en el momento actual debe reinventarse y adaptarse, si no, morirá. En este trabajo se defiende que el patrocinio en el área del deporte debe gestionarse bajo una perspectiva relacional y/o de red, trabajando para forjar relaciones que permitan aprovechar sinergias entre los entes participantes

Progresión de la gestión del patrocinio deportivo en España. ¿Siglo XXII?