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espanolEste estudio analiza la notoriedad, el recuerdo, la vinculacion entre la marca y el evento patrocinado, la implicacion en el evento, el valor y la reputacion de una marca institucional y su percepcion entre asistentes del ambito territorial de esa institucion, aprovechando la celebracion del Maraton Valencia Trinidad Alfonso. Mediante la obtencion de una muestra aleatoria de 507 asistentes –corredores y espectadores-, los resultados demuestran la importancia del proceso de transferencia entre las percepciones de la actividad patrocinada y una marca institucional y como el tipo de participacion en el evento, genero y exposicion al mismo determinan respuestas diferentes. De las conclusiones es posible extraer una serie de consideraciones de interes para los gestores de marcas en el ambito publico de cara, al planteamiento de estrategias de comunicacion efectivas que logren el posicionamiento deseado ante uno de sus principales grupos de interes: los ciudadanos residentes en el territorio de esa marca institucional. El estudio sobre el patrocinio en el ambito deportivo se centra generalmente en el contexto empresarial y lucrativo, asi como unicamente en los participantes; la investigacion presentada aporta valor al analizar las percepciones desde la heterogeneidad de los publicos y en un ambito publico. EnglishThe study examines brand awareness, recall and bonding between the brand and the sponsored event, event involvement, value and the reputation of the institutional brand, as well as the perception among local attendees, using the Trinidad Alfonso Marathon celebrated in Valencia (Spain). A sample of 507 attendees (runners and viewers) was obtained and the results showed the relevance of the transfer of the perceptions of the sponsored activity to the institutional brand. Also, it was found that the type of event participation, the gender and the exposure determine different responses. The findings reveal a series of implications for brand managers in the public administration domain regarding the design of effective communication strategies aiming at building the desired positioning to one of the most relevant stakeholder groups: the residents in the territory which the institutional brand represents. Existing literature on sponsorship of participant sport-based events has generally focused on private brands and only with the perception of participants; the present research provides value by analysing perceptions from the heterogeneity of the public and in a public sphere.

How does sponsorship of a high-involvement sports event mark the sponsor brand? An application to public institutions