La comunicación en los eventos ecuestres: análisis de la publicidad previa, la retransmisión y su cobertura posterior

Communication strategies and techniques in the sports fieldhave great potential to promote events and increase their reach, helping to boost the popularity of each sport. In the case of equestrian sport in Spain, although it is in the minority, events are held very frequently. The main objective of this study is to analyze the perception of the sector's stakeholders regarding communication strategies before and after equestrian events. To do so, we combined two methodologies: quantitative analysis –based on survey data– and qualitative analysis –based on the results of semi-structured interviews and a focus group with different professional members of the stakeholders. The results show that although younger people and those who attend equestrian events professionally tend to be more satisfied with pre-event publicity and post-event coverage, overall satisfaction is low. The conclusion is that the equestrian sector needs to make improvements to increase the efficiency of its communication campaigns.