Las estrategias digitales en el marco del Covid-19 en los equipos del fútbol profesional colombiano Junior de Barranquilla y Atlético Nacional.

Abstract

In this essay, digital strategies were addressed in the framework of Covid-19 in Colombian professional soccer, more precisely in the Junior teams of Barranquilla and Atlético Nacional. A tour was made through the history of soccer in Colombia and its naturalness in the culture of sport, in addition to showing the direct relationship it has with communication and the spaces to intervene in the different social actors that these physical activities have. The planning of these two teams was studied taking into account the management they adopted towards the fans and the general public. How they carried the migration from the stands in the stadiums to the screens of their homes, maintaining fidelity even without having physical contact. The gap in their digital strategies was evidenced in the segmentation of audiences by these two teams, specifically in the specific audience such as older adults where their conditions and needs are not easily adapted to these platforms, which does not allow a satisfactory reach in Your results.