Nuevo modelo de negocio informativo en el deporte españolla gestión asociada de la imagen en los deportistas sin glamour

Laburpena

Since the beginning of XX Century, the poet Antonio Machado set the emphasis in two Spain. These two Spain that nowadays still exist in our national scene, although this stage has changed progressively in last years. But the idea is still there. PP or PSOE. Right-wing or left- wing. Monarchists or republicans. Progressives or conservatives. Real Madrid versus Barcelona. The Spanish society, since time immemorial has been divided in a dichotomy. Gray is now allowed. One is with me or without me. If we transfer this idea to sports, this reality is showed openly, without reservations. This research pretends to show the two different speeds that currently exist. Practically we can talk about two main sports: football, and the rest of disciplines. There is no intention to look for a responsible. There are no culprits. Football is the main sport in Spain and generates thousands of million euros per year. No one can deny. It is showed in figures moved around it. Therefore, the intention is not to face two sides, is to look for solutions, means, support tools for these other disciplines. These emerging sports (including paralympic sports) that struggle day by day to look for money, resources, sponsors and mediatic presence. In the present research, functions of High Council of Sports, of public and private states, will be explained in deep, as well as the significant qualities that an sportsperson in Spain should have to be considered as a high level athlete, what is means Spain as brand, the athletes’ future when they retire…, in conclusion, a view of Spanish Sports outlook..