Estrategias de marketing experiencial en eventos deportivos: una mirada desde la gestión de proyectos

Introduction and Objective: Experiential marketing in sports events has become an essential approach to differentiate value propositions, strengthen fan loyalty, and sustain the profitability of clubs, leagues, and organizers. The objective of the study was to develop and validate an operational project-management framework to design, implement, and evaluate experiential marketing strategies in sports events. Methodology: The research followed a mixed-methods approach with a predominance of quantitative techniques. A quasi-experimental repeated-measures design was adopted, and the study had an explanatory–correlational scope. Results: The improvement in KPIs shows that translating experience requirements into deliverables generates operational benefits on event day. The CBEED instrument demonstrates reliability (α, ω ≥ .82) and validity (AVE ≥ .50; satisfactory CFI/TLI). Pre–post improvements are significant and of moderate-to-large magnitude; the model explains 56% of satisfaction and confirms the Quality–Value–Satisfaction–Intention chain. Conclusions: The study showed that the integrated deployment of improvements in the stadium environment, sponsorship activations, interaction technology, and co-creation mechanisms significantly increased attendees’ satisfaction, NPS, and intention to return.