The congress will take place, in person and virtually, on November 10 and 11, 2022, at the Universitat Jaume I in Castellón. It is organized by the ENCOM Research Group and the Department of Communication Sciences. The event seeks to publicize the opportunities offered at a strategic level by three interrelated concepts such as brand, territory and sport. These are prominent contributions to citizens, companies and institutions. The congress has an interest in promoting those cases that provide knowledge and analysis of international, national and local experiences. This second edition focuses on two current issues, closely linked to communication, such as the link between territorial policies and the SDGs, as well as the use of technological advances in the experiences of all interest groups.
THE BRAND is managed with the main objective of creating positive links that guarantee the credibility of the territory it represents.
SPORT promotes positive values that favour the creation of ties. Also, it is generally rooted in the geographical territory and contributes to improving perceptions about it. It is also a fundamental element of differentiation from the communication by and for the different social agents: companies, civil society and institutions.
THE TERRITORY is a geographical place delimited by borders: physical, geographical, geopolitical or mental.
All these aspects link the Jaume I University with its closest surroundings and, with its character and philosophy, which is very sensitive to the demands of the society and the needs of the business and social fabric. All of these elements emphasise the scientific reflection of a congress about these topics.
It is about generating knowledge regarding local, national or global practices in the management of these territorial brands that enable work, from efficiency and can become an intangible asset. Managed from communication and given its strategic nature they will be able to generate sources of competitive advantage for the represented territories and the agents interacting with them. As López Lita and Benlloch (2005) comment, "on many occasions, the brand territory takes on a dimension as a brand that goes far beyond simple mercantile and commercial and even cultural motivations and becomes a scream of a community that claims its identity." The development and promotion of sport can be an attractive source of value that must be made visible through the strategic communication of this territorial brand.
Therefore, the congress has the following objectives:
1º.- To analyze the contribution of strategic and technological management of territorial brands and their contribution to the sustainable development of the territories represented.
2º.- To know experiences about the development of territories from the practice of sports while focusing on the balance between sustainability and development.
3º.-Sharing experiences around this axis marks territory and sport in the international context.
4º.- To examine the importance of sport as a communicative asset in the international geopolitical scenario.
The scientific contribution channels into five lines of work in response to the objectives set out above, which the scientific committee of the congress has established. The comitee belongs to the Department of Communication Sciences and other national and international universities. These are the lines of work:
Early registration (until July 30)
Registration (after July 30)
|General registration, with presentation of publication||100€||120€|
|General registration, with presentation of publication, partners of collaborating entities (Ad Comunica, Dircom, Colegio Publicitarios de la CV)||90€||110€|
|UJI students (Bachelor's, Master's or Doctorate), with presentation of publication||30€||50€|
|Registration with certificate of attendance*, without presentation of publication||20€||30€|
|Attendance, without presentation of publication or right to certificate of attendance||Free||Free|
*Validation requested for 1 free configuration credit for UJI students if they attend 80% of the congress sessions.
Certificate of presentation of the paper at the congress.
Certificate of participation in the congress.
Publication of the communication in the collective book (digital) with the publisher Tirant lo Blanch (SPI Q1)
To guarantee the publication of the accepted communication, all authors must be registered before September 20. Changes recommended by the reviewers should be addressed by the authors. The different communications selected by the scientific committee will be part of a
digital publication, planned with the publishing house Tirant Lo Blanch (SPI Q1). This way, it will be recorded, and the dissemination and training continued. The standards for publication can be consulted in this document.
Deadline to receive communications for digital publication at the Tirant-lo Blanch publishing house: February 15, 2023.
Publication date of the collective book in Tirant-lo Blanch: second semester of 2023.
The most outstanding texts resulting from research on the theme of the congress can be sent for scientific assessment to the monograph "Brand, territory and sport on the horizon 2030", scheduled in adComunica magazine No. 27 (ESCI, ERIH PLUS , ISOC, MIAR, ICE, RESH, Dialnet Metrics, Latindex or Dulcinea).Deadline for receiving articles: October 15, 2023.
Publication date adComunica nº27: January 2024.
Template for sending the summary of the communication proposal: [ Click Here ]
All accepted contributions will be published in a digital book as conference proceedings with the publisher TIRANT LO BLANCH.
All contributions must be uploaded on the scheduled dates and following the "submission template" in the Registration Form.
Rules for publication
Language: Texts must be unpublished and written in English, Spanish, Valencian and/or Catalan (since it is the co-official language of the Valencian Community and the Universitat Jaume I).
Length: Communications should be between 5,000 and 8,000 words. Criteria must be met, otherwise it may be rejected for subsequent publication in any format.
Format: Once the acceptance of the communication has been confirmed to the authors, the text must be sent in Times New Roman font, size 12, single line spacing, justified.
Content: The sections must begin with an introduction, where the author(s) will explain why the topic addressed may be interesting, while presenting the foundations of the research. The scientific references offered, as a review of the state of the issue in the debate on the proposed topic, must be those strictly necessary to facilitate the reading of the text. On the other hand, special attention will be paid to the exposition of the research methodology followed, the justification of the work sample used, if applicable, and the research objectives pursued. The article must present the investigation results, including tables and figures (photographs, drawings, graphs, etc.) if necessary, which enable the text's plot line to be correctly followed. The manuscript will end with some brief conclusions to summarise the main ideas defended in the text, and to show the open lines of research or planned future developments. APA citation style must be followed.
The brand and its management have become, among other things, a powerful intangible element of differentiation within business strategies, having developed a highly useful know-how that has transcended the field of business to other areas in which organizations, projects and territories meet. For decades, countries, regions and cities have reflected on this intangible strategically to “mark” anthropological and cultural differences, going beyond an initial strictly economic dimension. Territory-brands have had a deep boost in recent times. This impulse connects to the increasingly evident need for differentiation felt by the different communities (López Lita and Benlloch, 2005).
Many experts, such as Castells (2005), emphasize that cities and territories are great demographic magnets that uniquely condense the physical, intellectual and creative energy of their citizens, stimulating cultural development. Castells points out the value of the implication of citizens together with the government of the territories when it comes to solving problems since cities and regions are centres of knowledge, and this knowledge must be about the impact on the lives of its inhabitants. We have many examples of territories that become paradigmatic, causing them to be a pole of attraction for investment, innovation and culture (Anholt, 2010).
In this context, the ingenuity of territorial managers sharpens by presenting an attractive image of their space, ensuring a favourable perception by all relevant audiences and generating positive and lasting experiences. As Kolotouchkina and Blay mention, they even appropriate the usual practices in the consumer products sector, in companies and corporations. Territorial managers use communication and brand resources to define the value offer of their territory and position it consistently in the interurban market (2015, p.640).
For this effect to occur, the territories must formulate a relevant brand promise for all those groups related. Therefore, strategically managing their identity and image is essential. Given all this phenomenon, public diplomacy has become a part of the territory brand. It's a tool that serves the project as part of the relational and communicational dimension of the brand.
The interest in this call for communications lies in the constitution of sport as a value attribute of the first order in managing brand territory on the global stage. This emerges especially when the 2030 agenda and the UN SDGs demand the conciliation of large territorial development projects concerning the natural environment and having active lifestyles.
The sports phenomenon represents an endless source of emotions, passions and positive values. Few experiences today exert a fascination like sports – whether as an actor or a spectator – in all corners of the planet, becoming one of the main contents of the media. At the same time, the emergence and overcoming of a global pandemic have accelerated transformations that were in process, such as healthy experiences, the commitment to sustainability, digitization and also the use of sport itself as a diplomatic tool.
This monograph aims to publicize the opportunities offered at a strategic level by three interrelated concepts that contribute to citizens, companies and institutions, such as:
Thus, without being a closed list, the following thematic lines of reflection and analysis are proposed:
Anholt, S. (2010) Places: Identity, Image and Reputation. Londres, Palgrave Macmillan.
Blay Arráez, R.; Benlloch Osuna, M.T.; Sanahuja Peris, G. (2020) Marca, territorio y deporte: Un triángulo estratégico en la gestión de intangibles comunicativos. València: Tirant Humanidades.
Blay Arráez, R.; Benlloch Osuna, M.T.; Sanahuja Peris, G. (2020) “Castellón, Escenario Deportivo”, la apuesta por el deporte como generador de marca territorio en Blay Arráez, R.; Benlloch Osuna, M.T.; Sanahuja Peris, G. Marca, Territorio y Deporte : Un Triángulo Estratégico en la Gestión de Intangibles Comunicativos (27-90). València: Tirant Humanidades.
Castells, M. (2005). Globalización e Identidad. Cuadernos del Mediterráneo. Número 5, 11-20. Recuperado de http://www.iade.org.ar/uploads/c87bb-fe538f7-d1bb.pdf
Florek, M., Insch, A.(2011). WhenFitMatters: LeveragingDestination and EventImageCongruence. JournalofHospitality Marketing & Management, 20 (3), 265 – 286. DOI: 10.1080/19368623.2011.562413
Florida, R. (2008). Who’syourcity? How the creative economyismakingwheretolive the mostimportantdecisionofyourlife. Nueva York: Basic Books.
Herstein, R. and Berger, R. (2013), “Much more thansports: sportsevents as stimuliforcityre‐branding”, Journalof Business Strategy, Vol. 34 No. 2, pp. 38-44. https://doi.org/10.1108/02756661311310440
Fernández Peña, E. (2016). Juegos Olímpicos, televisión y redes sociales. Barcelona: UOC.
Ginesta, X. (2020). Les multinacionals de l’entreteniment. Fútbol, diplomacia, identitat i tecnologia. UOC.
Govers, R. (2015). Rethinking Virtual and Online Place Branding. En Kavaratzis, M. et al. (eds.), Rethinking Place Branding. Springer International Publishing Switzerland. doi: 10.1007/978-3-319-12424-7_6
Kavaratzis, M. (2004). Fromcity marketing tocity branding: Towards a theoreticalframeworkfordevelopingcitybrands. Place Branding and PublicDiplomacy 1(1): 58–73.
Kavaratzis, M.; Hatch, M.J. The Dynamics of Place Brands: AnIdentity-BasedApproachto Place Branding Theory. Mark. Theory 2013, 13, 69–86.
Kolotouchkina, O. y Blay Arráez, R. (2015) “Estrategias de marca ciudad en el contexto de la capitalidad europea de la cultura 2016” Revista Opción, vol. 31, núm. 4, 2015, pp. 639-655 Universidad del Zulia Maracaibo, Venezuela.
Kolotouchkina, O., Llorente-Barroso, C., García Guardia, M.L., & Pavón, J. (2021). Disability Narratives in SportsCommunication: Tokyo 2020 ParalympicGames’ BestPractices and Implications. Media and Communication, 9(3). https://doi.org/10.17645/mac.v9i3.4043
Kolotouchkina, O. (2018). Engagingcitizens in sportsmega-events: the participatorystrategicapproachofTokyo 2020 Olympics. Communication&Society, 41(4), 45-58. https://doi.org/10.15581/003.31.4.45-58
López Lita, R., & Benlloch Osuna, M. T. (1). De la marca comercial a la marca territorio. Recerca. Revista De Pensament I Anàlisi, (5), 87-100. Recuperado a partir de https://www.e-revistes.uji.es/index.php/recerca/article/view/239
Lubowiecki-Vikuk, Adrian&Basińska-Zych, Agata. (2011). Sport and Tourism as elementsof place branding. A case studyonPoland. JournalofTourismChallenges and Trends. IV. 33-52.
Meier, H.E; García, B.; Konjer, M. &Metzke, M. (2022) The short lifeof the European Super League: a case studyoninstitutionaltensions in sport industries, Managing Sport and Leisure, DOI: 10.1080/23750472.2022.2058071
Moragas Spà, M. Comunicación y Deporte en la Era Digital. In Proceedingsof the Congressof the SpanishAssociationfor Social ResearchAppliedto Sport (AEISAD); Centre d’EstudisOlímpics, UAB: Las Palmas de Gran Canaria, Spain, 2007. Available online: https://core.ac.uk/download/pdf/13282886.pdf
Olivares Delgado, F. (2018) Marcas Negras (en la era de la transparencia). Madrid: Gedisa.
Olivares Delgado, F. (2020) Prólogo en Blay Arráez, R.; Benlloch Osuna, M.T.; Sanahuja Peris, G. Marca, Territorio y Deporte : Un Triángulo Estratégico en la Gestión de Intangibles Comunicativos (15-17) València: Tirant Humanidades.
Rein, Irving & Shields, Ben. (2007). Place branding sports: Strategiesfordifferentiatingemerging, transitional, negativelyviewed and newlyindustrializednations. Place Branding and PublicDiplomacy. 3. 10.1057/palgrave.pb.6000049.
Seisdedos, G. (2007). Cómo gestionar las ciudades del siglo XXI: del city marketing al urbanmanagement. Madrid: Pearson Educación.
Viñas Gracia, C. & Ginesta Portet, X. (2022). A dimensão geopolítica do fracassadoprojeto da superligaeuropeia de futebol: umensaio sobre economia, política e esporte no séculoxxI. Movimento, 28, e28013. https://doi.org/10.22456/1982-8918.120308
Westerbeek, H &Linley, Michael. (2012). Buildingcitybrandsthrough sport events:Theoretical and empiricalperspectives. Journalof Brand Strategy. 1. 193-205.
This congress is sponsored by the Diputació de Castelló and the Endavant Villarreal CF Chair for Sport at the Universitat Jaume I.
Assistance requested from the Generalitat Valenciana, Subsidy program for the organization and dissemination of international scientific, technological, humanistic or artistic conferences and meetings (AORG/2022).
Assistance requested from the Generalitat Valenciana, Subsidy program for the organization and dissemination of international scientific, technological, humanistic or artistic conferences, conferences and meetings (AORG/2022).
adComunica, Association for the Development of Communication
College of Advertisers of Comunitat Valenciana
Dircom, Association of Communication Directors
Sr. D.José Martí, presidente de la Excma. Diputación de Castellón
Sra. Dña. Tania Baños, diputada de deportes de la Excma. Diputación de Castellón
Dra. Dña Eva Alcón Soler, rectora de la Universitat Jaume I
Dr. Francisco Javier Vellón Lahoz, decano de la Facultad de Ciencias Humanas y Sociales
Dr. Javier Marzal Felici, director del departamento de ciencias de la comunicación
Dr. Ángel Alloza, CorporateExcellence
Dr. Borja García, Loughborough University
Dr. Carlos de las Heras Pedrosa, Universidad de Málaga
Dr. Carlos Campos López, Universidad de Extremadura
Dr. Carlos Fanjul Peyró, Universitat Jaume I de Castellón
Dra. Cristina González Oñate, Universitat Jaume I de Castellón
Dr. Daniel Zomeño Jiménez, Universitat Jaume I
Dra. Elizete de Azevedo Kreutz, Universidad de Univates
Dra. Elvira Antón Carrillo, Universitat Jaume I
Dra. Estela BernadMonferrer ,Universitat Jaume I
Dra. Eva Breva Franch, Universitat Jaume I
Dr. Emilio Fernández Peña, UAB-Centre d'EstudisOlímpics
Dr. Fernando Olivares Delgado, Universidad de Alicante
Dr. Francisco Fenández Beltrán, Universitat Jaume I
Dr. Francisco Javier Herrero Gutiérrez, Universidad de Salamanca
Dr. Guillermo Sanahuja Peris, Universitat Jaume I
Dr. José Fernández Cavia, Universitat Pompeu Fabra (Barcelona)
Dra. Olga Kolotouchkina, Universidad Complutense de Madrid
Dra. Rocío Blay Arráez, Universitat Jaume I
Dr. Santiago Mayorga Escalada, Universidad Isabel I España
Dra. Susana Miquel Segarra, Universitat Jaume I
Dr. Xavier Ginesta Portet, Universitat de Vic
Dra. Xelo Balado Albiol, Universitat Jaume I
Dr. Yiran Su, Universityof Georgia (USA)
D. Juan Carlos Barreda Cruselles, Universitat Jaume I
Dra. Lorena López Font, Universitat Jaume I
Dr. Javier Zamora, Universidad Internacional de Valencia
Dr. Juan Monserrat Gauchi, Universidad de Alicante
Dra. Magdalena Florek, FoundingMemberof the Board and EducationDirectorof IPBA
Dra. Magda Mut Camacho, Universitat Jaume I
Dra. Maria Carmen Jambrino Maldonado, Universidad de Málaga.
Dra. María Pallarés Renau,Universitat Jaume I de Castellón
Dra. Mª Teresa Benlloch Osuna, Universitat Jaume I
Dr. Guillermo Sanahuja Peris, Universitat Jaume I
Dra. Rocío Blay Arráez, Universitat Jaume I
Dra. Mª Teresa Benlloch Osuna, Universitat Jaume I
Engagement and Communication (Encom) research group of the Universitat Jaume I
Department of Communication Sciences of the Universitat Jaume I
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