Marketing strategies in sport clubs

El objetivo principal de este artículo es resaltar la importancia que tiene el marketing en el mundo del deporte. Durante los últimos años, se han producido numerosos e importantes avances en el estudio y en la formalización del marketing aplicado al área de los servicios, los cuales obligan a actualizar los planteamientos y enfoques que se siguen en su aplicación. Los estudios más recientes en la utilización del marketing en las entidades deportivas, demuestran que la aplicación aislada del marketing tradicional no es suficiente, por sí solo, para asegurar el éxito de mercado y que es necesario complementarlo con otras dos disciplinas desarrolladas en gran parte en el sector servicios y llegar, de esta manera, a un enfoque nuevo y específico de marketing deportivo. Este nuevo enfoque ha de estar integrado por tres áreas claramente diferenciadas y complementarias entre sí: el marketing tradicional, el marketing interactivo y el marketing interno. Palabras clave: Marketing, interactivo, club deportivo, socios, clientes.The principal aim of this article is stand out the importance of sport marketing in the sport world. During last years, numerous advances have been appear about sport marketing in services. These advances force to update the application of these approachs. Recents studies in the use of marketing in sports organizations show that the isolate application of traditional marketing is insufficient to ensure the succes, and there is need to improve it with other two developed disciplines to reach a new idea of sport marketing. This new view and perspective must be composed by three areas: traditional marketing, interactive marketing and internal marketing. Key words: Marketing, interactive, sport club, members, customers.peerReviewe

Creatividad publicitaria como estrategia preventiva de la violencia en el deporte

La presente comunicación tiene por objeto poner de relieve la escasa implantación de la creatividad publicitaria en el fomento de valores deportivos saludables. Desde nuestro punto de vista asistimos a una paradoja que nos parece harto significativa y que debe conducirnos a una seria reflexión. La paradoja a la que nos referimos es la siguiente: el mundo empresarial viene haciendo un uso creciente de imágenes y valores asociados a la práctica deportiva en sus estrategias de creatividad publicitaria. A nadie se le escapa que si el colectivo empresarial utiliza el deporte (asociándolo a su imagen), y más concretamente la práctica deportiva, se debe a que, expresado en términos coloquiales, éste vende. Y sin embargo, e igualmente expresado coloquialmente, ¡qué difícil nos resulta a nosotros en tantas ocasiones vender nuestro producto: el deporte como elemento educativo y formativo del desarrollo de valores sociales! En este trabajo comenzaremos definiendo el concepto de creatividad, incidiendo en la relación existente entre publicidad y creatividad, así como en la utilización de esta última como elemento de persuasión. Efectuaremos asimismo un somero análisis de la publicidad y su incidencia en los estilos de vida. A renglón seguido, presentaremos los caminos creativos más habitualmente empleados en la comunicación publicitaria. Introduciremos finalmente un apartado de conclusiones.The present paper expects to draws the attention on the rare implantation of advertising creativity within the promotion of healthy sports values. From our point of view, we attend to a paradox, which is extremely important to us, and must lead us to a serious reflection. The referred paradox is the following: the business world has been making an increasing use of images, and values related to sports practice, within their strategies of advertising creativity. However, everybody knows that if the business community uses the sport (associating it with its image), and specifically the sport practice, it is because, colloquially expressed, this sells. And yet, putting it colloquially, ¡how difficult it is for us, in some cases, to sell our product: sport as an educational and training element of development of social values! For starters, we will begin this project defining the concept of creativity, stressing on the connection between advertising and creativity, just like in the employment of this last one as persuasive element. Moreover, we will execute a draft analysis of advertising, and its effect on lifestyle. Subsequently, we will display the creative paths more employed in advertising communication. Finally, we will introduce a section of conclusions

Diseñando estrategias de promoción deportiva en centros educativos con problemáticas sociales

“Disfruta con el Balonmano” es el eslogan de una iniciativa desarrollada por el Club Balonmano Badajoz dirigida a los Centros Escolares de la ciudad de Badajoz (13.243 niños), con acciones específicas a desarrollar en aquellos que presentan problemas sociales específicos. El objetivo para el club es la creación de Afición y el fomento de la identificación Emocional. Del mismo modo otro objetivo a alcanzar por parte del club es el fomento del balonmano base, así como la futura práctica del mismo en el Club Balonmano Badajoz por parte de los jóvenes practicantes, utilizando el deporte en las primeras edades como medio de inserción social. Este proyecto cuenta con el leal apoyo de la Dirección Provincial de Educación de Badajoz y de una serie de empresas colaboradoras y patrocinadoras. El objetivo a lograr por parte de la Dirección Provincial de Educación es la deseada promoción del deporte entre sus jóvenes escolares, para las entidades patrocinadoras (siete “partners” y dos entidades colaboradoras) el objetivo es utilizar la campaña como un gran escaparate para promover sus marcas, productos o servicios. Para empezar definiremos las bases de la campaña, así como las diferentes líneas de actuación de la misma (pedagógica, lúdica y competitiva). Posteriormente analizaremos la problemática existente para llevarla a cabo en ciertos centros y las soluciones tomadas al efecto. Consecutivamente examinaremos las características generales del acuerdo institucional con la Dirección Provincial de Educación y la gestión de los acuerdos tomados con los patrocinadores de la campaña, así como los beneficios derivados de dicho acuerdo para estas empresas. Clausuraremos el estudio haciendo finalmente balance de la campaña y una serie de conclusiones al respecto.“Pass a good time with Handball” is the slogan of an initiative developed by the Handball Club of Badajoz, and aimed at school centres of Badajoz city (13.243 children), with specific actions to be carried out in those that presents specific social issues. The club’s goal is the creation of supporters and the promotion of emotional identification. Similarly, another objective to achieve is, for the club, the promotion of the basic game of handball, just like its future practice in the Handball Club Badajoz, for the young participants, using sports in the early ages as a medium of social insertion. This project is supported by the Educational Provincial Board of Badajoz, and a series of contributor and sponsoring firms. The aim to reach, for the Educational Provincial Board, is the desired advancement of sport among their young schoolchildren; for the sponsoring entities (seven “partners”, and two contributor entities), the goal is the use of this campaign as a great stage to promote their brands, products, or services. For starters, the basis of this campaign will be defined, as its lines of action (pedagogic, ludic and competitive). Subsequently, it will be analyzed the existent difficulties to carry this campaign out within particular centres, and the solutions taken for that purpose. Consequently, we will examine the general characteristics of the institutional agreement with the Educational Provincial Board, and the management of those agreements taken with its sponsors, just like the benefits generated from that for these enterprises. This study will be concluded with a final evaluation of the campaign, and a series of conclusions on that subject

Gestionando desigualdades sociales : "Convenio Colaboración Educativa CBB - Escuelas Deportivas Rurales: una bonita realidad"

El Convenio de Colaboración CBB – Escuelas Rurales, es una iniciativa de promoción deportiva llevada a cabo por el C. BM. Badajoz, dirigida a las escuelas deportivas de los pueblos cercanos a capital pacense (40-50 km). El principal objetivo a alcanzar por parte del club es el fomento del balonmano base, así como la futura práctica del mismo en el Club Balonmano Badajoz por parte de los jóvenes practicantes. Del mismo modo, el objetivo a lograr por parte del ayuntamiento de Badajoz así como los pueblos participantes es la deseada promoción del deporte entre sus habitantes más jóvenes a través de la creación de escuelas deportivas. Para empezar definiremos las bases de los Convenios de Colaboración, así como las características y responsabilidades en los mismos por parte tanto del Club Balonmano Badajoz como del Ayuntamiento y de los Clubes Rurales en los citados convenios. Posteriormente analizaremos del mismo modo dos iniciativas paralelas a los mismos (campus de balonmano y seminarios de formación). Clausuraremos el estudio haciendo finalmente una serie de conclusiones al respecto.The Bank Partnership Agreement BPA (CBB in Spanish) – Rural Schools, is an initiative of sports advertising carried out by the enterprise C. BM. Badajoz, and aimed at sports school of the towns close to the capital of Badajoz (40-50 km). The main objective to achieve is, for the club, the promotion of the basic game of handball, just like its future practice in the Handball Club Badajoz, for the young participants. Similarly, the aim to reach for the council of Badajoz and the participant villages is the desired advancement of sport, among their young inhabitants, throughout the construction of sports schools. For starters, the bases of the Bank Partnership Agreement will be defined, as its different characteristics and responsibilities on the part of both, the Handball Club of Badajoz, and the city hall and the rural clubs mentioned in those agreements. Subsequently, it will be analyzed the two parallel initiatives to them (handball campus, and training seminar). The study will be closed with a series of conclusions on that subject

Genome-Scale in silico Reconstruction of the Reactive Oxygen Species (ROS) Generating Metabolism in Pseudomonas putida KT2440 and Study of the role of ROS in Different Metabolic Processes

The understanding of the genotype-phenotype relationship is a fundamental biological question widely studied, but still not understood in all its dimension. The existence of emergent systems' properties largely complicates the lineality of this relationship making it mandatory for the study of such properties to fully understand the biological systems. The robustness, understood as the porperty that allows the systems to maintain their functions despite external and internal perturbations, is a system-level phenomenom ubiquitously observed in living systems (Blanchini and Franco 2011). Metabolic networks can be affected by variables that have the power of modulating it as a whole and, most likely, of influencing the referred-to molecular mechanisms. Those variables, one of whihch being endogenous ROS generating metabolism, must be included in metabolic in silico models to study this robustness. We decided to model endogenous ROS generation in Pseudomonas putida KT2440 genome-scale model. P. putida is a model microorganism in biotechnology and possesses an extremely versatile metabolism, which makes it the perfect candidate to study complex metabolic processes (Belda et al. 2016). The objective of this project is to go deep in the understanding of endogenous ROS metabolism and to study the role of ROS in different metabolic processes. To do so, we built and validated the ROS generating genome-scale model and used it as a tool for two purposes: (1) to analyse, in silico, the main metabolic mechanisms to prevent the cell from ROS damage and (2) to generate hypothesis about the role of ROS in different metabolic processes that we approached experimentaly. As a result of this investigation, we have came up with (1) the theory that the main cellular mechanisms to fight back endogenous ROS generation are fuelled by NADH, and not by the activation of NADPH generating metabolic pathways, as we find in scientific literature (Mailloux, Lemire, and Appanna 2011). (2) We have also found that ROS plays an important role in different molecular mechanisms involving robustness, as the carbon flux deviation to the accumulation of  polyhydroxyalkanoate; and also influenciate the global metabolic regulator gen crc

A genome-scale metabolic reconstruction of Pseudomonas putida KT2440: iJN746 as a cell factory

BACKGROUND: Pseudomonas putida is the best studied pollutant degradative bacteria and is harnessed by industrial biotechnology to synthesize fine chemicals. Since the publication of P. putida KT2440's genome, some in silico analyses of its metabolic and biotechnology capacities have been published. However, global understanding of the capabilities of P. putida KT2440 requires the construction of a metabolic model that enables the integration of classical experimental data along with genomic and high-throughput data. The constraint-based reconstruction and analysis (COBRA) approach has been successfully used to build and analyze in silico genome-scale metabolic reconstructions. RESULTS: We present a genome-scale reconstruction of P. putida KT2440's metabolism, iJN746, which was constructed based on genomic, biochemical, and physiological information. This manually-curated reconstruction accounts for 746 genes, 950 reactions, and 911 metabolites. iJN746 captures biotechnologically relevant pathways, including polyhydroxyalkanoate synthesis and catabolic pathways of aromatic compounds (e.g., toluene, benzoate, phenylacetate, nicotinate), not described in other metabolic reconstructions or biochemical databases. The predictive potential of iJN746 was validated using experimental data including growth performance and gene deletion studies. Furthermore, in silico growth on toluene was found to be oxygen-limited, suggesting the existence of oxygen-efficient pathways not yet annotated in P. putida's genome. Moreover, we evaluated the production efficiency of polyhydroxyalkanoates from various carbon sources and found fatty acids as the most prominent candidates, as expected. CONCLUSION: Here we presented the first genome-scale reconstruction of P. putida, a biotechnologically interesting all-surrounder. Taken together, this work illustrates the utility of iJN746 as i) a knowledge-base, ii) a discovery tool, and iii) an engineering platform to explore P. putida's potential in bioremediation and bioplastic production

Genexput: A rapid and standarised method for large genome expansion of Pseudomonas putida

The soil bacteria Pseudomonas putida has gained considerable interest in recent years due to its metabolic complexity, which gives the bacteria huge potential in fields as diverse as bioremediation and bio-based industrial production of chemicals [1]. However, the full exploitation of P. putida potential requires of the development of standarised and hightrouput large genome edditing methods in this bacterium. Actual synbiotools for this purpose in P. putida are still in its infancy and need to be optimised. For instance, well-known state-of-the-art methods such as recombineering and CRISPR-Cas approachs have yet low efficiency in this bacteria [2]. In an attemp to address this important shorcoming in the portfolio of P. putida synbiotools, we have constructed a pSEVA-based [3] library of vectors which allows the genome integration via homologous recombination of large fragments of exogenous DNA. Thereof, loci distributed all along the genome were selected and designed as landing paths for the integration of alien DNA. This way it is possible to add an additional level of gene expression control at genome localization level. We further validated our approach by i) monitoring the expression level of a single GFP reported gene along the genome localization and ii) by expanding the metabolic versatility of P.putida KT2440 towards toluene and m-xylene by integrating in its chromosome the genes encoded in the pWWO plasmid. In summary we provide an efficient toolkit that allows a rapid genome expansion of P. putida while allowing the expression level of the desired transgene

The inclusion of side metabolic reactions in the genome-scale metabolic model of Pseudomonas putida highlights to underground metabolism as key player in metabolic robustness

Understanding evolutionary process in which organisms develop new metabolic traits and pathways to face changing environmental conditions is one the paradigms in Biology and a fundamental aim in System Biology. Contrary to what is believed, biochemical reactions far to be highly substrate-specific, exhibit large promiscuous activities. In fact, in the most of the cases they present very weak activity towards alternative substrates. This phenomenon, also known as side reactions, drives the so-called underground metabolism which is seen as the starting point for the generation of new metabolic activities, even new pathways allowing the adaptation to new environments [1]. The soil bacterium Pseudomonas putida is a model bacterium with a robust and complex metabolism [2] whose genome scale-model has been widely developed [3]. In an attempt to understand how new metabolic traits emerge in this model bacterium, we have updated the current genome-scale model of P. putida and included the underground metabolism based on the available biochemical information. Computational analysis of the new metabolic space provided by this model expansion allow us to provide solid evidences of the role of underground metabolism as guarantor of the metabolic robustness of against genetic and nutritional perturbations in P. putida. In fact, following model predictions it was possible to expand the metabolic versatility towards the use of N-Acetyl-L-Alanine as a carbon source through Adaptive Laboratory Evolution (ALE) approaches. Additionally, ongoing-omics approaches will provide molecular insights about how this new traits of P. putida has evolved. Overall, we show here how the modelling of the underground metabolism at genome-scale becomes a unprecedented computational tool for the study of evolutionary processes and directed metabolism expansion in bacteria

High-quality genome-scale metabolic modelling of \u3ci\u3ePseudomonas putida\u3c/i\u3e highlights its broad metabolic capabilities

Genome-scale reconstructions of metabolism are computational species-specific knowledge bases able to compute systemic metabolic properties. We present a comprehensive and validated reconstruction of the biotechnologically relevant bacterium Pseudomonas putida KT2440 that greatly expands computable predictions of its metabolic states. The reconstruction represents a significant reactome expansion over available reconstructed bacterial metabolic networks. Specifically, iJN1462 (i) incorporates several hundred additional genes and associated reactions resulting in new predictive capabilities, including new nutrients supporting growth; (ii) was validated by in vivo growth screens that included previously untested carbon (48) and nitrogen (41) sources; (iii) yielded gene essentiality predictions showing large accuracy when compared with a knock-out library and Bar-seq data; and (iv) allowed mapping of its network to 82 P. putida sequenced strains revealing functional core that reflect the large metabolic versatility of this species, including aromatic compounds derived from lignin. Thus, this study provides a thoroughly updated metabolic reconstruction and new computable phenotypes for P. putida, which can be leveraged as a first step toward understanding the pan metabolic capabilities of Pseudomonas

Engineering self-regulated synthetic gene expression systems and its application on controlled protein expression

One of the limiting factor in industrial biotechnology is the lack of cost-effective and regulated gene expression systems at large-scale. Thus current approaches suffer of suboptimal gene expression levels and/or they require of expensive inducer metabolites. The emergent of synthetic biology including new highthrouput DNA assembly methods and sophisticated biosensors now allow the redesign of complex bacterial trait including automata and full pre-programed gene expression control systems.  This high level of control allows save inducers in bioprocesses and/or reducing the time where the cells and toxic intermediates are in contact by generating an auto-regulated expression system.With the aim to address this important shortcoming in industrial biotechnology and provide a cheap and highly controlled gene expression system at large scale, in this work we firstly have developed a new highthrouput DNA  assembly system based on GoldenGate´s MoClo [1] adapted to the Standard European Vector Architecture (pSEVA) [2]. The new methods was further used to generate a large array of complex circuits capable of regulate genetic expression according to phosphate concentration by taking advantage of an existing collection of synthetic promoter available at SBG group [3].The circuits were generated by assembling synthetic transcriptional units using random assembly of synthetic promoters and ribosome binding sites driving the expression of  well-known reporter  fluorescent proteins such as GFP and RFP, thus resulting on a wide variety of circuits. The circuits obtained where subsequently analyzed by following the fluorescent profile under different phosphate concentrations media. Those that showed a more promissing behavior where selected to be further studied and sequenced to determine those random elements. Ongoing efforts have focus on the construction of a set of well-characterized synthetic circuits driving the a la carte and self-regulated expression of a given gene, even a whole metabolic pathway.In summary, we have obtained a way number of different plasmids, circuits and components that can be used to elaborate new circuits and constructions with all new applications and functions such as the above mentioned genetic expression self-regulation based on externals factors like phosphate concentration and its application to large scale production systems