Use of digital marketing in spanish sports federations

In today's landscape, digital marketing stands as an undeniably crucial tool for enhancing the competitiveness of any organization. Sports federations, with their goal of promoting and fostering physical-sports activities among the citizens, require a certain level of professionalization in their management. The aim of this exploratory and descriptive study is to assess the utilization of digital marketing by Spanish and regional federations, conducting a comparative analysis between them. The findings reveal (n = 91) a positive inclination towards innovation and digital transformation, with a wide level of adoption of digital marketing, particularly among Spanish federations. Despite this, there is a high degree of improvement in its development strategy and its implementation. The conclusions highlight critical areas demanding attention to improve the competitiveness and performance of sports federations in the digital era. These include organizational readiness, competitive pressure, observability of digital marketing, digital engagement, and the establishment of specific roles for leading digital initiatives, as well as the adoption of tools to connect with younger audiences.