THE COMMUNICATION MIX OF FOOTBALL CLUBS FROM THE PERSPECTIVE OF SPORTS JOURNALISTS

The professional football clubs in Spain have developed since the beginning of XXI century a communicative model that implements its mix of offline and online media with the aim of managing corporate messages to their target audiences without the intermediation of the mass media. This has changed the relationship with sports journalists, who have ceased to be major players in the communication of these sports organizations. This work focuses on the perception that journalists covering information clubs have about this new communication model and its impact on the productive routines. For information has been forwarded a structured closed questions to sports journalists (n = 90) questionnaire. The results show a dependence of journalists of corporate information from clubs in different areas, the emergence of social media platforms as an information source and the active role of the players in social networks. From these data the emergence of a new information ecosystem is concluded with an active role of organizations and effectiveness of the communication model of football clubs in Spain.