The role of social media management in sponsorship acquisition among Ecuadorian professional soccer teams

Purpose – This study seeks to explore the strategic use of social media by soccer teams in Ecuador with the explicit aim of securing and sustaining sponsorship relationships. Design/methodology/approach – Guided by relationship marketing theory, which highlights the importance of trust, commitment, and engagement in building long-term relationships (Morgan and Hunt, 1994), this qualitative study employed in-depth, semi-structured interviews with Marketing Directors from professional soccer clubs in the top league in Ecuador. Findings – The study found that Ecuadorian soccer clubs increasingly use social media, especially WhatsApp, TikTok and Instagram, to engage fans, attract sponsors and measure return on investment. Four key themes emerged: uneven digital ecosystem development, data-driven sponsorship valuation, authentic content alignment with brand values, and proactive trust and crisis management in sponsor relations. Research limitations/implications – This study also contains several limitations. The analysis was based on qualitative interviews with a limited number of participants, and detailed quantitative and longitudinal data were not available. As an exploratory study, its findings are context-specific and should not be generalized across all Latin American markets. Practical implications – The findings aim to provide best practices for leveraging social media to attract and retain sponsors. These insights will inform best practices for other clubs and leagues within Ecuador and the broader Latin American region. Originality/value – This study reveals how Ecuador's deep soccer culture and social context shape digital strategies, with clubs using Instagram, TikTok and WhatsApp to attract and retain sponsors.