Marketing deportivo: incidencia en las ventas de la empresa casa de apuesta ECUABET en Manta.

Abstract

The main objective of this research work is to analyze the influence of sports marketing on the sales of Ecuabet, a betting house in Manta, within a competitive market. The study applies a quantitative design with types of exploratory, descriptive, correlational, bibliographic and field approaches, including a longitudinal analysis to evaluate how it evolves over time. The IBM SPSS 25.0 program was used to check the reliability of the instrument of a normal questionnaire, reaching a Cronbach’s alpha coefficient of 0.994, which indicates high reliability in the analysis of 383 surveys used among the economically active population of Manta. The results show a significant positive correlation between the variables, highlighting their influence on business performance. This study highlights the importance of implementing sports marketing strategies to attract customers and strengthen the company’s sales in a competitive environment.