Vol. 8 No. 78 (2026): April
Artículos

Advertising design as a tool of sports marketing, for the development of local sports institutions: Case study Potros A.C. Toluca State of Mexico

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  • Sebastian García Castillo,
  • César Uziel Estrada Reyes
Sebastian García Castillo
Universidad Mexiquense de Toluca
César Uziel Estrada Reyes
Universidad Mexiquense del Bicentenario
DOI: https://doi.org/10.51896/rilcods.v8i78.1214

Published 2026-05-08

Keywords

  • Advertising design,
  • Sports marketing,
  • Sports institutions

How to Cite

García Castillo, S., & Estrada Reyes, C. U. (2026). Advertising design as a tool of sports marketing, for the development of local sports institutions: Case study Potros A.C. Toluca State of Mexico. Desarrollo Sustentable, Negocios, Emprendimiento Y Educación, 8(78), 67–77. https://doi.org/10.51896/rilcods.v8i78.1214
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Abstract

The present study aims to analyze the role of advertising design as a tool within sports marketing, focusing on strengthening local sports institutions dedicated to American football in Toluca, State of Mexico. Through the specific case of Potros A.C., the study examines how the implementation of advertising design, together with marketing strategies, can enhance interaction with the target market and the community in general. This approach allows clubs not only to promote their activities but also to build a solid, professional, and emotionally meaningful identity. In the context of American football, where competition for attention and resources is intense, a coherent and attractive visual image is essential to foster a sense of belonging, consolidate fan bases, and achieve positioning against other teams. Potros A.C. is a sports organization that operates with characteristics similar to a small or medium-sized enterprise (SME), generating employment and driving economic and social development in its environment. For this reason, it represents an appropriate case to analyze how local institutions can benefit from advertising design and marketing. In this sense, advertising design is proposed not only as an aesthetic resource but as a strategic tool capable of increasing the institution’s visibility, consolidating its image, and projecting a long-term vision. To achieve this, surveys will be conducted to identify public preferences and define the most suitable strategies for visual communication design.

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