Estrategias digitales en el fútbol de élite: Análisis comparativo de la gestión de TikTok del Real Madrid CF y del Manchester City FC durante la UEFA Champions League
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https://doi.org/10.51698/aloma.2026.44.1.66-80Palabras clave:
redes sociales; Tik Tok; estrategias de contenido; marketing deportivo; fan engagement.Resumen
Este estudio tiene como objetivo analizar y comparar las estrategias de comunicación digital del Manchester City FC y el Real Madrid CF en TikTok durante la UEFA Champions League. La investigación adopta un diseño descriptivo, exploratorio y comparativo, utilizando el análisis de contenido de 137 publicaciones de TikTok realizadas por ambos clubes durante el período comprendido entre el 1 y el 28 de abril de 2024. Se analizaron métricas directas extraídas de la plataforma (visualizaciones, “me gusta”, comentarios, compartidos) así como la tasa de engagement (engagement rate), variable derivada calculada mediante fórmula. Los resultados indican que ambos clubes se centran en el contenido deportivo in-game y el entretenimiento interno. El Real Madrid CF genera métricas absolutas de interacción más altas, mientras que el Manchester City FC alcanza un promedio de tasa de engagement superior. El estudio contribuye a la literatura al ofrecer un marco analítico de categorización de contenidos en el TikTok deportivo y evidencia comparativa sobre cómo las características del contenido se asocian con la respuesta de los usuarios, con implicaciones estratégicas para los gestores del marketing deportivo digital.
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