Abstract:
Branding in sports journalism has become a reality of the XXI sporting century.
Like sports clubs or nations have certain recognizable and accepted brands, so sports
media institutions can be easily identified in the same manner. Around the world we can
find such examples as Marca, a Spanish sports media model, L’Equipe in France, The
Gazeta Sportului Romania and so on.
The sports journalist should be guided by simple rules of competition between sport
disciplines in order to put them together in one place to provide a rich, diverse content
that can meet a variety of tastes and preferences.
Branding is an objective of the immediate future for institutions focused on sports
journalism. Without paying attention to branding today, you cannot meet the audience’s
demand and efficiently face the competitors.