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Sportis a way to reach kids like no other, as it has no boundaries. In addition, the educational and developmental values that come with participation in sport is unlike any other educational method. The discipline, learning to listen, the sacrifice, the teamwork, maintaining a healthy lifestyle, the ambition to achieve, the competition, the communication, friendship and getting along with companionsare some of the values that can reach kids through sport.
Elite athletes are mirrors in which kids are looking, they are what kids strive to be like,and as a result they have a responsability with children as the are viewed as role models. They can use their success so that through their example, they can develop sport and the valuess that it transmits.
Communications media and especially advertising are certainly not separated from all of this. Its for this reason that brands attempt to identify themselves with the values that are implicit in sport.Investing in an elite athlete assures an impact on the brand, thus the advertiser and the athlete should work closely together in order to communicate a series of values that they want to transmit to kids. Thus the importance of being very careful with this communication due to the strength that it has and the spectacular influence that it exerts over the very young.
As a result, carefully managing the advertising and communication related with sport and directed to kidscan be very beneficial not only for kids, but also for brands and even the sport world. At El Chupete our objective is to do everything possible so that kids from around the world receive good communication and a good opportunity to have a better future. That is, has been and will be the objective of the El Chupete Festival and that should be the objective of all of the communication media professionals as well as professional athletes.
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