Publication Date
Spring 4-16-2025
College
College of Liberal Arts & Social Sciences
Department
Sport Science, Department of
SPARK Category
Knowledge
Faculty Advisor
Dr. Carolyn Spellings
SPARK Session
Poster Presentation 10:15 - 11:45
Presentation Type
Poster
Summary
The World Health Organization (WHO) found that nearly one-third of the world’s adult population are physically inactive, not meeting the global recommendations of at least 150 minutes of necessary physical activity per week (WHO, 2024). Adolescent girls were less active than adolescent boys, with 85% in comparison to 78%. In Mexico, 88% of girls, ages 11-17, are physically inactive (WHO, 2022). In Mexico, the stigma around girls practicing sports remains strong; gender-based violence grows by the year, and girls are often bullied, questioned, or discouraged from participating in sports (B. Möller, personal communication, September 23, 2024). Dale Vuelta, a non-profit organization based in Mexico City, Mexico strives to create women-only spaces that inspires and encourages girls to practice sport. In addition, Dale Vuelta helps educate the existence of girls’ teams, women’s coaches, and produce a safe space for girls play.
The overall development of marketing, whether digital, social, or traditional, plays a fundamental role in the growth of any company worldwide (Ripollés and Blesa, 2012). Mexico spends millions of dollars in marketing, particularly targeting the United States, where Mexico receives most of its tourism (Ely, 2013). Marketing is crucial for the overall success of Dale Vuelta as it can establish brand recognition and connect with its primary audience—women and girls. Therefore, the purpose of this study was to work alongside Dale Vuelta to develop an educational curriculum that not only initiates new sports and physical activity programs for young girls but also strengthens Dale Vuelta’s marketing and outreach strategies. This study aimed to benefit Dale Vuelta by offering diverse sports options and to develop social media content accessible to all women and girls. Using Community-Based Participatory Research (CBPR) methods, the authors worked with Dale Vuelta’s employees and community members to develop new marketing and program initiatives, ultimately contributed to improving physical activity among young girls and enhanced the organization's visibility and impact.
Recommended Citation
Ely, P. A. (2013). Selling Mexico: Marketing and tourism values. Tourism Management Perspectives, 8, 80–89. https://doi.org/10.1016/j.tmp.2013.07.003 Möller, B (2024). Personal Communication. Physical activity Mexico 2022 country profile. (n.d.). Www.who.int. https://www.who.int/publications/m/item/physical-activity-mex-2022-country-profile Ripollés, M., & Blesa, A. (2012). International New Ventures as “Small multinationals”: The importance of marketing capabilities. Journal of World Business, 47(2), 277–287. https://doi.org/10.1016/j.jwb.2011.04.015 World Health Organization. (2024). Physical Activity. World Health Organization. https://www.who.int/news-room/fact-sheets/detail/physical-activity
Included in
Marketing Commons, Sports Management Commons, Sports Studies Commons
