Ninth International Conference on Sport & Society

Abstract

The present study aims to analyze the influence of the precariousness of the sports industry in Cuba in the decrease of the taste and culture of baseball on the Island. The problem has as its source issues of dissimilar origins but the shortcomings of sporting goods created in the national territory, from t-shirts to souvenirs, and mediocre marketing in the sphere emerged as one of the main causes in the results of a survey applied to young people between 19 and 35 years old from the capitals of seven Cuban provinces. In interviews with players and in two factories where the articles are made, the poor quality of the trousseau and the implements that the athletes use to go out to the diamond were evidenced. The industry works with a technology from the 60’s of the last century, from Bulgaria, Germany and other countries of the socialist camp, plus Chinese machines of 2011. From the analysis of content (textual, visual and sound) of baseball publications and games transmissions of the National Series, the emptiness of articles, shows and advertising campaigns in terms of quality and idiosyncrasy was evident. There is also a marked shortage of items such as posters of athletes and teams, caps, shirts, cards, pennants of players, key chains, ashtrays, towels, glasses and others. Among the respondents a preference for football was found, while the Cuban industry in the current conditions can not compete with the media chains and the traffic of information about foreign players.