Political campaigns in soccer clubs

This paper is an analysis of electoral campaigns carried out in institutions of the City of Buenos Aires that have soccer as their main sporting activity. The elections in San Lorenzo de Almagro in 2016 and the elections in Vélez Sarsfield in 2017 were taken as witness cases, for being the clubs with the largest membership at the time of the election, except for the two most important clubs in the country that have an exceptional media coverage. The analysis evaluates the campaigns of the winning groups, which are differentiated by being an officialism and an opposition. While the ruling party in San Lorenzo won with a campaign based on showing the management carried out, the opposition in Vélez Sarsfield carried out a multidisciplinary work in events, talks, interviews and dissemination in social networks. The conclusions are based on the study of different interviews to national and partisan graphic and audiovisual media, on the posters and leaflets distributed in the stadiums and surrounding areas and on the different spots and messages disseminated through social networks.