Campañas de comunicación persuasiva y lobbying en los procesos de licitación y adjudicación de eventos

Persuasive communication and lobbying strategies play a decisive role in the bidding processes and subsequent awarding of large international events. These strategies allow candidate cities and countries to influence the perceptions and decisions of the agencies in charge, highlighting their strengths and using personal relationships to tip the balance in their favor. However, the misuse of these tactics has generated significant controversies, such as cases of corruption, influence peddling and lack of transparency, which have affected the legitimacy of selection processes, revealing how lobbying can compromise the integrity of the decisions. These scandals have led to sweeping reforms in organizing institutions, such as the IOC and FIFA, to improve transparency and reduce opportunities for undue influence. Through an exhaustive analysis of the influence of lobbying and communication on the organization of events, the study seeks to demonstrate how these strategies are determining factors in the selection of venues. To this end, specific objectives are proposed that will evaluate the influence of lobbying and the effectiveness of communication campaigns in these processes. However, persuasive communication campaigns remain essential to generate support both among decision makers and public opinion. An effective communication strategy can be decisive in an environment of intense competition, highlighting the economic and social benefits of the event for the local community. The conclusions corroborate the hypothesis stated that, while persuasive communication campaigns and lobbying are necessary tools in bidding processes, their regulation and the implementation of more transparent processes are essential to guarantee equity and integrity in the award. of major international events. Keywords: lobby, persuasive communication, bidding, influences, adjudication, international events, lobbying.