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The approach to use social marketing and sports marketing as resocialization strategies towards individuals subjected to the criminal justice process, is supported by research that has already been carried out in other countries. It was built by creating a comprehensive methodological framework, where a first approach led to the composition of the state of the art through contextualization, analysis, and interpretation, ending in the state of practice to build new knowledge-generating contexts. A qualitative, non-experimental, and interpretative work at the descriptive level was elaborated, whose strategy included the documentary search to obtain a total of 104 specialized bibliographies on the subject, to which the summary technique was applied, extracting the 50 most relevant according to the objective of the study and with the content analysis it was delimited to 21 documents that formed the definitive corpus. The results allowed to theoretically reach the strategic articulation to develop resocialization programs, concluding that it is difficult for companies and organizations to know what a client wants, but much more difficult is to improve their quality of life, not only talking about economic and material benefits, but of any aspect that promotes a positive social change, this being the point where the social character of marketing is inserted to become a strategy that contributes to achieving such important aspects as the resocialization of minority populations.
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