Análise de estratégias de marketing esportivo utilizadas em quatro clubes de futebol brasileiro

Abstract

This study aimed to identify the sports marketing strategies used in Brazilian football. Still, it had as specific objectives to carry out a survey in the literature on sports marketing, research about some Brazilian football clubs, identify the sports marketing strategies used in Brazilian football and identify the results that sports marketing strategies generate or can generate for clubs. of football. Qualitative methodology was used, exploratory level, literature review strategy, data collection process through secondary data and data analysis process through content analysis. It can be seen that sports marketing, especially in the area of partnerships and contracts between companies and teams, is of great importance for both sides, due to the publicity generated and especially when done efficiently, generating a gigantic sporting return for the teams. However, as seen, it is important to pay attention to the moment when the partnership ends, as it can be a great watershed and negatively affect the club that is not prepared for this phase. [resumo fornecido pelo autor]