Marketing esportivo: o elo da National Basketball Association no enriquecimento da experiência do consumidor

Abstract

The brand development of the major North American Basketball League, the National Basketball Association (NBA), has diverse strategies to generate sale and business in the sport market. Nonetheless, the hurdle of customer loyalty require special efforts for transforming fans into loyal fans. Due to this context, the guiding question was created: ?with the focus on consumer experiences, on and off the NBA courts, has the game of basketball taken a backseat??. This research was investigated from the use of methods of exploratory research, based in bibliographics and documental research, and from interviewing in depth with qualitative approach. It was understood that the memorable experiences, provided by the strategy of using sport marketing and by the fan immersion in an entertainment environment, contribute for the sharpening of the fan's passion for basketball and for the living itself, resulting in loyalty to the NBA brand. In conclusion, the basketball match did not remain in the background, but the experience enriches the games, which answers the question created. Additionally, it is noticed that the game itself, as as the main attraction of the fans experiences, is an important element for the loyalty and, like this, with the support of sport marketing, people become assiduous consumers of sports events. In scope of brand development and fans loyalty, the proposed research shows, therefore, the importance of experience for the business fortification and of the relationship with customers. [resumo fornecido pelo autor]