Processo de internacionalização da marca de um tima de futebol

Abstract

This study examines the internationalization process of the Esporte Clube Juventude brand by comparing it with the strategies employed by Manchester City, one of the most successful clubs in this field. The research emphasizes the growing importance of international presence in the sports sector, especially for medium-sized clubs looking to expand their market and generate new revenue sources. The central objective is to assess how benchmarking can support Juventude in adopting effective international practices. The research follows a qualitative approach, analyzing documents and comparative data between the two clubs, focusing on marketing strategies, partnerships, and digital presence. The findings indicate that to position itself more competitively in the international market, Juventude could strengthen regional partnerships, improve its visual identity, and invest in its social media presence—key elements to boost global visibility and engagement. [resumo fornecido pelo autor]