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Advisor(s)
Abstract(s)
O ciclo evolutivo da digitalização está a tornar-se uma norma familiarizada entre os
indivíduos. Aliados a este longo caminho digital surgem novos desafios, conceitos e
oportunidades. As Internet of Things (IoT) emergem como um conceito inovador. As IoT
aumentam o estado imersivo da internet no quotidiano das pessoas, integrando todos os
objetos através de sistemas pré-estabelecidos. Estas referem-se à interconexão de objetos
do dia-a-dia, regularmente, providos por uma inteligência omnipresente.
O marketing desportivo que envolve a vertente futebolística portuguesa apresenta uma
escassez evidente no que concerne à implementação das tecnologias IoT com vista à
criação de engagement com os adeptos. Portugal é um país marcado por uma divisa
futebolística profundamente enraizada na sociedade, no entanto a premissa do fan
engagement com recurso às IoT encontra-se paralisada. As instituições alocam os seus
investimentos maioritariamente para a formação e performance dos seus atletas.
Neste sentido, através de um método qualitativo, efetuaram-se sete entrevistas
semiestruturadas a marketers, académicos e administradores ligados à esfera do futebol
nacional e internacional. Por conseguinte, o objetivo central da investigação visa
compreender, de que modo, a implementação das IoT no marketing desportivo pode
contribuir para uma otimização do fan engagement entre os adeptos de futebol e os clubes.
De forma complementar analisa-se a envolvente que caracteriza a atualidade do
marketing desportivo em Portugal, avalia-se a evolução do papel do marketer desportivo,
e percebe-se quais os conjuntos de IoT mais relevantes, e todas as suas condições de
utilização, espaços de atuação e benefícios.
A investigação comprova o cenário traçado a priori, no qual são evidenciadas lacunas ao
nível da profissionalização dos departamentos de marketing dos clubes, orçamentos
limitados em termos financeiros e uma incompreensão atroz das vantagens extraídas pelas
IoT no meio futebolístico. Durante o desenrolar do estudo minucia-se as funções dos
smart stadiums e serviços de home experience como os principais pontos de contacto com
os adeptos. Averigua-se ainda a pertinência dos sensores, estratégias mobile e IoT
dependentes da ação humana enquanto instrumentos de marketing. Os riscos inerentes a
estas estratégias são discriminados e, por fim, conjetura-se a recetividade das IoT no
marketing desportivo dos clubes e nas exigências dos adeptos de futebol.
ABSTRACT: The evolutionary cycle of digitalization is becoming a familiar norm among individuals. Combined with this lengthy digital path, new challenges, concepts and opportunities arise. The Internet of Things (IoT) emerges as an innovative concept. IoT increases the immersive effect of the internet in the daily life, integrating all objects through pre established systems. These new technologies refer to the interconnection of everyday objects, regularly, provided by an omnipresent intelligence. Sports marketing in portuguese football shows an evident shortage in the implementation of IoT technologies in order to create engagement with fans. Portugal is a country in which football is deeply rooted in society, however the premise of fan engagement using IoT technologies is paralyzed. Investments are mainly allocated to the training and performance results of their athletes. In this sense, using a qualitative method, seven semi-structured interviews were conducted with marketers, academics and administrators connected to the portuguese and international football. Therefore, the main objective of this research is to understand how the implementation of IoT in sports marketing can contribute to an optimization of fan engagement between football fans and clubs. Furthermore, I will analyse the background of today’s sports marketing in Portugal, by evaluating the evolution of the role of sports marketers, and outline which IoT categories are most relevant, and all of their conditions of use, locations and benefits. This investigation proves the scenario previously described, in which the shortcomings in the professionalization of the marketing departments of Portuguese clubs, the limited budgets and an atrocious misunderstanding of the advantages presented by IoT in the football world stand out. During the course of this study, the functions of smart stadiums and home experience services are emphasized as the main touchpoints with fans. Sensors, mobile strategies and IoT that depend on human action are also studied as marketing instruments. The inherent risks of these strategies are also broken down, and finally, a projection of the IoT's receptivity in the sports marketing of clubs and the demands of football fans is detailed.
ABSTRACT: The evolutionary cycle of digitalization is becoming a familiar norm among individuals. Combined with this lengthy digital path, new challenges, concepts and opportunities arise. The Internet of Things (IoT) emerges as an innovative concept. IoT increases the immersive effect of the internet in the daily life, integrating all objects through pre established systems. These new technologies refer to the interconnection of everyday objects, regularly, provided by an omnipresent intelligence. Sports marketing in portuguese football shows an evident shortage in the implementation of IoT technologies in order to create engagement with fans. Portugal is a country in which football is deeply rooted in society, however the premise of fan engagement using IoT technologies is paralyzed. Investments are mainly allocated to the training and performance results of their athletes. In this sense, using a qualitative method, seven semi-structured interviews were conducted with marketers, academics and administrators connected to the portuguese and international football. Therefore, the main objective of this research is to understand how the implementation of IoT in sports marketing can contribute to an optimization of fan engagement between football fans and clubs. Furthermore, I will analyse the background of today’s sports marketing in Portugal, by evaluating the evolution of the role of sports marketers, and outline which IoT categories are most relevant, and all of their conditions of use, locations and benefits. This investigation proves the scenario previously described, in which the shortcomings in the professionalization of the marketing departments of Portuguese clubs, the limited budgets and an atrocious misunderstanding of the advantages presented by IoT in the football world stand out. During the course of this study, the functions of smart stadiums and home experience services are emphasized as the main touchpoints with fans. Sensors, mobile strategies and IoT that depend on human action are also studied as marketing instruments. The inherent risks of these strategies are also broken down, and finally, a projection of the IoT's receptivity in the sports marketing of clubs and the demands of football fans is detailed.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Internet of Things (IoT) Marketing desportivo Fan engagement Futebol Tecnologia Adepto Sports marketing Football Technology Fans
Citation
Pereira, I.G. (2020). Game Changer: uma abordagem tecnológica ao marketing desportivo. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/13094
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social