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Abstract(s)
Existem atualmente poucos estudos sobre o marketing desportivo. Sendo um conceito um pouco recente, não são muitos os investigadores que pegam nesta componente do marketing.
Esta dissertação pretende contribuir para a continuidade do estudo do marketing desportivo, e como é que conceitos como empreendedorismo e patrocínio influenciam este tipo de marketing na criação de valor.
O objetivo deste estudo passa por compreender o impacto dos patrocinadores nas organizações desportivas. Para tal, foram realizados dois métodos de estudo: inquérito por questionário a pessoas que pratiquem pelo menos uma atividade desportiva e uma entrevista ao presidente da Federação Portuguesa de Ténis, Vasco Costa.
Os dados recolhidos demonstram que 74% dos inquiridos acredita que as organizações desportivas cada vez mais dependem de terceiros para manter ou fazer crescer a sua posição no mercado. Dos 50 inquiridos, 88% acredita que o feedback dos consumidores influencia na tomada de decisão das organizações desportivas. Num modo geral, a maior parte das pessoas inquiridas tem noção do conceito de marketing desportivo bem como a importância dos patrocínios para a sua evolução.
Em relação ao estudo efetuado à Federação Portuguesa de Ténis, é possível notar um claro investimento nos seus setores de atividade. A utilização de parcerias é um dos pontos chave para a sua evolução pois permite mais oportunidades de mercado bem como uma maior expansão da mesma.
Com o aumento de procura e interesse por parte dos consumidores, as organizações desportivas tendem quase sempre a agradar o seu público-alvo. Por vezes estas procuram parceiros específicos pois sabem que esses são da preferência dos consumidores. Por consequência, pode constituir várias oportunidades de negócio e uma crescente valorização no mercado.
There are currently few studies on sports marketing. Being a recent concept, not many researchers pick up on this component of marketing. This dissertation intends to contribute to the continuity of the study of sports marketing, and how concepts such as entrepreneurship and sponsorship influence this type of marketing in the creation of value. The goal of this study is to understand the impact of sponsors on sports organizations. For such, two study methods were done: a questionnaire survey of people who practice at least one sporting activity and an interview with the president of the Portuguese TennisFederation, Vasco Costa. The data collected shows that 78% of respondents believe that sports organizations are increasingly dependent on third parties to maintain or grow their market position. Of the 100 respondents, 56% believe that consumer feedback influences the decision-making of sports organizations. In general, most people surveyed are aware of the concept of sports marketing as well as the importance of sponsorship for its evolution. In relation to the study carried out by the Portuguese Tennis Federation, it is possible to notice a clear investment in its activity sectors. The use of partnerships is one of the key points for its evolution as it allows for more market opportunities as well as greater expansion. With the increase in demand and interest from consumers, sports organizations almost always tend to please their target audience. Sometimes they look for specific partners because they know they are preferred by consumers. Consequently, it can represent several business opportunities and a growing market valuation.
There are currently few studies on sports marketing. Being a recent concept, not many researchers pick up on this component of marketing. This dissertation intends to contribute to the continuity of the study of sports marketing, and how concepts such as entrepreneurship and sponsorship influence this type of marketing in the creation of value. The goal of this study is to understand the impact of sponsors on sports organizations. For such, two study methods were done: a questionnaire survey of people who practice at least one sporting activity and an interview with the president of the Portuguese TennisFederation, Vasco Costa. The data collected shows that 78% of respondents believe that sports organizations are increasingly dependent on third parties to maintain or grow their market position. Of the 100 respondents, 56% believe that consumer feedback influences the decision-making of sports organizations. In general, most people surveyed are aware of the concept of sports marketing as well as the importance of sponsorship for its evolution. In relation to the study carried out by the Portuguese Tennis Federation, it is possible to notice a clear investment in its activity sectors. The use of partnerships is one of the key points for its evolution as it allows for more market opportunities as well as greater expansion. With the increase in demand and interest from consumers, sports organizations almost always tend to please their target audience. Sometimes they look for specific partners because they know they are preferred by consumers. Consequently, it can represent several business opportunities and a growing market valuation.
Description
Mestrado em Gestão e Empreendedorismo
Keywords
Marketing desportivo Patrocínio Empreendedorismo Oportunidades Criação de valor Sports marketing Sponsorship Entrepreneurship Opportunities Value creation
Citation
Almeida, D. N. M. (2022) Marketing Desportivo: Empreendedorismo e Patrocínio. (Dissertação de mestrado não publicada). Instituto Politécnico de Lisboa, Instituto Superior de Contabilidade e Administração de Lisboa. Disponível em http://hdl.handle.net/10400.21/15339