Estratégias empíricas em patrocínio esportivo à luz da experiência de organizações esportivas e empresas investidoras

Abstract

Abstract : Nowadays, the sports sponsorship is seen by a wide variety ofenterprises as one of the main strategies for an efficient promotion onthe market, constituting, at the same time, a significant source of fundsfor the sporting organizations. However, in order to reach theirobjectives, both of them need to adopt a professional attitude along theentire process. With the present study, we aim to present strategies forthe construction of mechanisms to create the efficiency on a sportingsponsorship. The main processes of sporting sponsorship in Brazil wereused as our object of study, taking into account the contract length,resources invested and results achieved, the study first highlights theimportance of recognizing reasons of investment in this strategy, whichestablishes an appropriate commercial relationship with pre-establishedgoals. During the prospection and realization of the sportingsponsorship, there must be a previous study of the prospect, which willshape the offer in a negotiation in which both sides will gain. The datareveal that the investment in sporting sponsorship may reach significantresults if accompanied by a development of parallel strategies asexploiting the protagonists, attracting new partners, activation,monitoring on the return and combating ambush marketing. Finally,with this work, from the investment made on sporting sponsorship, wewere able to indicate a return in terms of promotion, institution,mainstream media, relationship and business generation for theinvesting enterprises and an improvement in the sporting performanceand the management processes of the sporting organizations.