Marketing esportivo: uma nova oportunidade para rejuvenescer, posicionar e consolidar marcas. um estudo de caso no Treze Futebol Clube.

Abstract

The spectacle of the sport brings commitment and affection between people. Every day more present in media and leisure time of people, directly influences the behavior of various types of consumers and passes to connect to business activities, setting as a point of relevance to the marketing professional. So, the sport appears to be a door that provides an opportunity for businesses and rejuvenate its brand positioning, marketing its products and services and their consumers loyalty. Thus, it was discussed the opportunities that involve the dynamics of sports marketing in a changing market and we identified and explored the strategies for brand consolidation Thirteen Football Club. This research is characterized as being exploratory and descriptive studies in which specifically the case of the Thirteen Football Club. Has focused on the analytical view of the President of the club. Data were collected through semi-structured interview with the help of a structured interview and were exposed in the form of comments, analysis, criticism and suggestions. The constant changes in the market need activities that allow an opportunity for growth and expansion for companies. The sports marketing emerges as a tool consisting of a range of possibilities that can improve corporate image and provide it a better position within the market through customer loyalty sympathetic to such sport. The club has even a little further, some practices consistent with the sports marketing, like, care for the infrastructure, the spaces given to fans, the project socio-fan and an increasing range of products available to fans -customers. Research is seen as satisfactory, since it is not known to the president, one can see the sports marketing practice that might be explored and discussed their opportunities and limitations.