Marketing esportivo, patrocínios em clubes de futebol: o caso do campeonato estadual de Mato Grosso do Sul

Abstract

Sponsorship is known as the main investment in sports marketing, being a means of communication that strongly influences the community as a result of messages that are softly absorbed by consumers. The sponsorship of a sports team portrays the establishment of a relationship between a company and a team of a specific modality. The objective of this work was to analyze the factors that led companies to sponsor clubs that participated in the 2021 Sul-mato-grossense Championship. This work used a case study as an exploratory research with a qualitative approach. A bibliographical research on the subject was carried out, then an inquiry was made about news and documents referring to the researched team and the companies involved. Structured interviews were used, with a questionnaire with semi-open and remote questions. With the present work, it was possible to better understand the marketing strategies and positioning of the sponsoring companies of soccer clubs in Mato Grosso do Sul, pointing out the reasons for their interest in a particular club. Sponsorship does not represent a closed and inflexible action, going through adjustments until reaching the end of a cycle, which can be stipulated both by the sponsoring company and by the sponsored one, being also influenced by social, political and economic dynamics. It was observed that organizations seek to sponsor a football team for greater visualization of the brand as a marketing strategy and consequent increase in sales. Companies are also looking to improve their region and bet on local sports.