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Publication
Marketing em clubes de futebol: uma análise exploratória
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Authors
Advisor(s)
Abstract(s)
A presente dissertação foi elaborada no contexto do plano curricular do Mestrado em Ciências Económicas e Empresariais, na área de especialização em Marketing.
O tema escolhido advém da grande paixão pelo desporto, em especial pela modalidade em estudo, e pelo forte crescimento que nela se tem vindo a verificar.
Este trabalho consiste numa análise exploratória do marketing nos clubes de futebol, que pretende demonstrar a que estratégias de marketing recorrem os clubes de futebol, bem como as técnicas e métodos mais utilizados ou mais eficazes.
A dissertação parte de uma abordagem ao surgimento do marketing e à sua permanente evolução. Aborda o marketing de forma genérica, para de seguida se voltar para o marketing desportivo, focando-se depois no futebol.
Debruça-se também sobre a crescente procura do marketing pelo desporto, as estratégias, as técnicas e os métodos por que os clubes optam.
Compara o potencial do marketing tradicional com o do marketing digital, apresentando as vantagens e desvantagens de cada um deles.
Atenta na marca, por se mostrar deveras importante no marketing desportivo, nomeadamente nos clubes de futebol.
Conclui com uma breve análise do valor e à origem deste, em cada uma das principais ligas mundiais, concretamente das que compõem o Top 6.
ABSTRACT: This research consists of an exploratory analysis of marketing in football clubs, more specifically, how clubs carry out their marketing, what kind of marketing they use more, which are the best strategies and which ones are used. The choice of the theme is due to the great passion for sport, especially for this modality, and to the strong growth that has been verified in this modality. The dissertation starts from an approach to the appearance of marketing and its permanent evolution until the present. Briefly, it approaches marketing in general and sports marketing. Within sports marketing, because it includes football, being that the thought is more focused on football, when discussing the sports marketing. It deals with the growing demand for marketing on the part of sport, as well as the marketing strategies that deserve the choice of clubs to carry out their mission. It also discusses a comparison between traditional and digital marketing, presenting its advantages and disadvantages. It also talks about branding, which is very important for football clubs. It concludes with a small analysis of the values of the main leagues, pointing out the ranking ones, where they get their revenues from, and which are the primary sources.
ABSTRACT: This research consists of an exploratory analysis of marketing in football clubs, more specifically, how clubs carry out their marketing, what kind of marketing they use more, which are the best strategies and which ones are used. The choice of the theme is due to the great passion for sport, especially for this modality, and to the strong growth that has been verified in this modality. The dissertation starts from an approach to the appearance of marketing and its permanent evolution until the present. Briefly, it approaches marketing in general and sports marketing. Within sports marketing, because it includes football, being that the thought is more focused on football, when discussing the sports marketing. It deals with the growing demand for marketing on the part of sport, as well as the marketing strategies that deserve the choice of clubs to carry out their mission. It also discusses a comparison between traditional and digital marketing, presenting its advantages and disadvantages. It also talks about branding, which is very important for football clubs. It concludes with a small analysis of the values of the main leagues, pointing out the ranking ones, where they get their revenues from, and which are the primary sources.
Description
Dissertação de Mestrado, Ciências Económicas e Empresariais, 13 de março de 2023, Universidade dos Açores.
Keywords
Futebol Marketing Marketing Desportivo Marketing Digital
Pedagogical Context
Citation
Bolarinho, Rui Filipe. (2021). " Marketing em clubes de futebol: uma análise exploratória". 56 p. Dissertação de Mestrado em Ciências Económicas e Empresariais). Ponta Delgada: Universidade dos Açores, 2022. Disponível em http://hdl.handle.net/10400.3/6739