Premissas de Marketing Esportivo:Ecossistema, Composto de Marketing e Torcedores
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Artigo
Data
2019-07-11
Autores
SILVA, Edson Coutinho
Las Casas, A. L.
Las Casas, A. L.
Orientador
Periódico
Revista de Gestão e Negócios do Esporte (RGNE)
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Citação
SILVA, E.C.; Las Casas, A. L.. Premissas de Marketing Esportivo:Ecossistema, Composto de Marketing e Torcedores. Revista de Gestão e Negócios do Esporte (RGNE), v. 4, n. 2, p. 138-151, 2019.
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Palavras-chave
Marketing Esportivo,Ecossistema Esportivo,Torcedores,Composto de Marketing,Sports Marketing,Sports ecosystem,Sports fans,Sports marketing mix
Resumo
Os programas de Marketing Esportivo compreendem pessoas, atividades, negócios e empresas na
produção, promoção ou organização de ofertas a uma demanda de torcedores esportivos. Este ensaio
tem o objetivo de expor e debater o ecossistema esportivo, o composto de marketing e os torcedores
esportivos como três elementos-chave que os clubes precisam focar para implementar programas de
marketing em eventos esportivos. O ecossistema esportivo contempla uma rede de atores esportivos,
o composto de marketing representa as ferramentas para planejar e realizar atividades de marketing e
os torcedores são aqueles que apoiam e compram produtos do clube. Assim, todos eles são elementos
relevantes para a organização de um evento esportivo. Com efeito, os eventos esportivos têm exigido
uso de habilidades dos stakeholders para apoiar clubes a projetar e proporcionar uma experiência
esportiva e por meio de um composto de Marketing Esportivo adequado para o público de torcedores.
Sports marketing programmes comprise people, activities, business and companies in producing, facilitating, promoting or organising offers for a demand of sports fans. This theoretical paper aims to introduce and discuss the sports ecosystem, sports marketing mix, and sports fans as three key elements which the sports clubs need to focus on in order to implement sports marketing programmes in sports events. Sports ecosystem refers to actors’ network, marketing mix represents the tools to plan and perform marketing activities and fans are those who support and purchase club goods. Thus, all of them are key relevant elements to organise a sports event. The professionalism of the sports events has required use the sports and non-sports stakeholders' skill to help sports clubs to design and provide a sports experience and amusement by means sports marketing mix to format a suitable product and service to the fans audience.
Sports marketing programmes comprise people, activities, business and companies in producing, facilitating, promoting or organising offers for a demand of sports fans. This theoretical paper aims to introduce and discuss the sports ecosystem, sports marketing mix, and sports fans as three key elements which the sports clubs need to focus on in order to implement sports marketing programmes in sports events. Sports ecosystem refers to actors’ network, marketing mix represents the tools to plan and perform marketing activities and fans are those who support and purchase club goods. Thus, all of them are key relevant elements to organise a sports event. The professionalism of the sports events has required use the sports and non-sports stakeholders' skill to help sports clubs to design and provide a sports experience and amusement by means sports marketing mix to format a suitable product and service to the fans audience.