Marketing esportivo no futebol alagoano : um estudo das estratégias dos dois maiores clubes do futebol alagoano no ano de 2019

Abstract

Every day more sports clubs are seeing how important Marketing is to them. Sports Marketing is a segmentation of Marketing whose main function is to generate business opportunities in the world of sports and use sport as a tool for Marketing strategies. This study is based on the referred problem: to analyze the sports marketing strategies used by CRB and CSA, from the perspective of the four strategic pillars selected for the study, namely, fans, social networks, sports media and investors / sponsors. The objective of the work is to answer this question, and secondarily to identify the main characteristics of the CRB and CSA clubs, to map the sports marketing actions adopted by the clubs and also to identify the strategies (marketing and marketing) used by the clubs. The study highlights an area of marketing that has unique traits, compared to other areas of marketing, demonstrating and leading to the conclusion that marketing is one of the key pieces for the success of clubs. Football marketing is becoming increasingly important for clubs to increase and optimize revenue. CRB and CSA is no different, which is why the need for greater professionalization and a more conscious direction of how important marketing is in today's clubs' daily lives.