Marketing esportivo no futebol brasileiro: estudo das ações do Clube de Regatas do Flamengo em 2022

Abstract

The present work aims to identify and analyze the sports marketing practices of Clube de Regatas do Flamengo in the year 2022. It is observed the importance of sports marketing aimed at valuing, as well as solidifying a club, providing greater dissemination and evolution of the various existing modalities, which increases revenues. In order to meet the proposed objective, this is a qualitative research that uses bibliographical research and documentary research to contextualize the theme, describe the actions in the cut period and analyze whether marketing strategies related to Flamengo's branding were actually adopted. As a specific analysis, it also presents the actions linked to the supporters' partner program, understood as the element of the club's most direct relationship with the supporters. This research contributes to future studies focused on marketing strategies in Brazilian football and also to understand the functioning of this sector in clubs, with the aim of promoting knowledge and innovation for this market that still works in a more empirical way. It can be seen from this case that the concern with sports marketing is relatively recent in Brazilian football, even for a club with the visibility of Flamengo, however, with some actions already highlighted.