Patroc??nio esportivo nos jogos Rio 2016: estudo de caso de um fornecedor de materiais
Autor(a) principal: | |
---|---|
Data de Publicação: | 2016 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da Uninove |
Texto Completo: | http://bibliotecatede.uninove.br/handle/tede/1593 |
Resumo: | Qualitative research that had the objective to analyze the sole supplier sponsorship of the Weightlifting during the Rio 2016 Olympic Games, seeking to comprehend which are the expected benefits and the results of that investment. To reach this goal the following literature background were raised: sport sponsorship, which can be comprehended as when an enterprise allocate resources directly or indirectly into an athlete, competition, teams or sports organizations; co-branding which???s when both brands explore their similar elements, or together build a new concept; as well as other things such as doping cases and their influences into the area. Then it was necessary to prospect the context of the sponsorship during the Olympic Games and it???s financial aspects over the time, realizing according to the literature background that some cases tends to have more return than some others and that???s where the planning of this qualitative research which involves ZKC (Zhangkong Barbell Company) reach the needs to interview the proprietor of the enterprise, the Brazilian team leader for weightlifting during Rio 2016 and five spectators in the place where the competition were held, to comprehend their view over this sponsorship. The collected data were treated by content analysis and categorized as their occurrence. After categorizing and analyzing the data is when this research presents the spontaneous return with specialized media, which in this case was a website and in more than 100 notes published only 1, mentioned the sponsor. The proprietor of the enterprise related that they aimed to promote the brand in this event and to do it, they made a partnership with the International Weightlifting Federation (IWF), that contemplated others actions such as supplies donations, which in fact happened. The five interviewed spectators (100%) did not recognized the brand as sponsor, and three of them (60%) also mentioned another brand, but also, three spectators after knowing that ZKC was the sponsor, related the brand to quality of the event. The results demonstrated that to exist a spontaneous return from this action of sponsorship the supplier has to communicate this partnership to the public, through social media or somewhere else, or even buying some other properties of the event (such as the logo of the brand on the competition material), that turns possible to the brand to appear. Other actions such as equipment donations and also promoting events are recommended. |
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Cardoso, Marcos ViniciusCardoso, Marcos ViniciusLadeira, Wagner JuniorSiqueira, Jo??o Paulo Lara dehttp://lattes.cnpq.br/5455725660118452Valle, Thalles Sanches2017-04-04T17:51:44Z2016-12-15Valle, Thalles Sanches. Patroc??nio esportivo nos jogos Rio 2016: estudo de caso de um fornecedor de materiais. 2016. 73 f. Disserta????o( Programa de Mestrado Profissional em Administra????o - Gest??o do Esporte) - Universidade Nove de Julho, S??o Paulo.http://bibliotecatede.uninove.br/handle/tede/1593Qualitative research that had the objective to analyze the sole supplier sponsorship of the Weightlifting during the Rio 2016 Olympic Games, seeking to comprehend which are the expected benefits and the results of that investment. To reach this goal the following literature background were raised: sport sponsorship, which can be comprehended as when an enterprise allocate resources directly or indirectly into an athlete, competition, teams or sports organizations; co-branding which???s when both brands explore their similar elements, or together build a new concept; as well as other things such as doping cases and their influences into the area. Then it was necessary to prospect the context of the sponsorship during the Olympic Games and it???s financial aspects over the time, realizing according to the literature background that some cases tends to have more return than some others and that???s where the planning of this qualitative research which involves ZKC (Zhangkong Barbell Company) reach the needs to interview the proprietor of the enterprise, the Brazilian team leader for weightlifting during Rio 2016 and five spectators in the place where the competition were held, to comprehend their view over this sponsorship. The collected data were treated by content analysis and categorized as their occurrence. After categorizing and analyzing the data is when this research presents the spontaneous return with specialized media, which in this case was a website and in more than 100 notes published only 1, mentioned the sponsor. The proprietor of the enterprise related that they aimed to promote the brand in this event and to do it, they made a partnership with the International Weightlifting Federation (IWF), that contemplated others actions such as supplies donations, which in fact happened. The five interviewed spectators (100%) did not recognized the brand as sponsor, and three of them (60%) also mentioned another brand, but also, three spectators after knowing that ZKC was the sponsor, related the brand to quality of the event. The results demonstrated that to exist a spontaneous return from this action of sponsorship the supplier has to communicate this partnership to the public, through social media or somewhere else, or even buying some other properties of the event (such as the logo of the brand on the competition material), that turns possible to the brand to appear. Other actions such as equipment donations and also promoting events are recommended.Estudo de car??ter qualitativo que teve como objetivo analisar o patroc??nio de materiais da modalidade de Levantamento de Peso (LP), durante os Jogos Ol??mpicos do Rio 2016, buscando entender quais os benef??cios esperados e os resultados atingidos por tal investimento. Para atingir este objetivo foi levantada literatura sobre: patroc??nio esportivo que pode ser entendido quando uma empresa de qualquer setor aloca direta ou indiretamente recursos em eventos esportivos, atletas, equipes e organiza????es esportivas; co-branding que ?? quando ambas as marcas se unem com intuito de refor??ar elementos das marcas em comum ou desenvolver novos conceitos; al??m dos aspectos influenciadores destas parcerias, como doping e outros casos do esporte. Para tanto foi necess??rio pesquisar o contexto do patroc??nio durante os Jogos Ol??mpicos e seu hist??rico em valores ao longo do tempo. Segundo a literatura, alguns casos tendem a ter mais retorno do que outros e neste estudo de caso que envolve a ZKC (Zhangkong Barbell Company) entrevistou-se o propriet??rio da empresa e ainda, o chefe da equipe brasileira de levantamento de peso, bem como cinco espectadores in loco para conhecer as percep????es deles sobre este patroc??nio. Os dados obtidos foram tratados por an??lise de conte??do e categorizados de acordo com suas ocorr??ncias. Ap??s categorizar e analisar os dados ?? apresentado que neste caso espec??fico o retorno gerado com m??dia espont??nea no site especializado pesquisado, foi de apenas 01 mat??ria dentre as mais de 100 publicadas ao longo dos per??odos que antecederam, aconteceu e sucederam os Jogos. O propriet??rio da empresa relatou que seu objetivo era o de promo????o da marca e para tanto a parceria com a Federa????o Internacional de Levantamento de Peso (IWF) contemplava outras promo????es, como a de doa????o de materiais para pa??ses em desenvolvimento da modalidade, o que de fato ocorreu. 100% dos espectadores n??o reconheceram a marca, al??m de 60% ter citado a marca concorrente e 60% relacionaram a marca patrocinadora ao evento. Os resultados demonstram que para haver um retorno espont??neo de m??dia oriundo dessa a????o de patroc??nio a empresa patrocinadora deve comunicar a parceria ao p??blico, seja por meio de intera????o nas redes sociais ou adquirindo mais propriedades junto ao evento, que possibilitem o aparecimento de sua marca. Outras a????es como a doa????o de equipamentos e eventos de promo????o tamb??m s??o recomendadas. A sugest??o ?? de que a empresa comunique essa parceria e use isso a seu favor no momento de divulgar seu produto.Submitted by Nadir Basilio (nadirsb@uninove.br) on 2017-04-04T17:51:44Z No. of bitstreams: 1 Thalles Sanches Valle.pdf: 1797811 bytes, checksum: e098241c45c93f6b37184a719d1d4576 (MD5)Made available in DSpace on 2017-04-04T17:51:44Z (GMT). No. of bitstreams: 1 Thalles Sanches Valle.pdf: 1797811 bytes, checksum: e098241c45c93f6b37184a719d1d4576 (MD5) Previous issue date: 2016-12-15application/pdfporUniversidade Nove de JulhoPrograma de Mestrado Profissional em Administra????o - Gest??o do EsporteUNINOVEBrasilAdministra????omarketing esportivopatroc??nio esportivojogos ol??mpicoslevantamento de pesoestudo de casosports marketingsport sponsorshipolympic gamesolympic weightliftADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOSPatroc??nio esportivo nos jogos Rio 2016: estudo de caso de um fornecedor de materiaisSports sponsorship in Rio 2016 games: the case of an official supplierinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-710462410973612412600info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da Uninoveinstname:Universidade Nove de Julho (UNINOVE)instacron:UNINOVEORIGINALThalles Sanches Valle.pdfThalles Sanches Valle.pdfapplication/pdf1797811http://localhost:8080/tede/bitstream/tede/1593/2/Thalles+Sanches+Valle.pdfe098241c45c93f6b37184a719d1d4576MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-82165http://localhost:8080/tede/bitstream/tede/1593/1/license.txtbd3efa91386c1718a7f26a329fdcb468MD51tede/15932017-04-04 14:51:44.809oai:localhost: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Biblioteca Digital de Teses e Dissertaçõeshttp://bibliotecatede.uninove.br/PRIhttp://bibliotecatede.uninove.br/oai/requestbibliotecatede@uninove.br||bibliotecatede@uninove.bropendoar:2017-04-04T17:51:44Biblioteca Digital de Teses e Dissertações da Uninove - Universidade Nove de Julho (UNINOVE)false |
dc.title.por.fl_str_mv |
Patroc??nio esportivo nos jogos Rio 2016: estudo de caso de um fornecedor de materiais |
dc.title.alternative.eng.fl_str_mv |
Sports sponsorship in Rio 2016 games: the case of an official supplier |
title |
Patroc??nio esportivo nos jogos Rio 2016: estudo de caso de um fornecedor de materiais |
spellingShingle |
Patroc??nio esportivo nos jogos Rio 2016: estudo de caso de um fornecedor de materiais Valle, Thalles Sanches marketing esportivo patroc??nio esportivo jogos ol??mpicos levantamento de peso estudo de caso sports marketing sport sponsorship olympic games olympic weightlift ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
title_short |
Patroc??nio esportivo nos jogos Rio 2016: estudo de caso de um fornecedor de materiais |
title_full |
Patroc??nio esportivo nos jogos Rio 2016: estudo de caso de um fornecedor de materiais |
title_fullStr |
Patroc??nio esportivo nos jogos Rio 2016: estudo de caso de um fornecedor de materiais |
title_full_unstemmed |
Patroc??nio esportivo nos jogos Rio 2016: estudo de caso de um fornecedor de materiais |
title_sort |
Patroc??nio esportivo nos jogos Rio 2016: estudo de caso de um fornecedor de materiais |
author |
Valle, Thalles Sanches |
author_facet |
Valle, Thalles Sanches |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Cardoso, Marcos Vinicius |
dc.contributor.referee1.fl_str_mv |
Cardoso, Marcos Vinicius |
dc.contributor.referee2.fl_str_mv |
Ladeira, Wagner Junior |
dc.contributor.referee3.fl_str_mv |
Siqueira, Jo??o Paulo Lara de |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/5455725660118452 |
dc.contributor.author.fl_str_mv |
Valle, Thalles Sanches |
contributor_str_mv |
Cardoso, Marcos Vinicius Cardoso, Marcos Vinicius Ladeira, Wagner Junior Siqueira, Jo??o Paulo Lara de |
dc.subject.por.fl_str_mv |
marketing esportivo patroc??nio esportivo jogos ol??mpicos levantamento de peso estudo de caso |
topic |
marketing esportivo patroc??nio esportivo jogos ol??mpicos levantamento de peso estudo de caso sports marketing sport sponsorship olympic games olympic weightlift ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
dc.subject.eng.fl_str_mv |
sports marketing sport sponsorship olympic games olympic weightlift |
dc.subject.cnpq.fl_str_mv |
ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
description |
Qualitative research that had the objective to analyze the sole supplier sponsorship of the Weightlifting during the Rio 2016 Olympic Games, seeking to comprehend which are the expected benefits and the results of that investment. To reach this goal the following literature background were raised: sport sponsorship, which can be comprehended as when an enterprise allocate resources directly or indirectly into an athlete, competition, teams or sports organizations; co-branding which???s when both brands explore their similar elements, or together build a new concept; as well as other things such as doping cases and their influences into the area. Then it was necessary to prospect the context of the sponsorship during the Olympic Games and it???s financial aspects over the time, realizing according to the literature background that some cases tends to have more return than some others and that???s where the planning of this qualitative research which involves ZKC (Zhangkong Barbell Company) reach the needs to interview the proprietor of the enterprise, the Brazilian team leader for weightlifting during Rio 2016 and five spectators in the place where the competition were held, to comprehend their view over this sponsorship. The collected data were treated by content analysis and categorized as their occurrence. After categorizing and analyzing the data is when this research presents the spontaneous return with specialized media, which in this case was a website and in more than 100 notes published only 1, mentioned the sponsor. The proprietor of the enterprise related that they aimed to promote the brand in this event and to do it, they made a partnership with the International Weightlifting Federation (IWF), that contemplated others actions such as supplies donations, which in fact happened. The five interviewed spectators (100%) did not recognized the brand as sponsor, and three of them (60%) also mentioned another brand, but also, three spectators after knowing that ZKC was the sponsor, related the brand to quality of the event. The results demonstrated that to exist a spontaneous return from this action of sponsorship the supplier has to communicate this partnership to the public, through social media or somewhere else, or even buying some other properties of the event (such as the logo of the brand on the competition material), that turns possible to the brand to appear. Other actions such as equipment donations and also promoting events are recommended. |
publishDate |
2016 |
dc.date.issued.fl_str_mv |
2016-12-15 |
dc.date.accessioned.fl_str_mv |
2017-04-04T17:51:44Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
Valle, Thalles Sanches. Patroc??nio esportivo nos jogos Rio 2016: estudo de caso de um fornecedor de materiais. 2016. 73 f. Disserta????o( Programa de Mestrado Profissional em Administra????o - Gest??o do Esporte) - Universidade Nove de Julho, S??o Paulo. |
dc.identifier.uri.fl_str_mv |
http://bibliotecatede.uninove.br/handle/tede/1593 |
identifier_str_mv |
Valle, Thalles Sanches. Patroc??nio esportivo nos jogos Rio 2016: estudo de caso de um fornecedor de materiais. 2016. 73 f. Disserta????o( Programa de Mestrado Profissional em Administra????o - Gest??o do Esporte) - Universidade Nove de Julho, S??o Paulo. |
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