Opportunities in activating and monetizing mascots as a marketing tool - at the example of Fc Porto

• Autor(a) principal: Kaufmann, Lena Agnes
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/138967
• topic: Brand strategy; Integrated marketing communications; Digital marketing; Sports management; Sports events; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This project deals with the organizational challenge “how to activate and monetize mascots as a marketing tool of a professionals ports club”. The challenge was provided by the marketing director of FC Porto, Tiago Gouveia. The paper is structured in a diagnosis, analysis ,results plus solution, and a conclusion. First, the diagnosis introduces the client with its core values, mission, its two mascots ‘Draco’ and ‘Viena’ and contains a ‘SWOT’ analysis. Second, the analysis presents best practices from major leagues in the United States, European success stories, on-site and in-store observations. Third, the results evaluate which findings may be adapted to the Portuguese market, comparing countries with the Hofstede insights, and coming up with an action plan including mascot appearances, activations with children, opportunities with sponsors, merchandising, content marketing and digital. It is expected that mascots will be used more sophisticated in the future and by implementing this plan, FC Porto can act as an early mover in Europe.