What characteristics do Sporting CP members perceive for the next board president?

• Autor(a) principal: Saraiva, Francisco Martins Bação
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/19881
• topic: Sports marketing; Sports consumers; Relationship marketing; Leadership and political marketing; Liderança e marketing político; Marketing desportivo; Marketing relacional; Consumidor do desporto

In September 2018, Sporting Clube de Portugal (Sporting CP) is facing financial and sportive problems. All these problems arise after an historical attack against the players of the football team, and ends with the president getting fired by its own members of the club. Despite some people considering that this is the worst moment of Sporting CP history, within the elections there are at the beginning nine candidates. It is important to understand how did the club get to such position, and by listening to the fans what they do perceive for the club. The main objective of this case study is to allow marketing students or professionals to develop their knowledge in understanding sport consumers and getting an approach on marketing campaigns to get elected (political marketing). In this sense, the case concerns the analysis of Sporting CP, understanding its history and values. Also to understand the sports industry and its evolution, the overall sport consumers and in detail Sporting CP fans. This analyse is only possible due to the realization of a focus group, that allows to understand the fans, but also how they saw the candidates, what they want for Sporting CP, and what characteristics they believe the next board president would have. For the construction of the case, research was made about the club, sports and fans as well as a literature review that fits conceptually the diverse variables in the case: Sports Consumers, Leadership and Political marketing. A set of questions was developed to address the case topics as well as the proposed resolution proposal so that those who use the case can draw all the necessary conclusions and develop their knowledge in the covered areas.