Sports ecosystem and theoretical model: guidance for sports marketing

Detalhes bibliográficos
Autor(a) principal: Silva, Edson Coutinho da
Data de Publicação: 2021
Outros Autores: Las Casas, Alexandre Luzzi
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista de Ciências da Administração
Texto Completo: https://periodicos.ufsc.br/index.php/adm/article/view/69999
Resumo: Sports marketing is a reference for the generation of profits for sports entities incorporating sponsorships lined up to value chain marketing activities in a customer-oriented marketing plan. The marketing of sport focuses on sport as an event or entertainment. And, marketing through Sport focuses on products and services. This paper aims to introduce five frameworks of sports ecosystems and a theoretical model in order to promote business and marketing strategies focused on fans as a consumer in Brazilian sports clubs. This paper aims to introduce four sports ecosystem business models to marketing professionals as assumptions for implementing and applying market orientation to sports clubs. However, the authors want to establish sports ecosystems as inputs or assumptions for preparing a marketing plan for sports entities. Sports Marketing depends on sponsorship for designing, executing, and controlling the sports entities' value chain by offering benefits to fans passionate for their sporting teams.
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spelling Sports ecosystem and theoretical model: guidance for sports marketingEcossistema esportivo e modelo teórico: orientação para o marketing esportivoSports marketing is a reference for the generation of profits for sports entities incorporating sponsorships lined up to value chain marketing activities in a customer-oriented marketing plan. The marketing of sport focuses on sport as an event or entertainment. And, marketing through Sport focuses on products and services. This paper aims to introduce five frameworks of sports ecosystems and a theoretical model in order to promote business and marketing strategies focused on fans as a consumer in Brazilian sports clubs. This paper aims to introduce four sports ecosystem business models to marketing professionals as assumptions for implementing and applying market orientation to sports clubs. However, the authors want to establish sports ecosystems as inputs or assumptions for preparing a marketing plan for sports entities. Sports Marketing depends on sponsorship for designing, executing, and controlling the sports entities' value chain by offering benefits to fans passionate for their sporting teams.O marketing esportivo é um parâmetro para a geração de receitas para as organizações esportivas que têm parceiros e/ou patrocinadores que participam das atividades de marketing da cadeia de valor em um plano de marketing orientado ao cliente. Há duas modalidades de marketing esportivo: marketing de esporte, que que foca o esporte como evento e entretenimento; e marketing através do esporte que concentra em produtos e/ou serviços. Este ensaio tem o objetivo de introduzir quatro modelos de ecossistemas esportivos baseados em modelos de negócios aos profissionais de marketing que buscam implementar e aplicar a orientação de mercado em clubes esportivos. Os quatro modelos de ecossistemas esportivos foram obtidos a partir de revistas científicas internacionais e relatórios empresariais de negócios e marketing. Todos estes autores acima querem estabelecer os ecossistemas esportivos como insumos ou premissas para a elaboração de um plano de marketing para entidades esportivas. Universidade Federal de Santa Catarina2021-04-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.ufsc.br/index.php/adm/article/view/6999910.5007/2175-8077.2020.e69999Revista de Ciências da Administração; v. 22 n. 58 (2020): Dezembro 2020; 81-972175-80771516-3865reponame:Revista de Ciências da Administraçãoinstname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporhttps://periodicos.ufsc.br/index.php/adm/article/view/69999/46082Copyright (c) 2021 Revista de Ciências da Administraçãoinfo:eu-repo/semantics/openAccessSilva, Edson Coutinho daLas Casas, Alexandre Luzzi2021-04-30T14:21:40Zoai:periodicos.ufsc.br:article/69999Revistahttp://www.periodicos.ufsc.br/index.php/admPUBhttps://periodicos.ufsc.br/index.php/adm/oairevista@cse.ufsc.br||mfpcris@gmail.com||rca.cse@contato.ufsc.br2175-80771516-3865opendoar:2021-04-30T14:21:40Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC)false
dc.title.none.fl_str_mv Sports ecosystem and theoretical model: guidance for sports marketing
Ecossistema esportivo e modelo teórico: orientação para o marketing esportivo
title Sports ecosystem and theoretical model: guidance for sports marketing
spellingShingle Sports ecosystem and theoretical model: guidance for sports marketing
Silva, Edson Coutinho da
title_short Sports ecosystem and theoretical model: guidance for sports marketing
title_full Sports ecosystem and theoretical model: guidance for sports marketing
title_fullStr Sports ecosystem and theoretical model: guidance for sports marketing
title_full_unstemmed Sports ecosystem and theoretical model: guidance for sports marketing
title_sort Sports ecosystem and theoretical model: guidance for sports marketing
author Silva, Edson Coutinho da
author_facet Silva, Edson Coutinho da
Las Casas, Alexandre Luzzi
author_role author
author2 Las Casas, Alexandre Luzzi
author2_role author
dc.contributor.author.fl_str_mv Silva, Edson Coutinho da
Las Casas, Alexandre Luzzi
description Sports marketing is a reference for the generation of profits for sports entities incorporating sponsorships lined up to value chain marketing activities in a customer-oriented marketing plan. The marketing of sport focuses on sport as an event or entertainment. And, marketing through Sport focuses on products and services. This paper aims to introduce five frameworks of sports ecosystems and a theoretical model in order to promote business and marketing strategies focused on fans as a consumer in Brazilian sports clubs. This paper aims to introduce four sports ecosystem business models to marketing professionals as assumptions for implementing and applying market orientation to sports clubs. However, the authors want to establish sports ecosystems as inputs or assumptions for preparing a marketing plan for sports entities. Sports Marketing depends on sponsorship for designing, executing, and controlling the sports entities' value chain by offering benefits to fans passionate for their sporting teams.
publishDate 2021
dc.date.none.fl_str_mv 2021-04-30
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.ufsc.br/index.php/adm/article/view/69999
10.5007/2175-8077.2020.e69999
url https://periodicos.ufsc.br/index.php/adm/article/view/69999
identifier_str_mv 10.5007/2175-8077.2020.e69999
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.ufsc.br/index.php/adm/article/view/69999/46082
dc.rights.driver.fl_str_mv Copyright (c) 2021 Revista de Ciências da Administração
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2021 Revista de Ciências da Administração
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Santa Catarina
publisher.none.fl_str_mv Universidade Federal de Santa Catarina
dc.source.none.fl_str_mv Revista de Ciências da Administração; v. 22 n. 58 (2020): Dezembro 2020; 81-97
2175-8077
1516-3865
reponame:Revista de Ciências da Administração
instname:Universidade Federal de Santa Catarina (UFSC)
instacron:UFSC
instname_str Universidade Federal de Santa Catarina (UFSC)
instacron_str UFSC
institution UFSC
reponame_str Revista de Ciências da Administração
collection Revista de Ciências da Administração
repository.name.fl_str_mv Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC)
repository.mail.fl_str_mv revista@cse.ufsc.br||mfpcris@gmail.com||rca.cse@contato.ufsc.br
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