Abstract
The lack of data on sports sponsorship and on the segments that invest the most in this practice, combined with the scarce academic literature on the subject, the lack of professionalism of a large portion of sports managers in Brazil and the lack of knowledge of sponsors about the benefits of sports sponsorship motivated the carrying out of this study, which aimed to analyze the number of sponsors of clubs participating in the NBB 2020-2021, identify the area of activity of their sponsors and which areas were predominant. The research had an exploratory and descriptive nature and used a documental procedure and quantitative analysis. Sponsor data was collected from the official websites and social networks of the 16 clubs participating in the NBB 2020- 2021 season. The data showed a total of 163 sponsoring/supporting companies in total, that is, each team, on average, had 10.2 sponsoring companies. Two diametrically opposite ways emerged for clubs to relate to their sponsors. On the one hand, some teams show a significantly higher number than the average, in the case of Franca (27 companies), Bauru (23), Campo Mourão (21) and Unifacisa (16), and on the opposite side, some teams showed a good number of commercial partners. below average, such as: Corinthians (no company), Pinheiros (2), Paulistano and Minas Tênis (3). These results show heterogeneity in the strategy of clubs participating in the NBB 2020-2021 to relate to this form of revenue. While most basketball clubs have pulverized their partnerships, data show that socio-sports clubs and football clubs are more restrictive when carrying out their commercial partnerships related to sponsorship. The results can be useful for club directors to understand which segments have the greatest potential for interest in the sport, such as the retail trade, health, financial services and education sectors. The results may also indicate to some economic segments that basketball teams are potential possibilities for publicizing the company, given the existence of a significant number of companies in their area among the current sponsors, that is, companies belonging to the areas mentioned above should be on the lookout for opportunities to connect with sports sponsorship through basketball, as your competitors appeared more frequently in this survey.
Highlights
The lack of data on sports sponsorship and on the segments that invest the most in this practice, combined with the scarce academic literature on the subject, the lack of professionalism of a large portion of sports managers in Brazil and the lack of knowledge of sponsors about the benefits of sports sponsorship motivated the carrying out of this study, which aimed to analyze the number of sponsors of clubs participating in the Novo Basquete Brasil (NBB) 2020-2021, identify the area of activity of their sponsors and which areas were predominant
Resumén La falta de datos sobre el patrocinio deportivo y sobre los segmentos que más invierten en esta práctica, combinada con la escasa literatura académica sobre el tema, la falta de profesionalismo de una gran parte de los gestores deportivos en Brasil y el desconocimiento de los patrocinadores sobre Los beneficios del patrocinio deportivo motivaron la realización de este estudio, que tuvo como objetivo analizar el número de patrocinadores de clubes participantes en el NBB 2020-2021, identificar el área de actividad de sus patrocinadores y qué áreas fueron predominantes
Na sequência determinou-se o segmento de cada uma das empresas patrocinadoras baseandose na Classificação Nacional de Atividades Econômicas (CNAE1)
Summary
Resumo A falta de dados sobre os patrocínios esportivos e sobre os segmentos que mais investem nesta prática aliada a escassa literatura acadêmica sobre a temática, a falta de profissionalismo de grande parcela dos gestores esportivos no Brasil e o desconhecimento dos patrocinadores sobre os benefícios do patrocínio esportivo motivaram a realização deste estudo, que teve como objetivo analisar a quantidade de patrocinadores dos clubes participantes do NBB 2020-2021, identificar a área de atuação dos seus patrocinadores e quais áreas foram predominantes. Apareceram duas formas diametralmente opostas dos clubes se relacionarem com os seus patrocinadores. Estes resultados mostram heterogeneidade na estratégia dos clubes participantes do NBB 2020-2021 se relacionarem com esta forma de receita. Os resultados também podem indicar a alguns segmentos econômicos que as equipes de basquete são potenciais possibilidades de divulgação da empresa, haja vista a existência de um número significativo de empresas da sua área dentre os atuais patrocinadores, ou seja, empresas pertencentes às áreas citadas acima devem estar atentas a oportunidades de se conectar com o patrocínio esportivo por meio do basquete, uma vez que seus concorrentes apareceram com mais frequência neste levantamento.
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