Abstract
To think of sports in Brazil is to think of soccer. A passion that connects thousands of Brazilians, regardless of race, age or sex. A soccer team is not just a team, because the players that make it up become great myths and heroes in the eyes of the general public. The image of the athlete creates an identity for both the club and the fans, yielding big contracts and personality references. In this sense, this article explores this personal marketing scenario, of left winger José Carlos Cracco Neto, better known as Zeca. The young athlete, 23 years old, is a reference in the position and was a starter in the Brazilian team in the conquest of the unprecedented title of the 2016 Rio Olympics. Thus, this paper is built from concepts established by authors related to the theme, supported by three interviews: the athlete under study, as the main source, along with the marketing professionals Alex Fernandes, coordinator of Institutional partnerships of Santos Futebol Clube and Vinicius de Paula, marketing manager of the São Paulo country club, Mirassol F.C
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