{"id":240118,"date":"2023-05-11T14:47:39","date_gmt":"2023-05-11T12:47:39","guid":{"rendered":"https:\/\/rtrsports.com\/agencia-de-desportos-motorizados-o-que-e-e-o-que-faz\/"},"modified":"2026-10-02T16:35:59","modified_gmt":"2026-10-02T14:35:59","slug":"agencia-de-desportos-motorizados-o-que-e-e-o-que-faz","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pt-pt\/blog\/motorsport-agency-o-que-e-e-o-que-faz\/","title":{"rendered":"Ag\u00eancia de motorsport: o que \u00e9, o que faz e como trabalha com patrocinadores e equipas"},"content":{"rendered":"<p><strong>Uma ag\u00eancia de motorsport \u00e9 o intermedi\u00e1rio entre uma marca que quer patrocinar e quem vende os direitos, isto \u00e9, equipas, campeonatos e eventos: escolhe a propriedade certa, estrutura e negoceia o contrato e trabalha para que o patroc\u00ednio produza retorno. Na leitura da RTR o trabalho decorre em tr\u00eas mesas: a dos direitos, a do contrato e a da ativa\u00e7\u00e3o.<\/strong><\/p>\n<p><em>Atualizado em outubro de 2026.<\/em><\/p>\n<p>A 10 de mar\u00e7o de 2020 a F\u00f3rmula 1 apresenta a Aramco como o sexto Global Partner do campeonato (Motor Sport Magazine, ESPN). Desde 1 de janeiro de 2024 a mesma marca \u00e9 title partner da Aston Martin e, desde 2026, fornece combust\u00edveis e lubrificantes \u00e0 equipa (Aston Martin F1, F1technical). Tr\u00eas n\u00edveis de presen\u00e7a e, para os dois acordos principais, nenhum pre\u00e7o oficial: o valor do acordo com a F1 \u00e9 uma estimativa da imprensa, 450 milh\u00f5es de d\u00f3lares em dez anos segundo a Motorsport Week, e as condi\u00e7\u00f5es econ\u00f3micas com a Aston Martin n\u00e3o s\u00e3o p\u00fablicas (Motorsport Week, Motor Sport Magazine, F1technical).<\/p>\n<h2>Ag\u00eancia de motorsport em resumo<\/h2>\n<ul>\n<li>O que \u00e9: o intermedi\u00e1rio entre uma marca que quer patrocinar e quem vende os direitos, isto \u00e9, equipas, campeonatos e eventos (defini\u00e7\u00e3o de trabalho da RTR).<\/li>\n<li>O que faz: escolhe a propriedade certa, estrutura e negoceia o contrato e, com um mandato \u00e0 parte, trabalha na ativa\u00e7\u00e3o (guia da RTR sobre as perguntas a fazer a uma ag\u00eancia).<\/li>\n<li>Quem a paga: segundo a RTR, o modelo padr\u00e3o do setor prev\u00ea que a comiss\u00e3o seja paga pela equipa a valer sobre o direito de patroc\u00ednio, enquanto a ativa\u00e7\u00e3o \u00e9 um mandato separado com remunera\u00e7\u00e3o distinta (guia da RTR).<\/li>\n<li>Onde trabalha a RTR: MotoGP, F\u00f3rmula 1, F\u00f3rmula E, WEC com as 24 Horas de Le Mans e NASCAR, desde 1995 (RTR Sports Marketing).<\/li>\n<\/ul>\n<h2>Entre o an\u00fancio e o pre\u00e7o<\/h2>\n<p>Quem tem um or\u00e7amento e l\u00ea estas not\u00edcias depara-se com uma pergunta que n\u00e3o \u00e9 desportiva: como se compara aquilo que n\u00e3o tem tabela de pre\u00e7os? \u00c9 a\u00ed, entre o an\u00fancio e o pre\u00e7o que ningu\u00e9m publica, que trabalha uma ag\u00eancia de motorsport. J\u00e1 cont\u00e1mos esse caso na <a href=\"https:\/\/rtrsports.com\/pt-pt\/blog\/everything-there-is-to-know-about-the-aramco-formula-1-sponsorship-deal\/\">ficha sobre o acordo Aramco-F1<\/a>; aqui a pergunta \u00e9 outra: o que faz, em concreto, quem l\u00e1 trabalha.<\/p>\n<h2>As tr\u00eas mesas<\/h2>\n<p>Chamamos \u00abtr\u00eas mesas\u00bb aos lugares em que uma ag\u00eancia trabalha, porque em cada uma se senta uma contraparte diferente. \u00c9 uma leitura nossa, n\u00e3o uma classifica\u00e7\u00e3o do setor, e serve para perceber onde acaba o trabalho que uma marca paga, ou n\u00e3o paga.<\/p>\n<p>A primeira \u00e9 a mesa dos direitos, com equipas, campeonatos e eventos. Aqui percebe-se o que est\u00e1 realmente \u00e0 venda, a que n\u00edvel (o campeonato, a equipa, o evento isolado, um papel t\u00e9cnico) e em que categoria de produto, porque a exclusividade de categoria pode tornar indispon\u00edvel o que \u00e0 primeira vista parece livre (guia da RTR).<\/p>\n<p>A segunda \u00e9 a mesa do contrato, com a marca: objetivos, or\u00e7amento, dura\u00e7\u00e3o, exclusividades, cl\u00e1usulas e, sobretudo, uma forma de medir o retorno fixada antes da assinatura e n\u00e3o depois.<\/p>\n<p>A terceira \u00e9 a mesa da ativa\u00e7\u00e3o, com o p\u00fablico: tudo o que acontece depois da assinatura e que separa uma plataforma daquilo a que chamamos \u00abautocolante vazio\u00bb, o log\u00f3tipo sem nada \u00e0 volta. Trata disso o guia sobre a <a href=\"https:\/\/rtrsports.com\/pt-pt\/blog\/o-que-e-a-ativacao-de-patrocinios-desportivos\/\">ativa\u00e7\u00e3o do patroc\u00ednio desportivo<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/max-bottinger-s9sjujqawb8-unsplash-1.jpg\" alt=\"Um carro de corrida azul e laranja parado na pit lane, coberto de log\u00f3tipos de patrocinadores, com o p\u00fablico atr\u00e1s da rede\" width=\"600\" height=\"400\" \/><\/p>\n<p>O caso Aramco mostra as tr\u00eas, e continua a ser uma leitura nossa: o campeonato \u00e9 uma mesa, a equipa outra, o papel t\u00e9cnico uma terceira, cada uma com uma contraparte e um horizonte diferentes. A marca que se senta a uma s\u00f3 mesa compra uma coisa diferente da que as ocupa todas.<\/p>\n<h2>O que uma ag\u00eancia n\u00e3o \u00e9<\/h2>\n<p>Uma ag\u00eancia de motorsport n\u00e3o \u00e9 um vendedor de espa\u00e7os no carro, e n\u00e3o \u00e9 um intermedi\u00e1rio neutro por defini\u00e7\u00e3o. No modelo que a RTR descreve como padr\u00e3o do setor, a comiss\u00e3o \u00e9 paga pela equipa: por isso importa saber se a ag\u00eancia tem acordos preferenciais com determinados titulares de direitos, porque esses acordos podem orientar as suas recomenda\u00e7\u00f5es. As dez perguntas a fazer antes de assinar est\u00e3o no <a href=\"https:\/\/rtrsports.com\/pt-pt\/10-perguntas-a-fazer-a-uma-agencia-de-marketing-de-desportos-motorizados-antes-de-assinar\/\">guia para escolher uma ag\u00eancia<\/a>, e a que vem antes das outras trata precisamente da independ\u00eancia (guia da RTR).<\/p>\n<p>Tamb\u00e9m n\u00e3o \u00e9 a alternativa ao contacto direto com uma equipa: s\u00e3o dois caminhos com custos e prazos diferentes, e a p\u00e1gina <a href=\"https:\/\/rtrsports.com\/pt-pt\/blog\/porque-e-que-ir-diretamente-a-uma-equipa-de-desporto-motorizado-te-custa-mais-do-que-contratar-uma-agencia-independente-mesmo-que-a-agencia-seja-gratuita\/\">Ag\u00eancia ou contacto direto com a equipa<\/a> compara-os.<\/p>\n<h2>De um campeonato para outro<\/h2>\n<p>O m\u00e9todo n\u00e3o muda de uma s\u00e9rie para outra: mudam as propriedades \u00e0 venda e quem as controla. A RTR trabalha na F\u00f3rmula 1, na MotoGP, na F\u00f3rmula E, no WEC, incluindo as 24 Horas de Le Mans, e na NASCAR (RTR Sports Marketing). Para ver como cada s\u00e9rie se traduz numa oferta, h\u00e1 as p\u00e1ginas sobre o <a href=\"https:\/\/rtrsports.com\/pt-pt\/formula-1-patrocinio\/\">patroc\u00ednio na F\u00f3rmula 1<\/a> e sobre os <a href=\"https:\/\/rtrsports.com\/pt-pt\/patrocinios-motogp\/\">patroc\u00ednios na MotoGP<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/orxan-musayev-ow0jf9t6lbm-unsplash-534x400.jpg\" alt=\"Um tro\u00e7o de circuito urbano com barreiras Pirelli amarelas e vermelhas e edif\u00edcios hist\u00f3ricos ao fundo\" width=\"534\" height=\"400\" \/><\/p>\n<h2>O que significa para quem escolhe<\/h2>\n<p>Quem avalia uma ag\u00eancia faria bem em perguntar-se que mesa lhe falta mais. Se n\u00e3o sabe o que se pode comprar, precisa da mesa dos direitos. Se sabe o que quer mas n\u00e3o em que condi\u00e7\u00f5es, precisa da do contrato. Se j\u00e1 assinou e o log\u00f3tipo \u00e9 o \u00fanico vest\u00edgio do patroc\u00ednio, ficou vazia a terceira. S\u00e3o tend\u00eancias, n\u00e3o prescri\u00e7\u00f5es, e a resposta muda o tipo de interlocutor que conv\u00e9m procurar.<\/p>\n<p>Se, depois da assinatura, a \u00fanica coisa que resta de um patroc\u00ednio \u00e9 o log\u00f3tipo, qual das tr\u00eas mesas ficou vazia?<\/p>\n<div class=\"new-blog-inline-cta\"><\/p><div><strong>Quer perceber de qual das tr\u00eas mesas precisa?<\/strong><br \/>A RTR Sports Marketing constr\u00f3i patroc\u00ednios no desporto motorizado desde 1995.<\/div><p><a href=\"https:\/\/rtrsports.com\/pt-pt\/contactos-rtr-sports-marketing\/\" class=\"btn\" style=\"white-space: nowrap; margin: 10px;\">Contacte a RTR<\/a><br \/><\/div>\n<p><em>Imagens: Max B\u00f6ttinger e Orxan Musayev, Unsplash.<\/em><\/p>\n<p><strong>Fontes<\/strong>: <a href=\"https:\/\/www.motorsportmagazine.com\/articles\/single-seaters\/f1\/formula-1-announces-global-partnership-deal-with-saudi-aramco\/\" target=\"_blank\" rel=\"nofollow noopener\">Motor Sport Magazine, a F1 anuncia a parceria global com a Saudi Aramco (2020)<\/a>; <a href=\"https:\/\/www.espn.com\/f1\/story\/_\/id\/28876704\/f1-announces-sponsorship-deal-saudi-oil-giant-aramco\" target=\"_blank\" rel=\"nofollow noopener\">ESPN, a F1 anuncia o acordo com o gigante petrol\u00edfero saudita Aramco (2020)<\/a>; <a href=\"https:\/\/www.motorsportweek.com\/2020\/04\/03\/aramco-deal-worth-more-than-450m-to-formula-1\/\" target=\"_blank\" rel=\"nofollow noopener\">Motorsport Week, o acordo com a Aramco vale mais de 450 milh\u00f5es para a F1 (2020)<\/a>; <a href=\"https:\/\/www.astonmartinf1.com\/en-GB\/news\/announcement\/aramco-extends-successful-partnership-with-aston-martin-formula-one-team-to-become-official-title-partner\" target=\"_blank\" rel=\"nofollow noopener\">Aston Martin F1, a Aramco torna-se title partner oficial da equipa (dezembro de 2023)<\/a>; <a href=\"https:\/\/www.f1technical.net\/news\/24333\" target=\"_blank\" rel=\"nofollow noopener\">F1technical, a Aston Martin alarga a parceria com o title sponsor Aramco (2023)<\/a>; RTR Sports Marketing, patroc\u00ednios no desporto motorizado.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Perguntas frequentes<\/b><\/h2>\r\n        \r\n        <\/p>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>O que \u00e9 uma ag\u00eancia de motorsport?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\n\u00c9 o intermedi\u00e1rio entre uma marca que quer patrocinar e quem vende os direitos, isto \u00e9, equipas, campeonatos e eventos: escolhe a propriedade certa, estrutura e negoceia o contrato e trabalha para que o patroc\u00ednio produza retorno (defini\u00e7\u00e3o de trabalho da RTR).<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>O que faz uma ag\u00eancia de patroc\u00ednio de motorsport?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nNa leitura da RTR trabalha em tr\u00eas mesas: os direitos, com equipas, campeonatos e eventos; o contrato, com a marca; a ativa\u00e7\u00e3o, com o p\u00fablico, que \u00e9 um mandato separado com remunera\u00e7\u00e3o distinta (guia da RTR).<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Quem paga a uma ag\u00eancia de motorsport?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nSegundo a RTR, o modelo padr\u00e3o do setor prev\u00ea que a comiss\u00e3o seja paga pela equipa a valer sobre o direito de patroc\u00ednio. Por isso \u00e9 \u00fatil perguntar antes de assinar se a ag\u00eancia tem acordos preferenciais com determinados titulares de direitos (guia da RTR).<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>\u00c9 preciso uma ag\u00eancia ou pode negociar-se diretamente com uma equipa?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nS\u00e3o dois caminhos com custos e prazos diferentes, e a escolha depende de qual das tr\u00eas mesas a marca precisa. A RTR compara-os na p\u00e1gina sobre ag\u00eancia ou contacto direto com a equipa.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Em que campeonatos trabalha uma ag\u00eancia de motorsport como a RTR?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nA RTR trabalha na F\u00f3rmula 1, na MotoGP, na F\u00f3rmula E, no WEC (incluindo as 24 Horas de Le Mans) e na NASCAR, desde 1995 (RTR Sports Marketing).<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Como se escolhe uma ag\u00eancia de motorsport?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nA RTR reuniu dez perguntas a fazer antes de assinar. A que vem antes das outras trata da independ\u00eancia em rela\u00e7\u00e3o a equipas, s\u00e9ries e titulares de direitos, porque os acordos preferenciais podem orientar as recomenda\u00e7\u00f5es (guia da RTR).<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n<p>\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>Uma ag\u00eancia de motorsport \u00e9 o intermedi\u00e1rio entre uma marca que quer patrocinar e quem vende os direitos, isto \u00e9, equipas, campeonatos e eventos: escolhe a propriedade certa, estrutura e negoceia o contrato e trabalha para que o patroc\u00ednio produza retorno. Na leitura da RTR o trabalho decorre em tr\u00eas mesas: a dos direitos, a [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":194523,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20151,20150],"tags":[],"class_list":["post-240118","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-desportivo","category-patrocinio-desportivo"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Ag\u00eancia de motorsport: o que \u00e9 e o que faz<\/title>\n<meta name=\"description\" content=\"Ag\u00eancia de motorsport: o que \u00e9 e o que faz. As tr\u00eas mesas em que trabalha, direitos, contrato e ativa\u00e7\u00e3o, e o caso Aramco na F1. 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