{"id":240175,"date":"2023-05-17T08:45:30","date_gmt":"2023-05-17T06:45:30","guid":{"rendered":"https:\/\/rtrsports.com\/desporto-automovel-patrocinio-e-visibilidade-na-idade-digital\/"},"modified":"2026-10-05T11:47:08","modified_gmt":"2026-10-05T09:47:08","slug":"desporto-automovel-patrocinio-e-visibilidade-na-idade-digital","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pt-pt\/blogue\/motorsport-sponsorship-and-visibility-in-the-digital-age\/","title":{"rendered":"Patroc\u00ednio e visibilidade no desporto motorizado na era digital: p\u00fablico, plataformas e medi\u00e7\u00e3o"},"content":{"rendered":"<p><strong>No desporto motorizado, a visibilidade de um patroc\u00ednio constr\u00f3i-se hoje em tr\u00eas planos: a transmiss\u00e3o (televis\u00e3o e streaming), o digital (redes sociais, v\u00eddeo, conte\u00fados oficiais) e a presen\u00e7a f\u00edsica (o circuito e a hospitalidade). Os n\u00fameros da F\u00f3rmula 1 em 2025: 827 milh\u00f5es de adeptos, 1,83 mil milh\u00f5es de espectadores acumulados e 6,7 milh\u00f5es de presen\u00e7as nos circuitos, um recorde.<\/strong><\/p>\n<p><em>Atualizado em outubro de 2026.<\/em><\/p>\n<p>Desde 2026, nos Estados Unidos, a F\u00f3rmula 1 j\u00e1 n\u00e3o passa por um canal de televis\u00e3o tradicional: todas as sess\u00f5es, dos treinos livres \u00e0 corrida, est\u00e3o na Apple TV, com algumas corridas e todos os treinos livres gratuitos na aplica\u00e7\u00e3o. Para quem patrocina n\u00e3o significa que o log\u00f3tipo no carro valha menos: significa que o lugar onde \u00e9 visto mudou, e com ele a forma de o medir. Aqui encontra os n\u00fameros que contam, os tr\u00eas planos em que se joga a visibilidade e como se percebe se um patroc\u00ednio est\u00e1 a funcionar.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-126967\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/millennials-using-smartphones-outdoors-together.jpg\" alt=\"Pessoas a olhar em conjunto para um smartphone ao ar livre\" width=\"600\" height=\"371\" \/><\/p>\n<h2>Os n\u00fameros de 2025<\/h2>\n<p>A F\u00f3rmula 1 estima que os seus adeptos no mundo sejam 827 milh\u00f5es, 12% mais do que no ano anterior e 63% mais do que em 2018. Segundo a Nielsen, a \u00e9poca de 2025 alcan\u00e7ou 1,83 mil milh\u00f5es de espectadores acumulados, 6,8% mais do que no ano anterior, com uma audi\u00eancia de cerca de 70 milh\u00f5es por cada fim de semana de corrida. Ao vivo, a \u00e9poca fechou com um recorde de 6,7 milh\u00f5es de presen\u00e7as nos Grandes Pr\u00e9mios, contra 6,5 em 2024.<\/p>\n<p>H\u00e1 ainda um dado que diz respeito diretamente a quem investe: desde 2020 o n\u00famero de parceiros comerciais do campeonato quase triplicou, de 12 para 31. Mais marcas significa mais ru\u00eddo: a visibilidade j\u00e1 n\u00e3o \u00e9 escassa, \u00e9 disputada.<\/p>\n<h2>Tr\u00eas planos de visibilidade<\/h2>\n<ul>\n<li><strong>A transmiss\u00e3o.<\/strong> A televis\u00e3o e o streaming levam a marca a um p\u00fablico enorme, mas mostram-na durante segundos e em planos que n\u00e3o controla: conta onde est\u00e1 o log\u00f3tipo no carro, no fato, no capacete. Uma cor forte ajuda a ser reconhecido mesmo num plano r\u00e1pido: foi o que a BWT fez com o rosa, como conta <a href=\"https:\/\/rtrsports.com\/pt-pt\/blog\/how-and-why-does-bwt-sponsor-f1\/\">BWT na F\u00f3rmula 1<\/a>.<\/li>\n<li><strong>O digital.<\/strong> As redes sociais, o v\u00eddeo e os conte\u00fados oficiais multiplicam as ocasi\u00f5es de ver uma marca e permitem cont\u00e1-la: \u00e9 onde um pr\u00e9mio como o DHL Fastest Lap Award ou uma colabora\u00e7\u00e3o de conte\u00fados se torna material para partilhar. Os exemplos, com as fontes, est\u00e3o em <a href=\"https:\/\/rtrsports.com\/pt-pt\/blog\/achieving-success-through-motorsport-brand-activation\/\">ativa\u00e7\u00e3o de marca no motorsport<\/a>.<\/li>\n<li><strong>A presen\u00e7a f\u00edsica.<\/strong> O circuito \u00e9 o lugar onde uma empresa encontra clientes, parceiros e colaboradores: hospitalidade, encontros com os pilotos, experi\u00eancias. No MotoGP a f\u00f3rmula \u00e9 o VIP Village, explicado em <a href=\"https:\/\/rtrsports.com\/pt-pt\/blog\/o-que-e-o-motogp-vip-village-e-para-que-serve\/\">o que \u00e9 o MotoGP VIP Village<\/a>.<\/li>\n<\/ul>\n<h2>Como se mede a visibilidade digital<\/h2>\n<p>Chegar a muita gente n\u00e3o \u00e9 o mesmo que ser recordado. As impress\u00f5es, as visualiza\u00e7\u00f5es e o n\u00famero de seguidores dizem quantas vezes uma marca passou diante dos olhos de algu\u00e9m: s\u00e3o o ponto de partida, n\u00e3o o resultado. Para perceber se um patroc\u00ednio est\u00e1 a funcionar \u00e9 preciso juntar a estes n\u00fameros pelo menos uma medida de marca (quantas pessoas reconhecem o patrocinador ou o associam \u00e0 equipa) e uma medida comercial (contactos, negocia\u00e7\u00f5es, vendas). Os n\u00fameros que contam s\u00e3o os escolhidos antes de assinar, como explicamos tamb\u00e9m para a ativa\u00e7\u00e3o.<\/p>\n<h2>O que muda para quem patrocina<\/h2>\n<p>Com um p\u00fablico t\u00e3o vasto e tantas marcas na grelha, a diferen\u00e7a n\u00e3o a faz o log\u00f3tipo mas a ideia: uma cor, um pr\u00e9mio, uma causa, um produto que a marca possa possuir no mundo dessa equipa. Quem quer perceber quem est\u00e1 hoje na grelha encontra os acordos na an\u00e1lise dos <a href=\"https:\/\/rtrsports.com\/pt-pt\/blog\/the-275-sponsorship-deals-of-the-2023-formula-1-seasons\/\">patrocinadores das equipas de F1 em 2026<\/a>, enquanto para os limiares de or\u00e7amento h\u00e1 o guia sobre o <a href=\"https:\/\/rtrsports.com\/pt-pt\/blogue\/cost-formula-1-sponsorships\/\">custo do patroc\u00ednio na F\u00f3rmula 1<\/a>.<\/p>\n<div class=\"new-blog-inline-cta\"><\/p><div><strong>Quer levar a sua marca para a F\u00f3rmula 1?<\/strong><br \/>A RTR Sports Marketing constr\u00f3i patroc\u00ednios no desporto motorizado desde 1995.<\/div><p><a href=\"https:\/\/rtrsports.com\/pt-pt\/formula-1-patrocinio\/\" class=\"btn\" style=\"white-space: nowrap; margin: 10px;\">Patroc\u00ednio na F\u00f3rmula 1<\/a><br \/><\/div>\n<p><strong>Fontes<\/strong>: <a href=\"https:\/\/corp.formula1.com\/formula-1-2025-season-review\/\" target=\"_blank\" rel=\"nofollow noopener\">Formula 1, 2025 em n\u00fameros<\/a>; <a href=\"https:\/\/www.formula1.com\/en\/latest\/article\/formula-1s-record-breaking-2025-season-in-numbers.irq7aR8PcyAw7ysO72vJn\" target=\"_blank\" rel=\"nofollow noopener\">Formula 1, a \u00e9poca 2025 dos recordes<\/a>; <a href=\"https:\/\/www.blackbookmotorsport.com\/features\/f1-2025-season-review-numbers-viewership-attendance-commercial\/\" target=\"_blank\" rel=\"nofollow noopener\">Black Book Motorsport, a F1 2025 em n\u00fameros<\/a>; <a href=\"https:\/\/www.grandprix247.com\/2025\/12\/20\/f1-news-formula-1-2025-season-end-of-year-review\/\" target=\"_blank\" rel=\"nofollow noopener\">GrandPrix247, o balan\u00e7o da \u00e9poca 2025<\/a>; <a href=\"https:\/\/www.broadcastnow.co.uk\/broadcasting\/f1-records-largest-audience-in-five-years\/5214597.article\" target=\"_blank\" rel=\"nofollow noopener\">Broadcast, a maior audi\u00eancia em cinco anos<\/a>; <a href=\"https:\/\/scuderiafans.com\/formula-1-audience-continues-to-surge-with-1-83-billion-total-viewers-worldwide\/\" target=\"_blank\" rel=\"nofollow noopener\">ScuderiaFans, 1,83 mil milh\u00f5es de espectadores<\/a>; <a href=\"https:\/\/www.si.com\/onsi\/f1\/news\/f1-and-apple-confirm-united-states-tv-rights-deal-everything-you-need-to-know\" target=\"_blank\" rel=\"nofollow noopener\">Sports Illustrated, F1 e Apple nos Estados Unidos<\/a>; <a href=\"https:\/\/www.techradar.com\/televisions\/streaming-devices\/go-go-go-apple-tv-is-the-official-home-of-f1-races-and-more-in-the-united-states-starting-in-2026\" target=\"_blank\" rel=\"nofollow noopener\">TechRadar, Apple TV e a F1<\/a>.<\/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>Quantos adeptos tem a F\u00f3rmula 1?<\/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 F\u00f3rmula 1 estima 827 milh\u00f5es de adeptos no mundo em 2025, 12% mais do que em 2024 e 63% mais do que em 2018. A Nielsen indica 1,83 mil milh\u00f5es de espectadores acumulados na \u00e9poca.<\/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>Onde se v\u00ea a F\u00f3rmula 1 nos Estados Unidos em 2026?<\/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 Apple TV: todas as sess\u00f5es, dos treinos livres \u00e0 corrida, com algumas corridas e todos os treinos livres gratuitos na aplica\u00e7\u00e3o, num acordo de cinco anos.<\/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>Quantos parceiros comerciais tem a F\u00f3rmula 1?<\/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>\nDesde 2020 os parceiros do campeonato quase triplicaram, de 12 para 31.<\/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 mede a visibilidade digital de um patroc\u00ednio?<\/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>\nAs impress\u00f5es e as visualiza\u00e7\u00f5es s\u00e3o o ponto de partida; para saber se funciona \u00e9 preciso tamb\u00e9m uma medida de marca (reconhecimento e associa\u00e7\u00e3o \u00e0 equipa) e uma comercial (contactos, negocia\u00e7\u00f5es, vendas), escolhidas antes de assinar.<\/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>Onde se constr\u00f3i a visibilidade de um patrocinador no desporto motorizado?<\/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>\nEm tr\u00eas planos: a transmiss\u00e3o (TV e streaming), o digital (redes sociais, v\u00eddeo e conte\u00fados) e a presen\u00e7a f\u00edsica (circuito, hospitalidade e encontros).<\/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>No desporto motorizado, a visibilidade de um patroc\u00ednio constr\u00f3i-se hoje em tr\u00eas planos: a transmiss\u00e3o (televis\u00e3o e streaming), o digital (redes sociais, v\u00eddeo, conte\u00fados oficiais) e a presen\u00e7a f\u00edsica (o circuito e a hospitalidade). Os n\u00fameros da F\u00f3rmula 1 em 2025: 827 milh\u00f5es de adeptos, 1,83 mil milh\u00f5es de espectadores acumulados e 6,7 milh\u00f5es de [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":194624,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20150],"tags":[],"class_list":["post-240175","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","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>Visibilidade do patroc\u00ednio no motorsport: era digital<\/title>\n<meta name=\"description\" content=\"Como se constr\u00f3i a visibilidade de um patroc\u00ednio no desporto motorizado: 827 milh\u00f5es de adeptos da F1, tr\u00eas planos (TV, digital, 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