{"id":240201,"date":"2023-05-17T12:40:52","date_gmt":"2023-05-17T10:40:52","guid":{"rendered":"https:\/\/rtrsports.com\/alcancar-o-sucesso-atraves-do-desporto-motorizado-branda-activacao\/"},"modified":"2026-10-05T11:35:44","modified_gmt":"2026-10-05T09:35:44","slug":"alcancar-o-sucesso-atraves-do-desporto-motorizado-branda-activacao","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pt-pt\/blog\/achieving-success-through-motorsport-brand-activation\/","title":{"rendered":"Ativa\u00e7\u00e3o de marca no desporto motorizado: o que \u00e9, como funciona e cinco exemplos reais"},"content":{"rendered":"<p><strong>A ativa\u00e7\u00e3o de marca no desporto motorizado \u00e9 tudo o que um patrocinador faz para al\u00e9m do log\u00f3tipo no carro para dar vida \u00e0 parceria: pr\u00e9mios e direitos oficiais, conte\u00fados, hospitalidade, causas para contar, produto e tecnologia em pista. Sem ativa\u00e7\u00e3o, um patroc\u00ednio fica aquilo a que na RTR Sports chamamos um \u00abautocolante vazio\u00bb: uma marca vis\u00edvel que n\u00e3o conta nada e n\u00e3o deixa nada.<\/strong><\/p>\n<p><em>Atualizado em outubro de 2026.<\/em><\/p>\n<p>Desde 2007, o piloto que assina mais voltas mais r\u00e1pidas numa \u00e9poca recebe um pr\u00e9mio que tem um nome que n\u00e3o \u00e9 o de um piloto: DHL. O DHL Fastest Lap Award \u00e9 um gesto de marca simples, e nasce de um direito (o de Official Logistics Partner, na F1 desde 2004) transformado em algo que o p\u00fablico percebe logo. \u00c9 a diferen\u00e7a entre ter um contrato e us\u00e1-lo. Aqui encontra o que significa ativar um patroc\u00ednio no desporto motorizado, cinco alavancas com exemplos reais e como decidir por onde come\u00e7ar.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-127037\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/pexels-pixabay-39619.jpg\" alt=\"Um monolugar em pista durante um fim de semana de corrida\" width=\"600\" height=\"400\" \/><\/p>\n<h2>O que \u00e9, e o que n\u00e3o \u00e9, a ativa\u00e7\u00e3o<\/h2>\n<p>O contrato de patroc\u00ednio compra direitos: o log\u00f3tipo no carro e nos fatos, o uso do nome da equipa, o acesso a certos eventos. A ativa\u00e7\u00e3o \u00e9 o trabalho que transforma esses direitos em resultados para a empresa. Na RTR chamamos-lhe \u00abiceberg sponsorship\u00bb: a parte que se v\u00ea (a marca no carro) \u00e9 sustentada por tudo o que fica abaixo da linha de \u00e1gua, isto \u00e9, conte\u00fados, hospitalidade, eventos, programas para clientes, dados. Quando por baixo n\u00e3o h\u00e1 nada, resta o autocolante vazio.<\/p>\n<p>A pergunta que todos fazem \u00e9 quanto gastar em ativa\u00e7\u00e3o em rela\u00e7\u00e3o ao custo dos direitos. As indica\u00e7\u00f5es dos estudos sobre o setor s\u00e3o muito diferentes entre si, e nenhuma regra serve para todos: depende do objetivo, do mercado e do grau de notoriedade que a marca j\u00e1 tem. Mais \u00fatil do que a percentagem \u00e9 perguntar, antes de assinar, o que far\u00e1 a marca com aquilo que compra.<\/p>\n<h2>Cinco alavancas, cinco exemplos reais<\/h2>\n<ul>\n<li><strong>Pr\u00e9mios e direitos oficiais (DHL).<\/strong> A DHL \u00e9 Official Logistics Partner da F1 desde 2004 e desde 2007 d\u00e1 o nome ao reconhecimento do piloto com mais voltas mais r\u00e1pidas da \u00e9poca, o DHL Fastest Lap Award, a que se junta o DHL Fastest Pit Stop Award para a equipa com a paragem mais r\u00e1pida: dois pr\u00e9mios ligados ao tema da velocidade, que \u00e9 tamb\u00e9m o servi\u00e7o da empresa. O caso \u00e9 contado em <a href=\"https:\/\/rtrsports.com\/pt-pt\/blog\/a-surpreendente-historia-por-tras-do-dhls-iconico-amarelo-e-vermelho-da-marca-uma-licao-da-formula-1\/\">log\u00f3tipo da DHL: porque \u00e9 amarelo e vermelho<\/a>.<\/li>\n<li><strong>Uma cor e uma causa (BWT).<\/strong> A BWT levou para a F1 o rosa e o lema \u00abChange the world, sip by sip\u00bb, com as \u00abBottle Free Zones\u00bb e Sebastian Vettel como embaixador em 2021: uma mensagem sobre a \u00e1gua da torneira que uma equipa leva para a pista h\u00e1 anos. A hist\u00f3ria est\u00e1 em <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 produto sobre o protagonista (Monster Energy).<\/strong> Depois de 14 \u00e9pocas com a Mercedes, desde 2024 a Monster \u00e9 parceira oficial da McLaren: o acordo, anunciado a 28 de novembro de 2023, leva a marca para os capacetes, fatos, bon\u00e9s e garrafas de Lando Norris e Oscar Piastri e prev\u00ea ativa\u00e7\u00f5es e conte\u00fados originais para os adeptos. O percurso da marca, do MotoGP \u00e0 F1, est\u00e1 em <a href=\"https:\/\/rtrsports.com\/pt-pt\/blogue\/monster-energy-a-history-in-sports-sponsorship\/\">Monster Energy patrocinador<\/a>.<\/li>\n<li><strong>Produto e tecnologia em pista (Aramco e Microsoft).<\/strong> A Aramco \u00e9 title partner da Aston Martin desde 1 de janeiro de 2024, com um acordo prolongado por cinco anos, e desde 2026, com o motor Honda, fornece \u00e0 equipa combust\u00edveis e lubrificantes avan\u00e7ados: o produto do patrocinador passa a fazer parte do carro. A Microsoft, principal partner da Mercedes desde 22 de janeiro de 2026, traz cloud, intelig\u00eancia artificial e fluxos de trabalho do Microsoft 365 \u00abda f\u00e1brica ao circuito\u00bb. Sobre a Aramco, veja <a href=\"https:\/\/rtrsports.com\/pt-pt\/blog\/everything-there-is-to-know-about-the-aramco-formula-1-sponsorship-deal\/\">Aramco F1<\/a>.<\/li>\n<li><strong>Hospitalidade e encontros.<\/strong> O fim de semana de corrida \u00e9 o lugar onde uma empresa pode juntar clientes, parceiros e colaboradores com a equipa e os pilotos. No MotoGP a f\u00f3rmula chama-se VIP Village: como funciona encontra 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 uma ativa\u00e7\u00e3o<\/h2>\n<p>Mede-se aquilo que se decidiu alcan\u00e7ar antes da assinatura, n\u00e3o aquilo que se consegue contar depois. Se o objetivo \u00e9 a notoriedade, contam as m\u00e9tricas de marca (notoriedade espont\u00e2nea, recorda\u00e7\u00e3o do patrocinador) e o alcance dos conte\u00fados; se s\u00e3o os contactos, contam os convidados que se tornam negocia\u00e7\u00f5es e o custo por contacto; se \u00e9 a fidelidade dos clientes, conta quanto voltam a comprar os que participaram num evento. As redes sociais e as impress\u00f5es contam a exposi\u00e7\u00e3o, n\u00e3o o resultado: por isso devem ser acompanhadas de um objetivo comercial expl\u00edcito. Uma forma simples de come\u00e7ar \u00e9 escrever tr\u00eas n\u00fameros antes de iniciar e verific\u00e1-los no fim da \u00e9poca.<\/p>\n<h2>Por onde se come\u00e7a<\/h2>\n<p>Tr\u00eas perguntas, por esta ordem: o que quer alcan\u00e7ar a empresa (n\u00e3o o que quer mostrar), que ideia pode a marca \u00abpossuir\u00bb no mundo dessa equipa ou desse campeonato (uma cor, um pr\u00e9mio, uma causa, um produto) e em que momentos do ano a contar\u00e1 (corridas, testes, eventos, conte\u00fados). Trabalhamos por esta ordem: como trabalha uma ag\u00eancia explicamos em <a href=\"https:\/\/rtrsports.com\/pt-pt\/blog\/motorsport-agency-o-que-e-e-o-que-faz\/\">ag\u00eancia de motorsport: o que \u00e9 e o que faz<\/a>, enquanto para os limiares de or\u00e7amento da F\u00f3rmula 1 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>. A RTR Sports trabalha tamb\u00e9m em hospitalidade e VIP Village (como em Mugello), em eventos, tours e ativa\u00e7\u00f5es na grande distribui\u00e7\u00e3o e em feiras como a EICMA.<\/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:\/\/www.dhlecommerce.nl\/en\/partnerships\/formula-1\" target=\"_blank\" rel=\"nofollow noopener\">DHL, a parceria com a F\u00f3rmula 1<\/a>; <a href=\"https:\/\/group.dhl.com\/de\/presse\/pressemitteilungen\/2020\/formel-1-schneller-denn-je.html\" target=\"_blank\" rel=\"nofollow noopener\">DHL Group, comunicado sobre a F\u00f3rmula 1<\/a>; <a href=\"https:\/\/www.formula1.com\/en\/results\/2007\/awards\/fastest-pit-stops\" target=\"_blank\" rel=\"nofollow noopener\">Formula 1, os pr\u00e9mios de 2007<\/a>; <a href=\"https:\/\/www.mclaren.com\/racing\/formula-1\/2023\/mclaren-racing-announces-monster-energy-as-an-official-partner-of-mclaren-formula-1-team\/\" target=\"_blank\" rel=\"nofollow noopener\">McLaren, Monster Energy parceira oficial<\/a>; <a href=\"https:\/\/www.sportcal.com\/sponsorship\/monster-energy-shifts-from-mercedes-to-mclaren-to-maintain-f1-presence\/\" target=\"_blank\" rel=\"nofollow noopener\">Sportcal, a Monster passa para a McLaren<\/a>; <a href=\"https:\/\/crash.net\/f1\/news\/972279\/1\/vettel-race-pink-f1-helmet-2021-after-becoming-bwt-ambassador\" target=\"_blank\" rel=\"nofollow noopener\">Crash.net, Vettel embaixador da BWT<\/a>; <a href=\"https:\/\/www.planetf1.com\/news\/alpine-bwt-partnership-confirmed\" target=\"_blank\" rel=\"nofollow noopener\">PlanetF1, BWT e Alpine<\/a>; <a href=\"https:\/\/www.aramco.com\/en\/news-media\/news\/2023\/aramco-extends-successful-partnership-with-aston-martin-formula-one\" target=\"_blank\" rel=\"nofollow noopener\">Aramco, parceria com a Aston Martin<\/a>; <a href=\"https:\/\/www.sportcal.com\/newsletters\/aramco-now-sole-title-sponsor-of-aston-martin-f1-until-2028\" target=\"_blank\" rel=\"nofollow noopener\">Sportcal, Aramco title sponsor at\u00e9 2028<\/a>; <a href=\"https:\/\/www.mercedesamgf1.com\/news\/mercedes-amg-f1-and-microsoft-unite-to-drive-innovation-from-factory-to-circuit\" target=\"_blank\" rel=\"nofollow noopener\">Mercedes-AMG F1, a parceria com a Microsoft<\/a>; <a href=\"https:\/\/www.sportcal.com\/news\/mercedes-f1-unveils-major-microsoft-tie-up-adds-nu-as-global-partner\/\" target=\"_blank\" rel=\"nofollow noopener\">Sportcal, Microsoft principal partner<\/a>; <a href=\"https:\/\/www.easm.net\/download\/2015\/easm2EASM-2015-286-R1-827.pdf\" target=\"_blank\" rel=\"nofollow noopener\">EASM, o investimento \u00f3timo em ativa\u00e7\u00e3o<\/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>O que \u00e9 a ativa\u00e7\u00e3o de marca 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>\n\u00c9 tudo o que um patrocinador faz para al\u00e9m do log\u00f3tipo no carro: pr\u00e9mios e direitos oficiais, conte\u00fados, hospitalidade, causas, produto e tecnologia em pista, para transformar os direitos do contrato em resultados para a empresa.<\/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 acontece a um patroc\u00ednio sem ativa\u00e7\u00e3o?<\/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>\nFica um \u00abautocolante vazio\u00bb: uma marca vis\u00edvel no carro que n\u00e3o conta nada aos clientes e n\u00e3o produz resultados mensur\u00e1veis.<\/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>Quais s\u00e3o exemplos de ativa\u00e7\u00e3o na 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>\nO DHL Fastest Lap Award (desde 2007) para o piloto com mais voltas mais r\u00e1pidas da \u00e9poca, o rosa e as \u00abBottle Free Zones\u00bb da BWT, a marca Monster Energy nos capacetes, fatos, bon\u00e9s e garrafas dos pilotos da McLaren, os combust\u00edveis e lubrificantes avan\u00e7ados que a Aramco fornece \u00e0 Aston Martin desde 2026, a tecnologia da Microsoft para a Mercedes.<\/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 o sucesso de uma ativa\u00e7\u00e3o?<\/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>\nCom objetivos decididos antes da assinatura: m\u00e9tricas de marca para a notoriedade, negocia\u00e7\u00f5es geradas para os contactos, recompras para a fidelidade. As redes sociais e as impress\u00f5es medem a exposi\u00e7\u00e3o, n\u00e3o o resultado comercial.<\/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>Quanto se deve gastar em ativa\u00e7\u00e3o em rela\u00e7\u00e3o aos direitos?<\/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>\nN\u00e3o h\u00e1 uma regra \u00fanica: os estudos sobre o setor d\u00e3o indica\u00e7\u00f5es muito diferentes. Conta mais ter um objetivo preciso e uma ideia que a marca possa \u00abpossuir\u00bb no mundo dessa equipa ou desse campeonato.<\/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>A ativa\u00e7\u00e3o de marca no desporto motorizado \u00e9 tudo o que um patrocinador faz para al\u00e9m do log\u00f3tipo no carro para dar vida \u00e0 parceria: pr\u00e9mios e direitos oficiais, conte\u00fados, hospitalidade, causas para contar, produto e tecnologia em pista. Sem ativa\u00e7\u00e3o, um patroc\u00ednio fica aquilo a que na RTR Sports chamamos um \u00abautocolante vazio\u00bb: uma [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":194661,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20147,20151,20150],"tags":[],"class_list":["post-240201","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formula-1-pt-pt","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 v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Ativa\u00e7\u00e3o de marca no motorsport: guia com exemplos<\/title>\n<meta name=\"description\" content=\"O que \u00e9 a ativa\u00e7\u00e3o de marca no desporto motorizado, cinco alavancas com exemplos 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minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/blog\\\/achieving-success-through-motorsport-brand-activation\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/blog\\\/achieving-success-through-motorsport-brand-activation\\\/\"},\"author\":{\"name\":\"Emanuele Venturoli\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/#\\\/schema\\\/person\\\/6db38b859a8be0e39a3fb94a2a7b0a24\"},\"headline\":\"Ativa\u00e7\u00e3o de marca no desporto motorizado: o que \u00e9, como funciona e cinco exemplos 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