{"id":240308,"date":"2023-05-31T15:48:39","date_gmt":"2023-05-31T13:48:39","guid":{"rendered":"https:\/\/rtrsports.com\/patrocinio-no-desporto-motorizado-impacto-emocional-e-memorias\/"},"modified":"2026-09-18T18:04:19","modified_gmt":"2026-09-18T16:04:19","slug":"patrocinio-no-desporto-motorizado-impacto-emocional-e-memorias","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pt-pt\/blog\/sponsorship-in-motorsport-emotional-impact-and-memories\/","title":{"rendered":"O Patroc\u00ednio no Motorsport: Impacto Emocional e Mem\u00f3rias"},"content":{"rendered":"

Publicamos com muito agrado este artigo escrito por Salvatore Valerioti<\/strong>, redator do Blog del Ring<\/strong><\/a>.<\/em><\/p>\r\n\r\n

\u00abD\u00ea a uma crian\u00e7a uma folha de papel, algumas cores e pe\u00e7a-lhe que desenhe um carro \u2014 certamente o far\u00e1 vermelho.\u00bb<\/strong><\/em><\/h2>\r\n\r\n

Uma das frases c\u00e9lebres do grande Enzo Ferrari<\/strong>, nada menos. Que o grande Patriarca do Motorsport<\/strong> mundial fosse um vision\u00e1rio l\u00facido n\u00e3o \u00e9 de questionar, e \u00e9 precisamente do significado intr\u00ednseco que essa cita\u00e7\u00e3o carrega que se desenvolveram ao longo das d\u00e9cadas as ideias e a imagina\u00e7\u00e3o dos homens de marketing<\/strong> que se aproximaram do desporto motorizado<\/strong>.<\/p>\r\n\r\n

O impacto est\u00e9tico \u2014 e crom\u00e1tico \u2014 sempre teve uma relev\u00e2ncia importante na imagina\u00e7\u00e3o e nas mem\u00f3rias<\/strong> n\u00e3o apenas dos apaixonados por Motorsport<\/strong>, mas tamb\u00e9m dos espectadores ocasionais das imagens que preenchem ecr\u00e3s, displays e imprensa escrita.<\/p>\r\n\r\n

Se se fizesse um teste pedindo que se imaginasse um carro de F\u00f3rmula 1 preto<\/strong>, a imagem de um Lotus JPS<\/strong> surgiria na mente de muitas pessoas. O aficionado recordaria o nome, o ano, o modelo e os pilotos; os outros, apenas a fotografia do carro \u2014 mas sempre a mesma.<\/p>\r\n\r\n

Enquanto reunia ideias para escrever estas linhas, a mem\u00f3ria trouxe \u00e0 superf\u00edcie fotografias de carros e motas<\/strong> que tinham estado guardadas numa gaveta, intactas e prontas a reaparecer de repente. Recorda\u00e7\u00f5es de uma crian\u00e7a e de um adolescente que observava os objetos e os homens deste magn\u00edfico desporto a sonhar poder viv\u00ea-los e encontr\u00e1-los, apesar de estarem longe \u2014 mas trazidos para dentro de casa pela televis\u00e3o ou pelos posters de Autosprint<\/strong> e Motosprint<\/strong> pendurados em todo o lado. Vieram \u00e0 tona recorda\u00e7\u00f5es de parcerias hist\u00f3ricas que hoje j\u00e1 n\u00e3o existem, mas que marcaram a mem\u00f3ria de tantas pessoas ao ponto de reconhecer um her\u00f3i de \u00e9pocas passadas apenas pela cor do carro e pelo nome do main sponsor que pintava o ve\u00edculo ou a mota do seu Campe\u00e3o, do seu \u00eddolo.<\/p>\r\n\r\n\"Senna\r\n\r\n

Esta foi a intui\u00e7\u00e3o de quem escolheu veicular a sua imagem e marca atrav\u00e9s dos objetos de corrida<\/strong><\/a> desejados e amados pelo grande p\u00fablico desde o in\u00edcio dos anos 70. A fotografia gravada na mem\u00f3ria juntamente com o nome do her\u00f3i que veste a \u00ablibr\u00e9\u00bb do patrocinador<\/strong> e projeta esse nome no imagin\u00e1rio do adepto.<\/p>\r\n\r\n

Passou-se ent\u00e3o de ve\u00edculos com as cores nacionais e alguns autocolantes de parceiros t\u00e9cnicos para carros \u00abpersonalizados\u00bb com nomes e log\u00f3tipos dos patrocinadores<\/strong><\/a>. Nada mais simples do que criar uma esp\u00e9cie de \u00aboutdoor itinerante\u00bb que entrava nas casas de todos pela televis\u00e3o e pela imprensa, com grande efic\u00e1cia comunicativa.<\/p>\r\n\r\n

Os pioneiros mais ativos foram as empresas de tabaco, que come\u00e7aram a cobrir todo o corpo dos ve\u00edculos de corrida e chegaram a mand\u00e1-los construir com as suas pr\u00f3prias cores corporativas. Os seus recursos financeiros abriram caminho para que as equipas \u2014 cada vez mais necessitadas de or\u00e7amento num desporto cada vez mais caro \u2014 identificassem as suas cria\u00e7\u00f5es com ma\u00e7os de cigarros cl\u00e1ssicos. Da\u00ed as espl\u00eandidas libr\u00e9s do Lotus JPS<\/strong>, do McLaren Marlboro<\/strong>, do Ligier Gitanes<\/strong>, mas tamb\u00e9m da Yamaha Gauloises<\/strong> e da Honda Camel<\/strong> em MotoGP, at\u00e9 que as leis internacionais limitaram severamente e depois proibiram a publicidade ao tabaco. Mas os anos setenta, oitenta e noventa s\u00e3o emblem\u00e1ticos: se pensas em Lotus pensas em JPS, Fittipaldi, Andretti e Elio; se pensas em Senna<\/strong> pensas em Marlboro<\/strong>; se pensas no Porsche Endurance<\/strong> pensas em Rothmans<\/strong>.<\/p>\r\n\r\n\"Valentino\r\n\r\n

Os exemplos s\u00e3o in\u00fameros, n\u00e3o faltando tamb\u00e9m as curiosidades, como o Hesketh com a pin-up da Penthouse<\/strong> pintada na carro\u00e7aria… Poderia haver combina\u00e7\u00e3o mais certeira do que com James Hunt<\/strong>?<\/p>\r\n\r\n

A mem\u00f3ria tamb\u00e9m evoca um McLaren<\/strong> especial com as partes vermelhas pintadas de dourado em 1986, pilotado por Keke Rosberg<\/strong> no GP de Portugal \u2014 experi\u00eancia para promover a vers\u00e3o Light do patrocinador que foi abandonada por ser pouco teleg\u00e9nica.<\/p>\r\n\r\n

A criatividade iluminou os respons\u00e1veis da BAR<\/strong> no final dos anos noventa, quando conseguiram fazer correr o seu monolugar pintado na metade esquerda com as cores da Lucky Strike<\/strong> e na outra metade com as da 555<\/strong>.<\/p>\r\n\r\n

E passando \u00e0s parcerias mais famosas e duradouras, como a totalmente turinesa entre a Lancia e a Martini<\/strong> \u2014 branco com riscas tanto nos carros do Campeonato do Mundo de Endurance do in\u00edcio dos anos 80 como, sobretudo, nos Lancia dominantes do rali. Ainda hoje, as imagens desses carros de sonho descarregadas da internet ou admiradas em museus continuam a gerar retorno para os patrocinadores<\/strong> ligados a essas fa\u00e7anhas.<\/p>\r\n\r\n\"Hesketh\r\n\r\n

Todo o conceito \u00e9 transpon\u00edvel para o mundo das motas, onde est\u00e1 talvez ainda mais enraizado. Os fabricantes de motociclos t\u00eam frequentemente no cat\u00e1logo vers\u00f5es especiais e limitadas das suas grandes cilindradas em cores r\u00e9plica, assim como s\u00e9ries limitadas r\u00e9plica de um piloto num determinado per\u00edodo. Os exemplos mais destacados v\u00eam das marcas italianas: MV Agusta<\/strong> com as vers\u00f5es dedicadas a Agostini<\/strong>, Aprilia com as RSV Mille r\u00e9plica de Edwards e Haga, Ducati<\/strong> com as vers\u00f5es Bayliss<\/strong> e a nova s\u00e9rie Panigale V4 com cores r\u00e9plica da primeira 916 de Foggy.<\/p>\r\n\r\n

No mundo do motociclismo, essa identifica\u00e7\u00e3o \u00e9 ainda mais marcada gra\u00e7as \u00e0 possibilidade de personalizar a pr\u00f3pria mota com as cores dos \u00eddolos a um custo muito inferior ao de um carro. H\u00e1 tamb\u00e9m uma viabilidade est\u00e9tica que facilita a identifica\u00e7\u00e3o: personalizar o SUV com as cores de um patrocinador hist\u00f3rico e andar com ele \u00e9 uma coisa; faz\u00ea-lo com a pr\u00f3pria mota de pista ou de lazer \u00e9 outra bem diferente.<\/p>\r\n\r\n

A identifica\u00e7\u00e3o do motociclista com o seu her\u00f3i \u00e9 ainda mais simples pela necessidade de se equipar com vestu\u00e1rio t\u00e9cnico quotidiano<\/strong> que o autom\u00f3vel n\u00e3o exige. Usar um fato ou um capacete em vers\u00e3o r\u00e9plica faz sentir o campe\u00e3o tremendamente mais pr\u00f3ximo \u2014 identifica-se com ele pelo menos at\u00e9 subir \u00e0 mota.<\/p>\r\n\r\n

Quem n\u00e3o se recorda da Yamaha amarela e preta do primeiro Kenny Roberts<\/strong> (o verdadeiro), da Honda Rothmans de Spencer e Gardner<\/strong>, da Yamaha Marlboro Agostini de Rainey<\/strong>, da Suzuki Pepsi de Schwantz ou da HB de Gallina\/Uncini, at\u00e9 chegar \u00e0s Honda Repsol<\/strong> e Monster Yamaha<\/strong> das \u00faltimas duas d\u00e9cadas?<\/p>\r\n\r\n

Da\u00ed a criar objetos de merchandising para vestir os apaixonados enquanto se difunde simultaneamente a pr\u00f3pria marca \u00e9 um passo curto \u2014 e rent\u00e1vel. Quem escreve n\u00e3o \u00e9 de modo algum imune a este fen\u00f3meno: apaixonado tanto por carros como por motas de corrida, \u00e9 como tal uma testemunha viva do que foi descrito, possuidor de capacetes r\u00e9plica de pilotos das duas e quatro rodas, e de vestu\u00e1rio t\u00e9cnico com marcas.<\/p>\r\n\r\n

O objetivo? Nenhum.<\/strong> Simplesmente o gosto pessoal e a admira\u00e7\u00e3o por tantos daqueles que preencheram os domingos de um apaixonado, que de forma indireta se tornaram muitos \u00abamigos imagin\u00e1rios\u00bb que entram em sua casa e deixam algo tang\u00edvel que lhe recorda constantemente as suas fa\u00e7anhas e as emo\u00e7\u00f5es que lhe suscitaram ao admir\u00e1-los.<\/p>\r\n\r\n

Salvatore Valerioti \u2014 Redator, Blog del Ring<\/strong><\/em><\/p>\n\n

Por que as libr\u00e9s dos patrocinadores no motorsport s\u00e3o t\u00e3o memor\u00e1veis?<\/strong>

Porque associam o log\u00f3tipo de uma marca ao campe\u00e3o amado: a cor do carro torna-se insepar\u00e1vel do nome do patrocinador. McLaren Marlboro, Yamaha Gauloises e Honda Repsol s\u00e3o identidades visuais que perduram d\u00e9cadas para al\u00e9m do fim dos contratos.<\/p><\/div>

Qual foi o papel das empresas de tabaco no patroc\u00ednio do motorsport?<\/strong>

Foram os verdadeiros pioneiros: a partir dos anos 70 investiram recursos enormes, transformando carros e motas de corrida em outdoors itinerantes com as suas pr\u00f3prias cores corporativas. Lotus JPS, McLaren Marlboro e Honda Camel s\u00e3o as libr\u00e9s mais ic\u00f3nicas dessa era.<\/p><\/div>

Como funciona o mecanismo emocional do patroc\u00ednio desportivo?<\/strong>

O patroc\u00ednio no motorsport fala ao cora\u00e7\u00e3o do adepto: o log\u00f3tipo n\u00e3o \u00e9 percebido como publicidade mas como parte da identidade do campe\u00e3o. Isto cria um v\u00ednculo indissol\u00favel entre marca e f\u00e3, que frequentemente leva a comprar produtos de merchandising para se sentir mais perto dos \u00eddolos.<\/p><\/div>

Por que o motociclismo \u00e9 um ambiente particularmente f\u00e9rtil para o patroc\u00ednio?<\/strong>

Porque o apaixonado por motas pode replicar a est\u00e9tica do seu campe\u00e3o a baixo custo: libr\u00e9s, capacetes e vestu\u00e1rio t\u00e9cnico r\u00e9plica s\u00e3o acess\u00edveis e tornam cada motociclista num ve\u00edculo publicit\u00e1rio vivo para as marcas patrocinadoras.<\/p><\/div>

Como \u00e9 que a RTR Sports aproveita o impacto emocional para construir estrat\u00e9gias de patroc\u00ednio?<\/strong>

A RTR Sports, ativa desde 1995 com mais de 30 anos de experi\u00eancia, utiliza o impacto emocional do motorsport como alavanca de marketing B2B: liga as marcas empresariais \u00e0s emo\u00e7\u00f5es que os adeptos sentem pelos seus campe\u00f5es, tornando o patroc\u00ednio numa ferramenta de comunica\u00e7\u00e3o profunda e duradoura.<\/p><\/div><\/div>","protected":false},"excerpt":{"rendered":"

Publicamos com muito agrado este artigo escrito por Salvatore Valerioti, redator do Blog del Ring. \u00abD\u00ea a uma crian\u00e7a uma folha de papel, algumas cores e pe\u00e7a-lhe que desenhe um carro \u2014 certamente o far\u00e1 vermelho.\u00bb Uma das frases c\u00e9lebres do grande Enzo Ferrari, nada menos. Que o grande Patriarca do Motorsport mundial fosse um […]<\/p>\n","protected":false},"author":2,"featured_media":179469,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20152,20153],"tags":[],"class_list":["post-240308","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-desportivo-pt-pt","category-patrocinios-desportivos"],"acf":[],"contentshake_article_id":"","yoast_head":"\nO Patroc\u00ednio no Motorsport: Impacto Emocional e Mem\u00f3rias | RTR Sports<\/title>\n<meta name=\"description\" content=\"Como as libr\u00e9s e os log\u00f3tipos dos patrocinadores no motorsport se tornam mem\u00f3rias indel\u00e9veis: de McLaren Marlboro a Yamaha Gauloises, o poder visual do patroc\u00ednio desportivo.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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