{"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":"2025-07-11T12:27:46","modified_gmt":"2025-07-11T10:27:46","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 desporto autom\u00f3vel: impacto emocional e mem\u00f3rias"},"content":{"rendered":"
Riceviamo e volentieri pubblichiamo questo bell'articolo scritto da Salvatore Valerioti<\/em><\/strong>, Redattore del Blog del Ring<\/strong><\/a><\/pre>\n
“D\u00eaem a uma crian\u00e7a uma folha de papel, algumas tintas e pe\u00e7am-lhe para desenhar um carro, de certeza que o far\u00e1 vermelho.”<\/strong><\/em><\/h2>\n
Uma das c\u00e9lebres frases do grande Enzo Ferrari<\/strong>, que n\u00e3o \u00e9 qualquer um. Que o grande Velho do automobilismo<\/strong> mundial era um vision\u00e1rio l\u00facido n\u00e3o h\u00e1 d\u00favida, e \u00e9 a partir do significado intr\u00ednseco que essa cita\u00e7\u00e3o carrega que as ideias e a imagina\u00e7\u00e3o dos homens de marketing<\/strong> que abordaram o automobilismo<\/strong> se desenvolveram ao longo das d\u00e9cadas.<\/p>\n
O impacto est\u00e9tico – e crom\u00e1tico – sempre teve uma relev\u00e2ncia importante no imagin\u00e1rio e nas mem\u00f3rias<\/strong> n\u00e3o s\u00f3 dos entusiastas do desporto autom\u00f3vel<\/strong>, mas tamb\u00e9m dos espectadores casuais das imagens que enchem os ecr\u00e3s, os monitores e a imprensa escrita.<\/p>\n
Se fiz\u00e9ssemos um teste e ped\u00edssemos \u00e0s pessoas que pensassem num carro de F\u00f3rmula 1 preto<\/strong>, a imagem de um Lotus JPS<\/strong> viria \u00e0 mente. Certamente que os entusiastas se lembram do nome, do ano, do modelo e dos condutores que o conduziram, enquanto outros apenas se lembram da fotografia do carro, mas ainda assim o mesmo.<\/p>\n
Enquanto reunia ideias para escrever estas linhas, a minha mem\u00f3ria trouxe-me de volta fotografias de carros e motas<\/strong> que estavam confinados numa gaveta, intocados e prontos a reaparecer de repente. Mem\u00f3rias de uma crian\u00e7a e de um adolescente que observava os objectos e os homens deste magn\u00edfico desporto, que sonhava poder viver e conhec\u00ea-los, embora estivessem distantes mas ao mesmo tempo pr\u00f3ximos, trazidos para dentro de casa pela televis\u00e3o ou pelos posters da Autosprint<\/strong> e da Motosprint<\/strong> que pendurava por todo o lado. Ressurgiram recorda\u00e7\u00f5es de associa\u00e7\u00f5es hist\u00f3ricas que j\u00e1 n\u00e3o existem, mas que marcaram a mem\u00f3ria de tantos ao ponto de poderem reconhecer um her\u00f3i de \u00e9pocas passadas, nem que seja apenas pela cor do carro e pelo nome do principal patrocinador que coloriu o carro ou a mota do seu campe\u00e3o, do seu \u00eddolo.<\/p>\n
\"\"<\/p>\n
Esta foi a intui\u00e7\u00e3o daqueles que escolheram transmitir a sua imagem e a sua marca atrav\u00e9s dos objectos de corrida desejados<\/strong><\/a> e amados pelo grande p\u00fablico desde o in\u00edcio da d\u00e9cada de 1970. A fotografia fica gravada na mem\u00f3ria juntamente com o nome do her\u00f3i que veste o “uniforme” do patrocinador<\/strong> e que transmite o nome do patrocinador<\/strong> no imagin\u00e1rio do adepto.<\/p>\n
Assim, passou-se de carros alinhados com as cores nacionais e alguns autocolantes dos parceiros t\u00e9cnicos para carros “personalizados” com letras e log\u00f3tipos dos patrocinadores<\/strong><\/a>. Nada mais simples do que criar uma esp\u00e9cie de “outdoor itinerante” que pudesse entrar em casa de qualquer pessoa atrav\u00e9s da televis\u00e3o e da imprensa escrita, com grande efic\u00e1cia em termos de comunica\u00e7\u00e3o.<\/p>\n
Os pioneiros mais activos foram as tabaqueiras, que come\u00e7aram a cobrir todo o corpo dos objectos de corrida ao ponto de os mandar fazer com as cores da sua empresa. As suas possibilidades financeiras abriram caminho para que as equipas, cada vez mais necessitadas de or\u00e7amentos num desporto cada vez mais caro, identificassem as suas criaturas como os cl\u00e1ssicos ma\u00e7os de cigarros. Da\u00ed as espl\u00eandidas pinturas dos Lotus Jps<\/strong>, dos McLaren Marlboro<\/strong>, dos Ligier Gitanes, <\/strong>mas tamb\u00e9m dos Yamaha Gauloises<\/strong> e dos Honda Camel<\/strong> no MotoGP e assim por diante, at\u00e9 que as leis internacionais restringiram severamente e depois proibiram a publicidade neste sentido. Mas os anos setenta, oitenta e noventa s\u00e3o emblem\u00e1ticos a este respeito, ao ponto de associar a imagem dos pilotos e das equipas a uma marca sempre que se pensa neles. E assim, se pensarmos em Lotus, pensamos em Jps para Fittipaldi, Andretti e Elio, se pensarmos em Senna<\/strong>, pensamos em Marlboro,<\/strong> se pensarmos em Porsche Endurance<\/strong>, pensamos em Rothmans<\/strong>.<\/p>\n
\"\"<\/p>\n
Os exemplos podem ser incont\u00e1veis, mas tamb\u00e9m n\u00e3o faltam os bons exemplos, como o Hesketh com o pin-up da Penthouse<\/strong> desenhado na carro\u00e7aria… Nunca poderia ter sido mais adequado do que a justaposi\u00e7\u00e3o com James Hunt….<\/strong><\/p>\n
As mem\u00f3rias tamb\u00e9m trazem \u00e0 mente um McLaren<\/strong> especial com as partes vermelhas pintadas de dourado em 1986, conduzido por Keke Rosberg<\/strong> no GP de Portugal, uma experi\u00eancia para publicitar a vers\u00e3o Light do patrocinador, que foi, no entanto, abandonada por n\u00e3o ser muito teleg\u00e9nica.<\/p>\n
O talento e a imagina\u00e7\u00e3o iluminaram os homens da BAR<\/strong> no final dos anos 90, quando conseguiram fazer correr o seu monolugar pintado metade com as cores da Lucky Strike<\/strong> e a outra metade com as cores da 555<\/strong>.<\/p>\n
O mesmo se passa com as parcerias mais famosas e duradouras que permitiram a colabora\u00e7\u00e3o em v\u00e1rias disciplinas, como a parceria entre a Lancia e a Martini<\/strong>, totalmente em Turim, que deu origem aos carros do Campeonato Mundial de Resist\u00eancia do in\u00edcio dos anos 80 e, acima de tudo, aos carros de rali dominantes da Lancia com riscas brancas. At\u00e9 hoje, as imagens desses carros de sonho descarregadas da Internet ou admiradas em museus t\u00eam um “rendimento” para os patrocinadores<\/strong> ligados a essas fa\u00e7anhas e s\u00e3o uma recorda\u00e7\u00e3o para todos os f\u00e3s de corridas.<\/p>\n
\"\"<\/p>\n
Todo este conceito pode ser transposto para o mundo das motas, onde est\u00e1 talvez ainda mais enraizado. Os fabricantes de motos t\u00eam frequentemente no seu cat\u00e1logo vers\u00f5es especiais e limitadas das suas Maxis em cores de r\u00e9plica, bem como s\u00e9ries limitadas de r\u00e9plicas de um piloto num determinado per\u00edodo. Exemplos disso s\u00e3o sobretudo os construtores italianos, como a MVAgusta<\/strong> com as vers\u00f5es dedicadas a Agostini,<\/strong> a Aprilia com a r\u00e9plica da Rsv Mille de Edwards e Haga com as cores da RsCube MotoGP, a Ducati<\/strong> com as vers\u00f5es Bayliss<\/strong> e a nova s\u00e9rie Panigale V4 com r\u00e9plicas das cores da primeira 916 de Foggy.<\/p>\n
No mundo do motociclismo, esta identifica\u00e7\u00e3o \u00e9 ainda mais acentuada gra\u00e7as \u00e0 possibilidade de personalizar a mota com as cores dos \u00eddolos a um custo muito inferior ao da personaliza\u00e7\u00e3o de um autom\u00f3vel. Neste caso, h\u00e1 tamb\u00e9m a viabilidade est\u00e9tica que facilita a identifica\u00e7\u00e3o: uma coisa \u00e9 personalizar o seu SUV com as cores de um patrocinador hist\u00f3rico e depois andar nele, outra coisa \u00e9 faz\u00ea-lo com a sua bicicleta de pista em vez de uma bicicleta de passeio.<\/p>\n
A identifica\u00e7\u00e3o do motociclista com o seu her\u00f3i \u00e9 ainda mais f\u00e1cil pela necessidade de ter tamb\u00e9m ovestu\u00e1rio t\u00e9cnico di\u00e1rio<\/strong> que o autom\u00f3vel n\u00e3o proporciona. Usar uma r\u00e9plica do fato ou do capacete faz-nos sentir o nosso campe\u00e3o tremendamente mais pr\u00f3ximo, faz-nos identificar com ele, pelo menos at\u00e9 subirmos para a bicicleta.<\/p>\n
Quem n\u00e3o se lembra da Yamaha amarela\/preta do primeiro Kenny Roberts<\/strong> (o verdadeiro), da Rothmans Honda de Spencer e Gardner<\/strong>, da Marlboro Agostini Yamaha de Rainey<\/strong>, da Pepsi Suzuki de Schwantz ou da Hb de Gallina\/Uncini, at\u00e9 \u00e0s Hondas da Repsol<\/strong> ou da Monster Yamaha<\/strong> das \u00faltimas duas d\u00e9cadas.<\/p>\n
Daqui at\u00e9 \u00e0 cria\u00e7\u00e3o de artigos de merchandising para vestir os f\u00e3s e simultaneamente divulgar a sua marca, a etapa \u00e9 curta e, al\u00e9m disso, rent\u00e1vel. O escritor n\u00e3o \u00e9 de modo algum imune a este fen\u00f3meno, pois est\u00e1 farto de corridas de autom\u00f3veis e de motos e, como tal, \u00e9 um testemunho vivo do que \u00e9 descrito, possuindo r\u00e9plicas de capacetes de pilotos de duas e quatro rodas e vestu\u00e1rio t\u00e9cnico de marca.<\/p>\n
O fim? Nenhum<\/strong>. Simplesmente o gosto pessoal e a admira\u00e7\u00e3o por tantos daqueles que preencheram os domingos de um entusiasta, que de uma forma indirecta se tornaram tantos “amigos imagin\u00e1rios” que entram em sua casa e deixam algo tang\u00edvel que o faz recordar constantemente as suas proezas e as emo\u00e7\u00f5es que despertaram em si ao admir\u00e1-las.<\/p>\n
Salvatore Valerioti \u2013 Redattore Blog del Ring<\/strong><\/pre>\n
Fill out my online form<\/a><\/span><\/div>\n
 <\/p>\n","protected":false},"excerpt":{"rendered":"
Riceviamo e volentieri pubblichiamo questo bell’articolo scritto da Salvatore Valerioti, Redattore del Blog del Ring “D\u00eaem a uma crian\u00e7a uma folha de papel, algumas tintas e pe\u00e7am-lhe para desenhar um carro, de certeza que o far\u00e1 vermelho.” Uma das c\u00e9lebres frases do grande Enzo Ferrari, que n\u00e3o \u00e9 qualquer um. Que o grande Velho do […]<\/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 desporto autom\u00f3vel: impacto emocional e mem\u00f3rias<\/title>\n<meta name=\"description\" content=\"O impacto est\u00e9tico - e crom\u00e1tico - sempre teve uma import\u00e2ncia importante no imagin\u00e1rio e nas mem\u00f3rias n\u00e3o s\u00f3 dos adeptos do desporto autom\u00f3vel.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/pt-pt\/blog\/sponsorship-in-motorsport-emotional-impact-and-memories\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"O patroc\u00ednio no desporto autom\u00f3vel: impacto emocional e mem\u00f3rias\" \/>\n<meta property=\"og:description\" content=\"O impacto est\u00e9tico - e crom\u00e1tico - sempre teve uma import\u00e2ncia importante no imagin\u00e1rio e nas mem\u00f3rias n\u00e3o s\u00f3 dos adeptos do desporto autom\u00f3vel.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/pt-pt\/blog\/sponsorship-in-motorsport-emotional-impact-and-memories\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RTRSportsMarketing\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/rtrsportsmarketing\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/valentino-rossi-gauloises.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"768\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Emanuele Venturoli\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@twitter.com\/RTR_motoGP\" \/>\n<meta name=\"twitter:site\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Emanuele Venturoli\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 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\\\/sponsorship-in-motorsport-emotional-impact-and-memories\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/blog\\\/sponsorship-in-motorsport-emotional-impact-and-memories\\\/\"},\"author\":{\"name\":\"Emanuele Venturoli\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/#\\\/schema\\\/person\\\/6db38b859a8be0e39a3fb94a2a7b0a24\"},\"headline\":\"O patroc\u00ednio no desporto autom\u00f3vel: impacto emocional e mem\u00f3rias\",\"datePublished\":\"2023-05-31T13:48:39+00:00\",\"dateModified\":\"2025-07-11T10:27:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/blog\\\/sponsorship-in-motorsport-emotional-impact-and-memories\\\/\"},\"wordCount\":1354,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/blog\\\/sponsorship-in-motorsport-emotional-impact-and-memories\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/valentino-rossi-gauloises.jpg\",\"articleSection\":[\"Marketing Desportivo\",\"Patroc\u00ednios desportivos\"],\"inLanguage\":\"pt\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/blog\\\/sponsorship-in-motorsport-emotional-impact-and-memories\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/blog\\\/sponsorship-in-motorsport-emotional-impact-and-memories\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/blog\\\/sponsorship-in-motorsport-emotional-impact-and-memories\\\/\",\"name\":\"O patroc\u00ednio no desporto autom\u00f3vel: impacto emocional e mem\u00f3rias\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/blog\\\/sponsorship-in-motorsport-emotional-impact-and-memories\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/blog\\\/sponsorship-in-motorsport-emotional-impact-and-memories\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/valentino-rossi-gauloises.jpg\",\"datePublished\":\"2023-05-31T13:48:39+00:00\",\"dateModified\":\"2025-07-11T10:27:46+00:00\",\"description\":\"O impacto est\u00e9tico - 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