{"id":241701,"date":"2023-10-19T14:28:49","date_gmt":"2023-10-19T12:28:49","guid":{"rendered":"https:\/\/rtrsports.com\/o-papel-do-content-no-sucesso-do-patrocinio-de-desportos-motores-estrategias-de-comercializacao-de-conteudos-abrangentes\/"},"modified":"2026-10-09T14:28:11","modified_gmt":"2026-10-09T12:28:11","slug":"o-papel-do-content-no-sucesso-do-patrocinio-de-desportos-motores-estrategias-de-comercializacao-de-conteudos-abrangentes","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pt-pt\/blog\/the-role-of-content-in-successful-motorsport-sponsorship-comprehensive-content-marketing-strategies\/","title":{"rendered":"Marketing de conte\u00fado no desporto: porque \u00e9 que no desporto motorizado o log\u00f3tipo n\u00e3o chega"},"content":{"rendered":"

Um log\u00f3tipo num monolugar n\u00e3o \u00e9 um conte\u00fado. \u00c9 um direito. O valor de um patroc\u00ednio no desporto motorizado nasce quando esse direito se transforma em algo que as pessoas escolhem ver, partilhar e recordar. \u00c9 isso que entendemos por marketing de conte\u00fado no desporto<\/strong>: transformar o acordo assinado com uma equipa, um piloto ou um evento em hist\u00f3rias que continuam a trabalhar para a marca depois de a corrida terminar.<\/p>\n

A minha tese \u00e9 simples: quem compra um patroc\u00ednio e n\u00e3o o conta paga por metade do que adquiriu. O p\u00fablico j\u00e1 l\u00e1 est\u00e1, e \u00e9 maior do que alguma vez foi. O que falta, quase sempre, \u00e9 o plano editorial e os direitos para o executar.<\/p>\n

O que \u00e9 o marketing de conte\u00fado no desporto<\/h2>\n

Penso no patroc\u00ednio como numa licen\u00e7a de televis\u00e3o e no conte\u00fado como na grelha de programa\u00e7\u00e3o. A licen\u00e7a d\u00e1-lhe o direito de emitir. A grelha decide se algu\u00e9m o v\u00ea. Comprar a licen\u00e7a sem construir a grelha \u00e9 ter um canal com o ecr\u00e3 preto.<\/p>\n

Na pr\u00e1tica, o marketing de conte\u00fado de um patroc\u00ednio \u00e9 o conjunto de conte\u00fados que a marca produz gra\u00e7as aos direitos adquiridos: v\u00eddeos de bastidores, entrevistas com os pilotos, dados t\u00e9cnicos explicados de forma compreens\u00edvel, campanhas constru\u00eddas sobre a liga\u00e7\u00e3o \u00e0 equipa, conte\u00fados para os clientes convidados para o circuito. N\u00e3o substitui a visibilidade do log\u00f3tipo. Multiplica-a e leva-a aonde o log\u00f3tipo sozinho n\u00e3o chega: aos feeds, \u00e0s newsletters, \u00e0s apresenta\u00e7\u00f5es comerciais.<\/p>\n

O p\u00fablico j\u00e1 l\u00e1 est\u00e1: os n\u00fameros<\/h2>\n

Em 2025 a F\u00f3rmula 1 ultrapassou os 114,5 milh\u00f5es de seguidores nas redes sociais, com um crescimento de 19% num ano e partindo dos 18,7 milh\u00f5es de 2018: pela quinta vez consecutiva, foi a liga desportiva global que mais cresceu nas redes. \u00c9 um p\u00fablico que consome a F1 tamb\u00e9m fora da transmiss\u00e3o em direto, atrav\u00e9s de clips, bastidores e personagens.<\/p>\n

O caso que melhor o demonstra \u00e9 Drive to Survive<\/em>. A s\u00e9rie da Netflix estreou em mar\u00e7o de 2019 e coincidiu com uma mudan\u00e7a na rela\u00e7\u00e3o dos Estados Unidos com a F\u00f3rmula 1: a m\u00e9dia por corrida nas cadeias da ESPN passou de cerca de 554 000 espectadores em 2018 para 1,21 milh\u00f5es em 2022 e para 1,3 milh\u00f5es em 2025, a \u00faltima \u00e9poca antes de os direitos passarem para a Apple TV. Na minha opini\u00e3o, n\u00e3o mudou o desporto. Mudou a narrativa. Para um patrocinador a li\u00e7\u00e3o \u00e9 direta: o conte\u00fado n\u00e3o acompanha o p\u00fablico, cria-o.<\/p>\n

Tr\u00eas exemplos que funcionam<\/h2>\n

O primeiro \u00e9 a Red Bull, que fez do conte\u00fado um of\u00edcio. Em 2007 fundou em Salzburgo a Red Bull Media House, que produz v\u00eddeos, document\u00e1rios, revistas e transmiss\u00f5es em direto dos desportos em que a marca est\u00e1 presente. A sua equipa de F\u00f3rmula 1, que venceu o t\u00edtulo de pilotos com Sebastian Vettel de 2010 a 2013 e com Max Verstappen de 2021 a 2024, \u00e9 tamb\u00e9m uma f\u00e1brica de hist\u00f3rias. N\u00e3o \u00e9 um modelo que todos possam replicar, mas aponta o caminho.<\/p>\n

O segundo \u00e9 a DHL, parceira log\u00edstica da F\u00f3rmula 1. Desde 2015 atribui o DHL Fastest Pit Stop Award \u00e0 equipa que faz as paragens nas boxes mais r\u00e1pidas da \u00e9poca: a Red Bull venceu-o de 2018 a 2024 e a Ferrari em 2025, com 559 pontos contra os 410 da McLaren. \u00c9 um conte\u00fado que se renova a cada Grande Pr\u00e9mio e que liga a marca a um valor preciso: rapidez e exatid\u00e3o nas opera\u00e7\u00f5es.<\/p>\n

O terceiro \u00e9 a Heineken, que em 2016 lan\u00e7ou com Jackie Stewart a campanha \u00abWhen You Drive, Never Drink\u00bb sobre o consumo respons\u00e1vel. Uma marca de cerveja num desporto de condu\u00e7\u00e3o escolheu contar precisamente o tema mais delicado, e f\u00ea-lo com a credibilidade de um tricampe\u00e3o do mundo. \u00c9 um exemplo de conte\u00fado que protege a reputa\u00e7\u00e3o, al\u00e9m de construir notoriedade.<\/p>\n

Os conte\u00fados que mais rendem<\/h2>\n

Na minha experi\u00eancia, h\u00e1 quatro tipos de conte\u00fado que funcionam melhor para um patrocinador. Os bastidores, porque o paddock continua a ser um lugar que o p\u00fablico n\u00e3o v\u00ea. As pessoas, ou seja, pilotos, engenheiros e mec\u00e2nicos, porque o desporto segue-se atrav\u00e9s de rostos. Os dados, quando o produto do patrocinador tem uma liga\u00e7\u00e3o real com o desempenho. E os conte\u00fados para os clientes: a hospitalidade no circuito torna-se material para a for\u00e7a de vendas, para as newsletters e para as redes sociais da empresa.<\/p>\n

O formato conta menos do que a regularidade. Uma s\u00e9rie curta publicada em cada corrida gera mais aten\u00e7\u00e3o do que um grande v\u00eddeo lan\u00e7ado uma vez por ano. As ideias para transformar os direitos em experi\u00eancias e conte\u00fados est\u00e3o reunidas no nosso guia de ativa\u00e7\u00f5es de marketing desportivo<\/a>.<\/p>\n

Os direitos antes da c\u00e2mara<\/h2>\n

O ponto que vejo descurar com mais frequ\u00eancia \u00e9 contratual. Para usar a imagem de um piloto, as imagens do pit lane ou a marca da equipa s\u00e3o precisos direitos escritos no acordo, com \u00e2mbito, canais e dura\u00e7\u00e3o. Um contrato que s\u00f3 prev\u00ea a visibilidade do log\u00f3tipo n\u00e3o autoriza a gravar um v\u00eddeo nem a usar o rosto do piloto numa campanha. A forma de gerir estes direitos \u00e9 explicada no artigo sobre a utiliza\u00e7\u00e3o dos direitos de imagem no patroc\u00ednio<\/a>.<\/p>\n

Como se mede o retorno<\/h2>\n

Um conte\u00fado mede-se com os mesmos crit\u00e9rios do resto do patroc\u00ednio: a quantas pessoas chega, quanto as envolve, que a\u00e7\u00f5es gera, do contacto comercial \u00e0 venda. A visualiza\u00e7\u00e3o por si s\u00f3 \u00e9 um n\u00famero de vaidade. O que conta \u00e9 o que acontece a seguir. O m\u00e9todo para ligar estes indicadores aos resultados de neg\u00f3cio \u00e9 descrito na nossa an\u00e1lise sobre como se mede o ROI de um patroc\u00ednio<\/a>.<\/p>\n

Tr\u00eas erros que vejo<\/h2>\n

O primeiro \u00e9 pensar nos conte\u00fados depois da assinatura. O plano editorial deve ser escrito antes, porque \u00e9 dele que dependem os direitos a negociar e o or\u00e7amento a reservar.<\/p>\n

O segundo \u00e9 falar apenas do pr\u00f3prio produto. Os f\u00e3s seguem a equipa e os pilotos, n\u00e3o o cat\u00e1logo do patrocinador: a marca tem de entrar na hist\u00f3ria, n\u00e3o interromp\u00ea-la.<\/p>\n

O terceiro \u00e9 delegar tudo na equipa. As equipas produzem conte\u00fados para si pr\u00f3prias e para todos os seus parceiros. O patrocinador que quer destacar-se precisa de um plano pr\u00f3prio, constru\u00eddo sobre os seus objetivos, tanto na F\u00f3rmula 1<\/a> como nas outras categorias.<\/p>\n

O log\u00f3tipo compra o espa\u00e7o, o conte\u00fado compra a aten\u00e7\u00e3o<\/h2>\n

Um patroc\u00ednio sem conte\u00fados \u00e9 um autocolante num carro que passa a trezentos quil\u00f3metros por hora. Com um plano editorial, os mesmos direitos transformam-se em meses de aten\u00e7\u00e3o, rela\u00e7\u00f5es com os clientes e dados para medir. A diferen\u00e7a n\u00e3o est\u00e1 no or\u00e7amento dos direitos. Est\u00e1 no que se decide contar. Sempre.<\/p>\n

\r\n\r\n

Perguntas frequentes sobre o marketing de conte\u00fado no desporto<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

\r\n O que \u00e9 o marketing de conte\u00fado no desporto?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\u00c9 a produ\u00e7\u00e3o de conte\u00fados, como v\u00eddeos, entrevistas, bastidores, dados e campanhas, que uma marca realiza gra\u00e7as aos direitos de um patroc\u00ednio desportivo. Serve para transformar a visibilidade do log\u00f3tipo em aten\u00e7\u00e3o, rela\u00e7\u00f5es e resultados mensur\u00e1veis, tamb\u00e9m fora dos dias de corrida.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Porque \u00e9 que o marketing de conte\u00fado \u00e9 importante para um patrocinador no desporto motorizado?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Porque o p\u00fablico do desporto motorizado acompanha o desporto tamb\u00e9m fora das transmiss\u00f5es em direto: em 2025 a F\u00f3rmula 1 ultrapassou os 114,5 milh\u00f5es de seguidores nas redes sociais. Um patrocinador que conta a sua parceria chega a esse p\u00fablico nos canais que usa todos os dias, em vez de se limitar \u00e0 exposi\u00e7\u00e3o do log\u00f3tipo durante a corrida.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Que conte\u00fados funcionam melhor para os patrocinadores?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Os bastidores do paddock, os conte\u00fados com pilotos e t\u00e9cnicos, os dados de desempenho quando o produto tem uma liga\u00e7\u00e3o real com a pista e os conte\u00fados nascidos da hospitalidade com os clientes. Uma s\u00e9rie curta e regular rende normalmente mais do que um \u00fanico grande v\u00eddeo.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n S\u00e3o precisos direitos espec\u00edficos para produzir conte\u00fados com uma equipa ou um piloto?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Sim. A imagem do piloto, as grava\u00e7\u00f5es nas zonas reservadas e a utiliza\u00e7\u00e3o da marca da equipa devem estar previstas no contrato, com canais, territ\u00f3rios e dura\u00e7\u00e3o. Um acordo que s\u00f3 prev\u00ea a visibilidade do log\u00f3tipo n\u00e3o basta para gravar v\u00eddeos ou usar o rosto do piloto numa campanha.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Como se mede o retorno dos conte\u00fados de patroc\u00ednio?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Com indicadores de alcance, envolvimento e a\u00e7\u00e3o: pessoas alcan\u00e7adas, intera\u00e7\u00f5es, contactos comerciais gerados, vendas. As visualiza\u00e7\u00f5es por si s\u00f3 n\u00e3o bastam: t\u00eam de ser ligadas aos objetivos de neg\u00f3cio definidos antes de assinar o patroc\u00ednio.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Qual \u00e9 a diferen\u00e7a entre ativa\u00e7\u00e3o e marketing de conte\u00fado?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

A ativa\u00e7\u00e3o \u00e9 tudo o que o patrocinador faz para tirar partido dos direitos adquiridos, dos eventos no circuito \u00e0 hospitalidade e aos concursos. O marketing de conte\u00fado \u00e9 a parte da ativa\u00e7\u00e3o que produz conte\u00fados para distribuir ao longo do tempo e nos canais da marca.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Um log\u00f3tipo num monolugar n\u00e3o \u00e9 um conte\u00fado. \u00c9 um direito. O valor de um patroc\u00ednio no desporto motorizado nasce quando esse direito se transforma em algo que as pessoas escolhem ver, partilhar e recordar. \u00c9 isso que entendemos por marketing de conte\u00fado no desporto: transformar o acordo assinado com uma equipa, um piloto ou […]<\/p>\n","protected":false},"author":14,"featured_media":196177,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20151,20150],"tags":[],"class_list":["post-241701","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-desportivo","category-patrocinio-desportivo"],"acf":[],"contentshake_article_id":"","yoast_head":"\nMarketing de conte\u00fado no desporto: para al\u00e9m do log\u00f3tipo<\/title>\n<meta name=\"description\" content=\"Marketing de conte\u00fado no desporto: como transformar um patroc\u00ednio no desporto motorizado em conte\u00fados, que 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