{"id":241709,"date":"2023-10-19T14:41:39","date_gmt":"2023-10-19T12:41:39","guid":{"rendered":"https:\/\/rtrsports.com\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\/"},"modified":"2025-07-24T18:35:40","modified_gmt":"2025-07-24T16:35:40","slug":"in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pt-pt\/blogue\/em-marketing-desportivo-ganhar-nao-e-um-valor-nem-um-beneficio-de-marketing\/","title":{"rendered":"No marketing desportivo, ganhar n\u00e3o \u00e9 um valor, nem um benef\u00edcio de marketing"},"content":{"rendered":"<p>Se est\u00e1s disposto a investir num <a href=\"http:\/\/rtrsports.com\/en\"><strong>patroc\u00ednio desportivo<\/strong><\/a> s\u00f3 porque queres ganhar e dar visibilidade \u00e0 tua marca, est\u00e1s a cometer um grande erro. A visibilidade \u00e9 apenas um dos muitos benef\u00edcios que uma empresa ou marca pode obter ao colaborar com uma organiza\u00e7\u00e3o desportiva, mas n\u00e3o \u00e9 de forma alguma o \u00fanico. Quando falamos de oportunidades de parceria com clientes ou novos contactos, tentamos sempre focar-nos n\u00e3o s\u00f3 na visibilidade que pode ser alcan\u00e7ada ou nos resultados da corrida, mas tamb\u00e9m e sobretudo nos valores e benef\u00edcios de marketing que podem ser explorados ao investir nestes programas.<\/p>\n<h2>Valores em vez de resultados<\/h2>\n<p>Investir na <strong>F\u00f3rmula 1<\/strong>, <strong>F\u00f3rmula E<\/strong> ou <a href=\"https:\/\/rtrsports.com\/en\/motorsports-motogp-sponsorship-agency\/\"><strong>MotoGP<\/strong><\/a> n\u00e3o \u00e9 simplesmente escolher a equipa ou o piloto que tem um bom desempenho ou que ganha mais. N\u00e3o \u00e9 assim que funciona. Falamos de valores. Aqui tens, por exemplo, uma pequena lista de alguns dos valores associados \u00e0 <strong>F\u00f3rmula 1<\/strong>:<\/p>\n<ul>\n<li>Tecnologia ao mais alto n\u00edvel<\/li>\n<li>Investiga\u00e7\u00e3o e desenvolvimento<\/li>\n<li>Internacionalidade<\/li>\n<li>Competitividade<\/li>\n<li>Velocidade<\/li>\n<li>Excel\u00eancia<\/li>\n<li>Alto desempenho<\/li>\n<li>Esp\u00edrito de equipa<\/li>\n<li>Patrim\u00f3nio<\/li>\n<li>Glamour<\/li>\n<\/ul>\n<p>Se est\u00e1s a considerar <strong>patrocinar a F\u00f3rmula E<\/strong>, temos uma s\u00e9rie de outros valores a acrescentar, tais como:<\/p>\n<ul>\n<li>Sustentabilidade<\/li>\n<li>Progresso<\/li>\n<li>Efici\u00eancia<\/li>\n<li>Pioneiro\/precursor<\/li>\n<li>Tecnologia avan\u00e7ada<\/li>\n<li>Novos desafios<\/li>\n<li>Vis\u00e3o orientada para o futuro<\/li>\n<\/ul>\n<p>Basta incorporar alguns destes elementos na comunica\u00e7\u00e3o empresarial para que qualquer marca possa construir um plano de comunica\u00e7\u00e3o rico em conte\u00fados que seja relevante, interessante e atualizado durante pelo menos cinco anos. <strong>J\u00e1 agora, consegues identificar \u201cganhar\u201d na lista? N\u00c3O <\/strong>. Ganhar n\u00e3o \u00e9 um valor, \u00e9 aquilo a que se pode chamar um plus, a cereja no topo do bolo.<\/p>\n<h2><b><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-144071 size-full\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/photo_2023-10-10-09.04.50.jpeg\" alt=\"A McLaren mais r\u00e1pida nas boxes\" width=\"752\" height=\"1168\" \/><\/b><\/h2>\n<h2>Comunicar o trabalho de equipa<\/h2>\n<p>Gostaria de ser um dos patrocinadores da <strong>McLaren<\/strong> e ter a oportunidade de enviar a todos na empresa um e-mail com o recorde que a <strong>equipa de F1 da McLaren<\/strong> estabeleceu na corrida do Qatar: uma <strong>paragem nas boxes de 1,80 segundos<\/strong>. Um recorde alcan\u00e7ado gra\u00e7as a um trabalho de equipa muito forte, feito de testes cont\u00ednuos, exerc\u00edcios, aten\u00e7\u00e3o aos detalhes, concentra\u00e7\u00e3o, resili\u00eancia.<\/p>\n<p>Olha para esta fotografia: <strong>mal consegues ver o condutor<\/strong>, mas consegues ver o carro e 19 pessoas \u00e0 sua volta para a paragem nas boxes. 19 pessoas de entre milhares de empregados, a trabalhar com os mesmos objectivos: dar aos dois pilotos a melhor hip\u00f3tese de sucesso. Muitas vezes, s\u00f3 te concentras no piloto e no carro na pista ou no p\u00f3dio, mas o trabalho da equipa e de cada membro individual \u00e9 incr\u00edvel.<\/p>\n<p>Para al\u00e9m de ganharem corridas, as parcerias desportivas oferecem visibilidade, exposi\u00e7\u00e3o medi\u00e1tica, conte\u00fados de bastidores, experi\u00eancias para os f\u00e3s e alinhamento com os valores que as marcas procuram. \u00c9 por isso que ganhar n\u00e3o \u00e9 o \u00fanico, ou mesmo o mais importante, valor derivado dos patroc\u00ednios desportivos:<\/p>\n<ul>\n<li>As <strong>vit\u00f3rias s\u00e3o fugazes e imprevis\u00edveis<\/strong> &#8211; As equipas e os atletas passam por ciclos de altos e baixos. As marcas precisam de mais consist\u00eancia nos valores e benef\u00edcios do que a vit\u00f3ria proporciona. As parcerias a longo prazo perduram para al\u00e9m das vit\u00f3rias e das derrotas.<\/li>\n<li><strong>A viagem \u00e9 t\u00e3o importante como o destino<\/strong>: os adeptos ligam-se \u00e0s hist\u00f3rias inspiradoras de empenho, trabalho de equipa, resili\u00eancia e prepara\u00e7\u00e3o que o desporto oferece, independentemente dos resultados finais. Estas narrativas d\u00e3o sentido \u00e0 vit\u00f3ria ou \u00e0 derrota. O desporto permite \u00e0s marcas alinharem-se com valores mais profundos: excel\u00eancia, dedica\u00e7\u00e3o, comunidade, trabalho de equipa e muito mais. Os valores transcendem qualquer vit\u00f3ria ou t\u00edtulo. As marcas querem um patrim\u00f3nio ligado a ideais que perdurem.<\/li>\n<li>A <strong>visibilidade do parceiro perdura<\/strong> &#8211; A marca nos uniformes, ve\u00edculos da equipa, equipamento e instala\u00e7\u00f5es mant\u00e9m-se independentemente de quem ganha. A exposi\u00e7\u00e3o mant\u00e9m-se nos bons e maus momentos.<\/li>\n<li>Os <strong>conte\u00fados dos bastidores criam afinidade<\/strong> &#8211; Os conte\u00fados multim\u00e9dia e sociais que destacam as personalidades e o lado humano do desporto fomentam a liga\u00e7\u00e3o. Isto vai para al\u00e9m das vit\u00f3rias e das derrotas.<\/li>\n<li>O <strong>patrim\u00f3nio desportivo e a heran\u00e7a s\u00e3o importantes<\/strong> &#8211; A hist\u00f3ria e as tradi\u00e7\u00f5es de uma equipa de longa data s\u00e3o associa\u00e7\u00f5es de marca \u00fanicas e valiosas. Persistem durante gera\u00e7\u00f5es.<\/li>\n<li><strong>As experi\u00eancias diretas com os adeptos s\u00e3o significativas<\/strong> &#8211; hospitalidade, eventos, visitas guiadas e muito mais estimulam o envolvimento. Os adeptos adoram experi\u00eancias, quer a sua equipa ganhe ou perca nesse dia.<\/li>\n<li><strong>As parcerias de inova\u00e7\u00e3o s\u00e3o frutuosas<\/strong> &#8211; O equipamento, a tecnologia, a an\u00e1lise e muito mais obt\u00eam valor da pr\u00f3pria colabora\u00e7\u00e3o. Os resultados em campo n\u00e3o s\u00e3o o foco principal.<br \/>\nFilantropia e impacto na comunidade &#8211; O trabalho de caridade das equipas, ligas e atletas faz a diferen\u00e7a durante todo o ano. Isto proporciona um significado distinto dos resultados competitivos.<\/li>\n<\/ul>\n<p>A quest\u00e3o \u00e9 que, embora <strong>a vit\u00f3ria seja ben\u00e9fica<\/strong>, n\u00e3o \u00e9 o \u00fanico fator ou mesmo o mais importante em muitos casos. As parcerias desportivas devem centrar-se mais nos valores partilhados, na cria\u00e7\u00e3o de valor, nas experi\u00eancias e na visibilidade, \u00e1reas que geram benef\u00edcios independentemente de quem est\u00e1 em primeiro lugar.<\/p>\n<p>Claro que, quando a equipa ou o atleta ganha, cria-se uma liga\u00e7\u00e3o emocional adicional. Como patrocinador, poder partilhar esse momento e celebrar o resultado \u00e9 a \u201ccereja no topo do bolo\u201d que vem com a vit\u00f3ria. Mas n\u00e3o pode ser a tua principal expetativa.<\/p>\n<h2>Patroc\u00ednio inteligente, n\u00e3o dif\u00edcil<\/h2>\n<p><strong>Os patrocinadores<\/strong> e os desportistas <strong>inteligentes<\/strong> estruturam as parcerias n\u00e3o com base em vit\u00f3rias e derrotas, mas com base nas experi\u00eancias que podem oferecer \u00e0s marcas, no acesso, no envolvimento, na sensibiliza\u00e7\u00e3o e na apresenta\u00e7\u00e3o de valores. Estes elementos proporcionam um retorno s\u00f3lido, quer a equipa termine em primeiro ou em \u00faltimo lugar.<\/p>\n<p>No final, as marcas n\u00e3o podem contar com a vit\u00f3ria. Mas se te concentrares nos muitos outros benef\u00edcios do patroc\u00ednio desportivo, poder\u00e1s conseguir parcerias produtivas mesmo sem a emo\u00e7\u00e3o do primeiro lugar. As vit\u00f3rias vir\u00e3o e ser\u00e3o a cereja no topo do bolo. Mas n\u00e3o s\u00e3o o bolo em si que alimenta uma parceria a longo prazo.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Se est\u00e1s disposto a investir num patroc\u00ednio desportivo s\u00f3 porque queres ganhar e dar visibilidade \u00e0 tua marca, est\u00e1s a cometer um grande erro. A visibilidade \u00e9 apenas um dos muitos benef\u00edcios que uma empresa ou marca pode obter ao colaborar com uma organiza\u00e7\u00e3o desportiva, mas n\u00e3o \u00e9 de forma alguma o \u00fanico. Quando falamos [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":196165,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20147,20149],"tags":[],"class_list":["post-241709","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formula-1-pt-pt","category-formula1-pt-pt"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>No marketing desportivo, ganhar n\u00e3o \u00e9 um valor, nem um benef\u00edcio de marketing<\/title>\n<meta name=\"description\" content=\"Se est\u00e1s disposto a investir num patroc\u00ednio desportivo s\u00f3 porque queres ganhar, est\u00e1s a cometer um grande erro.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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