{"id":241709,"date":"2023-10-19T14:40:55","date_gmt":"2023-10-19T12:40:55","guid":{"rendered":"https:\/\/rtrsports.com\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\/"},"modified":"2026-10-09T15:26:14","modified_gmt":"2026-10-09T13:26:14","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: os verdadeiros benef\u00edcios do patroc\u00ednio"},"content":{"rendered":"<p>Se est\u00e1 disposto a investir num <strong>patroc\u00ednio desportivo<\/strong> apenas porque quer ganhar e obter visibilidade para a sua marca, est\u00e1 a cometer um grande erro. A visibilidade \u00e9 apenas um dos muitos benef\u00edcios que uma empresa ou uma marca pode retirar da colabora\u00e7\u00e3o com uma organiza\u00e7\u00e3o desportiva, e n\u00e3o \u00e9 de forma alguma o \u00fanico. Quando falamos de oportunidades de parceria com clientes ou novos contactos, procuramos sempre concentrar-nos n\u00e3o s\u00f3 na visibilidade que se pode obter ou nos resultados das corridas, mas tamb\u00e9m e sobretudo nos valores e nos benef\u00edcios de marketing que se podem aproveitar investindo nestes programas.<\/p>\n<h2>Valores em vez de resultados<\/h2>\n<p>Investir na <a href=\"https:\/\/rtrsports.com\/pt-pt\/formula-1-patrocinio\/\">F\u00f3rmula 1<\/a>, na F\u00f3rmula E ou no <a href=\"https:\/\/rtrsports.com\/pt-pt\/patrocinios-motogp\/\">MotoGP<\/a> n\u00e3o significa simplesmente escolher a equipa ou o piloto mais r\u00e1pido ou o que mais ganha. N\u00e3o funciona assim. Falamos de valores. Eis, por exemplo, uma pequena lista de alguns 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>tradi\u00e7\u00e3o e hist\u00f3ria<\/li>\n<li>glamour<\/li>\n<\/ul>\n<p>Se est\u00e1 a pensar patrocinar a <strong>F\u00f3rmula E<\/strong>, h\u00e1 outros valores a acrescentar, por exemplo:<\/p>\n<ul>\n<li>sustentabilidade<\/li>\n<li>progresso<\/li>\n<li>efici\u00eancia<\/li>\n<li>esp\u00edrito pioneiro<\/li>\n<li>tecnologia avan\u00e7ada<\/li>\n<li>novos desafios<\/li>\n<li>vis\u00e3o de futuro<\/li>\n<\/ul>\n<p>Incorporando nem que seja apenas alguns destes elementos na comunica\u00e7\u00e3o empresarial, qualquer marca pode construir um plano de comunica\u00e7\u00e3o rico em conte\u00fados, relevante, interessante e atual durante pelo menos cinco anos. <strong>A prop\u00f3sito, consegue encontrar a palavra \u00abganhar\u00bb na lista? N\u00e3o.<\/strong> Ganhar n\u00e3o \u00e9 um valor: \u00e9 aquilo a que se poderia chamar um extra, a cereja no topo do bolo.<\/p>\n<p><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 publica\u00e7\u00e3o da McLaren sobre a paragem recorde de 1,80 segundos no Grande Pr\u00e9mio do Catar de 2023, com as fun\u00e7\u00f5es da equipa das boxes\" width=\"752\" height=\"1168\" \/><\/p>\n<p><em>A publica\u00e7\u00e3o com que a McLaren anunciou o recorde. Fonte: McLaren Racing.<\/em><\/p>\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 os colaboradores da empresa um e-mail sobre o recorde que a equipa de F\u00f3rmula 1 estabeleceu no Grande Pr\u00e9mio do Catar de 2023: uma <strong>paragem nas boxes de 1,80 segundos<\/strong> no carro de Lando Norris, ainda hoje a mais r\u00e1pida da hist\u00f3ria da F\u00f3rmula 1. Um recorde alcan\u00e7ado gra\u00e7as a um enorme trabalho de equipa feito de ensaios constantes, treinos, aten\u00e7\u00e3o ao pormenor, concentra\u00e7\u00e3o e resili\u00eancia.<\/p>\n<p>Olhe para esta imagem: <strong>o piloto mal se v\u00ea<\/strong>; v\u00ea-se o carro e cerca de vinte pessoas \u00e0 sua volta para a paragem. Cerca de vinte pessoas que trabalham com o mesmo objetivo: dar aos dois pilotos as melhores hip\u00f3teses de sucesso. Muitas vezes concentramo-nos apenas no piloto e no carro em pista ou no p\u00f3dio, mas o trabalho da equipa e de cada um dos seus membros \u00e9 extraordin\u00e1rio. E \u00e9 uma hist\u00f3ria que um patrocinador pode contar sempre, seja qual for o resultado de domingo.<\/p>\n<h2>Porque \u00e9 que ganhar n\u00e3o \u00e9 o valor principal<\/h2>\n<p>Para al\u00e9m das vit\u00f3rias, 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 valor de um patroc\u00ednio desportivo, nem sequer o mais importante:<\/p>\n<ul>\n<li><strong>As vit\u00f3rias s\u00e3o ef\u00e9meras e imprevis\u00edveis.<\/strong> As equipas e os atletas atravessam ciclos de altos e baixos. As marcas precisam de uma coer\u00eancia de valores e benef\u00edcios que as vit\u00f3rias n\u00e3o podem garantir. As parcerias de longo prazo duram para al\u00e9m das vit\u00f3rias e das derrotas.<\/li>\n<li><strong>A viagem conta tanto como o destino.<\/strong> Os f\u00e3s ligam-se \u00e0s hist\u00f3rias de empenho, trabalho de equipa, resili\u00eancia e prepara\u00e7\u00e3o que o desporto oferece, independentemente do resultado final. O desporto permite \u00e0s marcas alinharem-se com valores mais profundos, como a excel\u00eancia, a dedica\u00e7\u00e3o, a comunidade e o trabalho de equipa, que duram mais do que qualquer t\u00edtulo.<\/li>\n<li><strong>A visibilidade dos parceiros perdura.<\/strong> A marca nos fatos de competi\u00e7\u00e3o, nos carros, nos equipamentos e nas instala\u00e7\u00f5es mant\u00e9m-se, ganhe quem ganhar. A exposi\u00e7\u00e3o continua nos bons e nos maus momentos.<\/li>\n<li><strong>Os conte\u00fados de bastidores criam afinidade.<\/strong> Os conte\u00fados em v\u00eddeo e nas redes sociais que mostram as pessoas e o lado humano do desporto refor\u00e7am a liga\u00e7\u00e3o, para al\u00e9m das vit\u00f3rias e das derrotas. Explicamos como transform\u00e1-los num plano no artigo sobre o <a href=\"https:\/\/rtrsports.com\/pt-pt\/blog\/the-role-of-content-in-successful-motorsport-sponsorship-comprehensive-content-marketing-strategies\/\">marketing de conte\u00fado no desporto<\/a>.<\/li>\n<li><strong>A hist\u00f3ria e a tradi\u00e7\u00e3o contam.<\/strong> A hist\u00f3ria e as tradi\u00e7\u00f5es de uma equipa com longo percurso s\u00e3o associa\u00e7\u00f5es de marca \u00fanicas e valiosas, que perduram durante gera\u00e7\u00f5es.<\/li>\n<li><strong>As experi\u00eancias diretas com os f\u00e3s deixam marca.<\/strong> A hospitalidade, os eventos e as visitas \u00e0s boxes geram envolvimento: os f\u00e3s adoram experi\u00eancias, quer a sua equipa ganhe ou perca nesse dia.<\/li>\n<li><strong>As parcerias tecnol\u00f3gicas d\u00e3o frutos.<\/strong> Os equipamentos, a tecnologia e a an\u00e1lise de dados retiram valor da pr\u00f3pria colabora\u00e7\u00e3o, n\u00e3o do resultado em pista.<\/li>\n<li><strong>Filantropia e impacto na comunidade.<\/strong> O trabalho social de equipas, campeonatos e atletas faz a diferen\u00e7a durante todo o ano e d\u00e1 um significado que vai al\u00e9m dos resultados desportivos.<\/li>\n<\/ul>\n<p>A quest\u00e3o \u00e9 que, embora <strong>ganhar seja uma vantagem<\/strong>, em muitos casos n\u00e3o \u00e9 o fator mais importante. As parcerias desportivas deviam concentrar-se sobretudo nos valores partilhados, nas experi\u00eancias e na visibilidade, ou seja, nas \u00e1reas que geram benef\u00edcios independentemente de quem chega em primeiro. As raz\u00f5es concretas pelas quais o desporto ajuda uma empresa a crescer est\u00e3o reunidas no nosso guia sobre os <a href=\"https:\/\/rtrsports.com\/pt-pt\/blog\/how-sports-sponsorship-can-help-your-brand-to-boost\/\">benef\u00edcios do patroc\u00ednio desportivo<\/a>.<\/p>\n<p>Naturalmente, quando a equipa ou o atleta ganha, cria-se uma liga\u00e7\u00e3o emocional adicional. Para um patrocinador, poder partilhar esse momento e celebrar o resultado \u00e9 a cereja no topo do bolo. Mas n\u00e3o pode ser a expectativa principal.<\/p>\n<h2>Patrocinar com intelig\u00eancia, n\u00e3o com esfor\u00e7o<\/h2>\n<p>Os patrocinadores inteligentes constroem as parcerias n\u00e3o com base em vit\u00f3rias e derrotas, mas naquilo que o patroc\u00ednio pode oferecer \u00e0 marca: acesso, envolvimento, notoriedade e valores para comunicar. S\u00e3o estes elementos que garantem um retorno s\u00f3lido, quer a equipa chegue em primeiro quer chegue em \u00faltimo.<\/p>\n<p>No fim, a vit\u00f3ria n\u00e3o \u00e9 algo com que uma marca possa contar. No entanto, concentrando-se nos outros benef\u00edcios do patroc\u00ednio desportivo, \u00e9 poss\u00edvel construir parcerias produtivas mesmo sem a emo\u00e7\u00e3o do primeiro lugar. As vit\u00f3rias chegar\u00e3o e ser\u00e3o a cereja no topo do bolo. Mas n\u00e3o s\u00e3o o bolo que alimenta uma parceria de longo prazo.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Perguntas frequentes sobre os benef\u00edcios do patroc\u00ednio desportivo<\/b><\/h2>\r\n        \r\n        <br \/>\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>Ganhar \u00e9 importante num patroc\u00ednio desportivo?<\/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>Ganhar \u00e9 uma vantagem, mas n\u00e3o \u00e9 um valor sobre o qual construir um patroc\u00ednio. Os resultados s\u00e3o imprevis\u00edveis: uma parceria s\u00f3lida assenta nos valores do desporto escolhido, na visibilidade constante, nos conte\u00fados e nas experi\u00eancias, que geram benef\u00edcios seja qual for a classifica\u00e7\u00e3o.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\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>Que benef\u00edcios tem um patroc\u00ednio desportivo para al\u00e9m da visibilidade?<\/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>A associa\u00e7\u00e3o aos valores do desporto, os conte\u00fados de bastidores, as experi\u00eancias de hospitalidade para clientes e colaboradores, as parcerias tecnol\u00f3gicas, o acesso a uma rede de rela\u00e7\u00f5es e a possibilidade de comunicar o compromisso social da marca.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\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>Que valores est\u00e3o associados \u00e0 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>Tecnologia ao mais alto n\u00edvel, investiga\u00e7\u00e3o e desenvolvimento, internacionalidade, competitividade, velocidade, excel\u00eancia, alto desempenho, esp\u00edrito de equipa, tradi\u00e7\u00e3o e glamour. S\u00e3o valores que uma marca pode usar na sua comunica\u00e7\u00e3o durante anos, independentemente dos resultados da equipa.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\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>Que valores est\u00e3o associados \u00e0 F\u00f3rmula E?<\/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>Sustentabilidade, progresso, efici\u00eancia, esp\u00edrito pioneiro, tecnologia avan\u00e7ada, abertura a novos desafios e vis\u00e3o de futuro. S\u00e3o especialmente adequados \u00e0s marcas que querem comunicar inova\u00e7\u00e3o e compromisso ambiental.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\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 comunica um patroc\u00ednio quando a equipa n\u00e3o ganha?<\/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>Contando o trabalho de equipa, as pessoas, a tecnologia e as experi\u00eancias. A paragem nas boxes de 1,80 segundos da McLaren no Catar em 2023 \u00e9 um exemplo: uma hist\u00f3ria de prepara\u00e7\u00e3o e precis\u00e3o que tem valor para um patrocinador independentemente do resultado da corrida.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\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>Em que se baseia um patroc\u00ednio desportivo eficaz?<\/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>Nos valores partilhados entre a marca e a propriedade desportiva, em objetivos claros, num plano de ativa\u00e7\u00e3o e de conte\u00fados e numa medi\u00e7\u00e3o do retorno ligada aos resultados de neg\u00f3cio. A vit\u00f3ria, quando chega, \u00e9 um extra.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>Se est\u00e1 disposto a investir num patroc\u00ednio desportivo apenas porque quer ganhar e obter visibilidade para a sua marca, est\u00e1 a cometer um grande erro. A visibilidade \u00e9 apenas um dos muitos benef\u00edcios que uma empresa ou uma marca pode retirar da colabora\u00e7\u00e3o com uma organiza\u00e7\u00e3o desportiva, e n\u00e3o \u00e9 de forma alguma o \u00fanico. [&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":[20151,20150],"tags":[],"class_list":["post-241709","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","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>Benef\u00edcios do patroc\u00ednio desportivo para al\u00e9m de ganhar<\/title>\n<meta name=\"description\" content=\"Os benef\u00edcios do patroc\u00ednio desportivo n\u00e3o dependem de ganhar: os valores da F1 e da F\u00f3rmula E, o recorde de 1,80 segundos da McLaren e o que conta.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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