{"id":242423,"date":"2024-01-05T16:27:36","date_gmt":"2024-01-05T15:27:36","guid":{"rendered":"https:\/\/rtrsports.com\/formula-e-patrocinios-empresas-futuro\/"},"modified":"2025-07-16T16:32:27","modified_gmt":"2025-07-16T14:32:27","slug":"formula-e-patrocinios-empresas-futuro","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pt-pt\/blogue\/formula-e-patrocinios-futuro-empresarial\/","title":{"rendered":"F\u00f3rmula E: patroc\u00ednios, neg\u00f3cios e o futuro"},"content":{"rendered":"

O crescimento exponencial das s\u00e9ries totalmente el\u00e9ctricas da FIA<\/strong> \u00e9 um sinal significativo dado, tanto a n\u00edvel desportivo como de patroc\u00ednio<\/strong>, a todos os campeonatos e ligas profissionais, bem como a todos os que se dedicam ao marketing desportivo. Se queres ser grande, este \u00e9 o momento certo para come\u00e7ares a pensar no futuro das disciplinas desportivas e nas oportunidades de neg\u00f3cio<\/strong> que as acompanham.<\/p>\n

N\u00e3o \u00e9 por acaso que a F\u00f3rmula E<\/strong> catalisou muito rapidamente a aten\u00e7\u00e3o de fabricantes, investidores, patrocinadores e partes interessadas, assumindo o papel de “next big thing” do patroc\u00ednio no desporto autom\u00f3vel e noutros desportos. N\u00e3o podemos – e n\u00e3o devemos – esquecer que os campeonatos de desporto motorizado n\u00e3o s\u00e3o meros eventos desportivos, mas s\u00e3o basicamente exerc\u00edcios de marketing e plataformas de I&D para os fabricantes de autom\u00f3veis e bicicletas. MotoGP<\/strong><\/a>a F\u00f3rmula 1<\/strong>, a F\u00f3rmula E<\/strong> e desportos semelhantes s\u00e3o as ferramentas que os construtores utilizam para mostrar ao p\u00fablico a sua for\u00e7a e para desenvolver as tecnologias que ir\u00e3o montar nos carros e motos do futuro.<\/p>\n

A F\u00f3rmula E e os fabricantes de autom\u00f3veis<\/h3>\n

Se partirmos do ponto de vista anterior, a raz\u00e3o pela qual a F\u00f3rmula E<\/strong> se tornou t\u00e3o apreciada pelos construtores \u00e9 evidente: a mobilidade el\u00e9ctrica<\/strong> \u00e9 o futuro da ind\u00fastria autom\u00f3vel de massas e o presente das iniciativas de I&D<\/strong> empreendidas pelos fabricantes de autom\u00f3veis. Por outro lado, os motores a gasolina e a combust\u00e3o, que ainda trazem consigo o charme dos tempos passados, t\u00eam uma pequena margem de crescimento na mente dos projectistas, a quem os investidores pedem que trabalhem tendo em conta as quest\u00f5es ambientais e de sustentabilidade. Neste contexto, n\u00e3o \u00e9 de estranhar que a dire\u00e7\u00e3o da Mercedes<\/strong> tenha questionado a presen\u00e7a futura do carro de corrida da marca de Estugarda<\/strong> no campeonato de F\u00f3rmula 1<\/strong> e esteja disposta a empenhar-se numa rela\u00e7\u00e3o forte e duradoura com a F\u00f3rmula E.<\/strong><\/p>\n

A F\u00f3rmula E e os patrocinadores<\/h3>\n

Se o ponto de vista dos construtores n\u00e3o \u00e9 surpreendente, a enorme aten\u00e7\u00e3o que os patrocinadores<\/strong> e os potenciais investidores est\u00e3o a prestar \u00e0 F\u00f3rmula E<\/strong> \u00e9 bastante impressionante e este \u00e9 o verdadeiro sinal que denota o excelente estado deste campeonato<\/strong><\/a>.<\/p>\n

Como j\u00e1 foi referido noutras ocasi\u00f5es nas p\u00e1ginas deste blogue, as empresas podem ter muitas boas raz\u00f5es para quererem patrocinar a F\u00f3rmula E<\/strong>: sustentabilidade<\/strong> ambiental ,<\/strong> a possibilidade de se dirigirem aos adeptos nos centros das cidades onde se realizam as corridas, o car\u00e1cter internacional do Campeonato<\/strong> e, por \u00faltimo, mas n\u00e3o menos importante, a oportunidade de estabelecerem contacto com os principais fabricantes e patrocinadores<\/strong>.<\/p>\n

Por um lado, este sinal d\u00e1 boas esperan\u00e7as para o futuro desta s\u00e9rie. Por outro lado – o que \u00e9 mais importante – deve levar a considera\u00e7\u00f5es gerais sobre o papel e o futuro do patroc\u00ednio desportivo<\/strong> e do<\/strong> marketing desportivo<\/strong>.<\/p>\n

Patroc\u00ednios, F\u00f3rmula E e o estado da arte da ind\u00fastria<\/h3>\n

patroc\u00ednio da F\u00f3rmula E<\/strong><\/a> oferece ao <\/span> sector do<\/span>patroc\u00ednio<\/span> um sinal importante, que n\u00e3o deve ser ignorado. Nos \u00faltimos anos, ouvimos frequentemente falar de “crise da ind\u00fastria”, “redu\u00e7\u00e3o de recursos” e falta de confian\u00e7a das empresas no desporto em geral. A F\u00f3rmula E \u00e9 um dos muitos exemplos que poder\u00edamos citar e que mostram claramente uma verdade importante: as empresas continuam dispostas a prestar aten\u00e7\u00e3o e a investir os seus recursos em \u00e1reas onde as propostas, os valores, o horizonte futuro e as pessoas envolvidas valem a pena.<\/strong><\/p>\n

Os argumentos sobre os fabricantes de autom\u00f3veis que abord\u00e1mos nas linhas anteriores aplicam-se essencialmente tamb\u00e9m aos patroc\u00ednios desportivos. Se se trata de um exerc\u00edcio de marketing, ent\u00e3o esse exerc\u00edcio deve necessariamente ter ingredientes e sistemas de valores capazes de conduzir as marcas (e os clientes) para o futuro. Num contexto em que as empresas t\u00eam \u00e0 sua disposi\u00e7\u00e3o centenas de estrat\u00e9gias de comunica\u00e7\u00e3o, arranjar dinheiro para patroc\u00ednios sem conseguir oferecer uma contrapartida \u00e0 altura do mercado atual est\u00e1 longe de ser cred\u00edvel<\/strong>.<\/p>\n

Vamos olhar para a quest\u00e3o de um outro ponto de vista.<\/strong> Se os clientes, a aten\u00e7\u00e3o do p\u00fablico e o mercado mudaram, ent\u00e3o as motiva\u00e7\u00f5es e as metodologias subjacentes aos patroc\u00ednios tamb\u00e9m t\u00eam de mudar<\/strong>. Isto abre um novo cap\u00edtulo nesta hist\u00f3ria que pode levar p\u00e1ginas e p\u00e1ginas a escrever, se estiveres disposto a investigar todas as facetas poss\u00edveis. Receio que este n\u00e3o seja o lugar certo para longas discuss\u00f5es te\u00f3ricas e conceptuais. No entanto, vale a pena fazer apenas algumas observa\u00e7\u00f5es para exemplificar.<\/p>\n

No passado, a visibilidade<\/strong> – especialmente nas redes de televis\u00e3o – era o foco de qualquer bom programa de patroc\u00ednio<\/strong>. Quanto mais importante fosse a exposi\u00e7\u00e3o da marca e quanto maior fosse o tempo no ecr\u00e3, maior seria a visibilidade da marca e, consequentemente, maior seria a satisfa\u00e7\u00e3o e o retorno para a empresa patrocinadora. \u00c9 evidente que, para as pessoas envolvidas neste neg\u00f3cio, a situa\u00e7\u00e3o mudou radicalmente nos nossos dias.<\/strong> A visibilidade continua a ser importante, \u00e9 certo, mas a polui\u00e7\u00e3o do tempo de visualiza\u00e7\u00e3o dos clientes e consumidores pela sobrelota\u00e7\u00e3o visual, medi\u00e1tica e comercial afectou definitivamente as l\u00f3gicas de patroc\u00ednio. Onde antes havia dez canais, agora h\u00e1 mil. Onde antes havia um jornal desportivo, agora h\u00e1 milhares de revistas e uma fragmenta\u00e7\u00e3o excessiva de organiza\u00e7\u00f5es noticiosas especializadas. Isto sem mencionar o papel da Internet, como \u00e9 \u00f3bvio.<\/p>\n

A visibilidade oferecida pelos patroc\u00ednios desportivos nos tempos modernos foi substitu\u00edda pela necessidade de as marcas estarem ligadas a disciplinas, causas e eventos com os quais partilham valores e uma vis\u00e3o de futuro<\/strong>, que \u00e9 a base de uma estrat\u00e9gia de comunica\u00e7\u00e3o homog\u00e9nea e eficaz. As empresas est\u00e3o agora – com toda a justi\u00e7a – sob a press\u00e3o dos consumidores e das associa\u00e7\u00f5es profissionais que lhes pedem que defendam valores positivos como a sustentabilidade, a igualdade e o respeito. Escusado ser\u00e1 dizer que \u00e9 essencial que tamb\u00e9m as l\u00f3gicas de patroc\u00ednio se adaptem a este novo cen\u00e1rio.<\/p>\n

Patroc\u00ednio e F\u00f3rmula E: ve\u00edculos el\u00e9ctricos e uma nova forma de comunica\u00e7\u00e3o<\/h3>\n

Voltemos ao campeonato das quatro rodas el\u00e9ctricas. \u00c9 evidente que as empresas est\u00e3o agora interessadas em algumas quest\u00f5es-chave que s\u00e3o essenciais para qualquer estrat\u00e9gia de comunica\u00e7\u00e3o: a necessidade de se ligarem a temas de sustentabilidade ambiental, a necessidade de estabelecerem la\u00e7os com disciplinas com um n\u00edvel t\u00e9cnico muito avan\u00e7ado, a necessidade de comunica\u00e7\u00e3o global em v\u00e1rios mercados ao mesmo tempo e, por \u00faltimo, mas n\u00e3o menos importante, a necessidade de terem um grande n\u00famero de interlocutores de alto n\u00edvel, como as grandes ind\u00fastrias autom\u00f3veis e as grandes marcas (e os respectivos consumidores). Ironicamente, o que \u00e9 provavelmente o ponto mais surpreendente, a for\u00e7a motriz comercial e empresarial que este campeonato est\u00e1 a exercer \u00e9 provavelmente maior do que a sua for\u00e7a enquanto disciplina desportiva<\/strong>. A F\u00f3rmula E est\u00e1 num padr\u00e3o de crescimento constante, mas seria errado dizer que ultrapassou, pelo menos em termos desportivos, s\u00e9ries hist\u00f3ricas como a F1<\/strong> e outras competi\u00e7\u00f5es de corridas populares que os f\u00e3s adoram.<\/p>\n

Este \u00e9 mais um ponto interessante para as pessoas envolvidas no marketing desportivo<\/strong>. Talvez, pela primeira vez na hist\u00f3ria da ind\u00fastria do patroc\u00ednio, esta disciplina tenha um poder comercial e de comunica\u00e7\u00e3o muito para al\u00e9m da sua import\u00e2ncia e interesse como desporto.<\/strong> Podemos dizer que, antes de ser um grande desporto, a F\u00f3rmula E \u00e9 uma grande oportunidade de comunica\u00e7\u00e3o e de networking para todos os seus interlocutores, tanto internos como externos.<\/p>\n

Custos de patroc\u00ednio na F\u00f3rmula E<\/h3>\n

Como o contexto acima ilustrado sugere, os custos de patroc\u00ednio na F\u00f3rmula E est\u00e3o em linha com o que podes esperar sentado numa prestigiada mesa de negocia\u00e7\u00f5es. Embora ainda estejam longe dos custos da F\u00f3rmula 1<\/strong>, os pacotes de patroc\u00ednio na F\u00f3rmula E ultrapassaram largamente os custos<\/strong> do MotoGP<\/strong>. ultrapassaram largamente os custos do MotoGP<\/a><\/strong> e de muitos outros desportos motorizados e n\u00e3o motorizados. Embora a nossa inten\u00e7\u00e3o aqui n\u00e3o seja dar n\u00fameros precisos, os pacotes de n\u00edvel de entrada na F\u00f3rmula E ascendem a cerca de 300-400.000 \u20ac por ano<\/strong>. Estes valores podem aumentar para v\u00e1rios milh\u00f5es de euros se inclu\u00edrem hospitalidade, apoio de comunica\u00e7\u00e3o alargado, grandes instala\u00e7\u00f5es para exposi\u00e7\u00e3o da marca, etc.<\/p>\n

Como explicado acima, ao pagarem estes montantes, os patrocinadores t\u00eam em m\u00e3os activos de comunica\u00e7\u00e3o impressionantes e, o que \u00e9 mais importante, tornam-se parceiros de grupos de renome mundial, como a Audi, a Porsche, a BMW, etc., o que lhes d\u00e1 acesso a marcas igualmente prestigiadas, com as oportunidades de neg\u00f3cio associadas. D\u00e1 uma vista de olhos ao panorama dos patrocinadores das equipas para compreenderes o n\u00edvel das marcas em jogo.<\/p>\n

Se pretenderes receber informa\u00e7\u00f5es ou tiveres qualquer pedido relativo a patroc\u00ednios na F\u00f3rmula E<\/a> e nos outros grandes campeonatos de desportos motorizados, contacta-nos atrav\u00e9s de info@rtrsports.com<\/strong><\/a> ou atrav\u00e9s do nosso s\u00edtio Web rtrsports.com\/pt<\/a><\/p>\n

Gostou deste post? N\u00e3o perca a oportunidade de o partilhar! <\/strong><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

O crescimento exponencial das s\u00e9ries totalmente el\u00e9ctricas da FIA \u00e9 um sinal significativo dado, tanto a n\u00edvel desportivo como de patroc\u00ednio, a todos os campeonatos e ligas profissionais, bem como a todos os que se dedicam ao marketing desportivo. Se queres ser grande, este \u00e9 o momento certo para come\u00e7ares a pensar no futuro das […]<\/p>\n","protected":false},"author":2,"featured_media":190793,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20226],"tags":[],"class_list":["post-242423","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sem-categoria-pt-pt"],"acf":[],"contentshake_article_id":"","yoast_head":"\nF\u00f3rmula E: patroc\u00ednios, neg\u00f3cios e o futuro<\/title>\n<meta name=\"description\" content=\"O crescimento exponencial das s\u00e9ries totalmente el\u00e9ctricas da FIA \u00e9 um sinal significativo dado a n\u00edvel desportivo e de patroc\u00ednio a todos os campeonatos e ligas profissionais\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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