{"id":242447,"date":"2024-01-05T16:30:33","date_gmt":"2024-01-05T15:30:33","guid":{"rendered":"https:\/\/rtrsports.com\/i-choose-sport-sponsor-quick-guide\/"},"modified":"2026-09-08T17:11:56","modified_gmt":"2026-09-08T15:11:56","slug":"i-choose-sport-sponsor-quick-guide","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pt-pt\/blog\/i-choose-sport-sponsor-quick-guide\/","title":{"rendered":"Como escolher o desporto para patrocinar? Um guia r\u00e1pido"},"content":{"rendered":"

Este \u00e9 o grande dilema: devo seguir o meu instinto ou devo olhar para os n\u00fameros<\/strong>? Bem, vou olhar para os n\u00fameros \u2014 eles n\u00e3o mentem. Mas antes disso, o principal conselho \u00e9: escolha algo divertido e envolvente. Algo que fa\u00e7a os f\u00e3s saltar do sof\u00e1 e querer mais.<\/p>\n

O desporto \u00e9 entretenimento e n\u00e3o pode dar-se ao luxo de associar a sua marca a um espect\u00e1culo aborrecido<\/strong>. J\u00e1 foi ao cinema ver um filme insuport\u00e1vel? Tenho a certeza de que n\u00e3o o recomendou aos seus amigos depois. Se n\u00e3o estiver satisfeito, n\u00e3o s\u00f3 n\u00e3o incentiva as pessoas a irem \u2014 como as desencoraja ativamente, porque se preocupa com os seus amigos.<\/p>\n

O mesmo acontece no desporto e pode reduzir os resultados potenciais do seu programa de patrocinio<\/strong>.<\/p>\n

A qualidade do espect\u00e1culo \u00e9 um multiplicador do investimento em patrocinio: um desporto que cresce na percep\u00e7\u00e3o do p\u00fablico tamb\u00e9m traz o crescimento do valor das marcas que o patrocinam. Vimo-lo em primeira m\u00e3o com a F\u00f3rmula 1, que desde 2021 viveu um verdadeiro renascimento: de 400 milh\u00f5es de f\u00e3s em 2017 para 826 milh\u00f5es em 2024, com um aumento de 12% apenas no \u00faltimo ano.<\/p>\n

\"Escolher<\/p>\n

Como escolher<\/h2>\n

Quais s\u00e3o as caracter\u00edsticas que um desporto deve ter para ser uma excelente ferramenta para uma empresa?<\/p>\n

    \n
  1. Envolvente e divertido<\/strong><\/a><\/li>\n
  2. Os eventos n\u00e3o devem ser demasiado longos<\/strong>; o limiar de aten\u00e7\u00e3o \u00e9 hoje mais baixo do que no passado.<\/li>\n
  3. Internacional<\/strong> (especialmente se uma empresa opera em mais do que um pa\u00eds)<\/li>\n
  4. Ampla cobertura televisiva<\/strong> (grande audi\u00eancia e de prefer\u00eancia alguns ou a maioria dos eventos devem ser transmitidos em canais abertos e n\u00e3o exclusivamente em canais pagos)<\/li>\n
  5. Forte presen\u00e7a nas redes sociais<\/strong><\/a><\/li>\n
  6. Plataformas digitais alternativas<\/strong> para ver o espect\u00e1culo \u2014 Streaming<\/li>\n
  7. Limpo<\/strong> (algumas disciplinas s\u00e3o menos ou nada afetadas pela dopagem)<\/li>\n
  8. Sustent\u00e1vel<\/a><\/strong>. Alguns desportos est\u00e3o a implementar estrat\u00e9gias para compensar a sua pegada de carbono ou a passar \u00e0 eletricidade.<\/li>\n<\/ol>\n

    Esta \u00e9 a base que deve procurar ao escolher o seu desporto \u2014 e pode ser qualquer desporto se conseguir marcar a maioria destas caixas. Depois de selecionar os desportos com estas caracter\u00edsticas, os passos seguintes est\u00e3o ligados ao valor da disciplina: pode escolher algo alinhado com a sua marca ou algo que o ajude a reposicion\u00e1-la.<\/p>\n

    Ao mesmo tempo, precisamos de pensar nos nossos objetivos comerciais e de marketing<\/strong>. Por \u00faltimo, mas n\u00e3o menos importante: o or\u00e7amento. Precisamos de garantir que temos or\u00e7amento suficiente para realizar as atividades ao longo do ano.<\/p>\n

    \"Patrocinio<\/p>\n

    Comunica\u00e7\u00e3o, promo\u00e7\u00e3o, concursos<\/h2>\n

    Por fim, precisamos de pensar na configura\u00e7\u00e3o de todas as ferramentas para medir o ROI<\/strong>. J\u00e1 escolheu um desporto envolvente com todas as caracter\u00edsticas certas e est\u00e1 na posi\u00e7\u00e3o certa para construir um plano de patrocinio que aproveite ao m\u00e1ximo todas as oportunidades oferecidas pelo programa. Cada empresa \u00e9 diferente e tem necessidades diferentes, por isso cada plano de patrocinio \u00e9 personalizado. Se quiser um esquema com um exemplo geral, siga este link: o que \u00e9 um plano de patrocinio<\/a><\/p>\n

    Quando quiser falar sobre patrocinio, pode contactar-nos em info@rtrsports.com<\/a>.<\/p>\n

    Perguntas frequentes sobre como escolher o desporto para patrocinar<\/h2>\n
    \r\n\r\n

    Frequently Asked Questions<\/b><\/h2>\r\n \r\n
    \n
    \r\n\r\n

    \r\n Como se escolhe o desporto certo para um patrocinio?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    A escolha depende de 8 crit\u00e9rios fundamentais: envolvimento do p\u00fablico, dura\u00e7\u00e3o dos eventos, alcance internacional, cobertura televisiva, presen\u00e7a nas redes sociais, plataformas de streaming, aus\u00eancia de dopagem e sustentabilidade ambiental. Um desporto que satisfaz a maioria destes requisitos garante as condi\u00e7\u00f5es \u00f3timas para uma ativa\u00e7\u00e3o de patrocinio eficaz.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n

    \r\n\r\n

    \r\n \u00c9 melhor escolher um desporto alinhado com os valores da marca ou o mais popular?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    Idealmente ambos. O alinhamento de valores entre marca e desporto garante coer\u00eancia e credibilidade comunicativa; a popularidade maximiza a cobertura. Em caso de compromisso, o alinhamento de valores \u00e9 muitas vezes a op\u00e7\u00e3o mais estrat\u00e9gica: cria uma associa\u00e7\u00e3o mais duradoura e aut\u00eantica na percep\u00e7\u00e3o do p\u00fablico.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n

    \r\n\r\n

    \r\n Qu\u00e3o importante \u00e9 o or\u00e7amento na escolha do desporto para patrocinar?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    \u00c9 uma vari\u00e1vel determinante. O or\u00e7amento deve cobrir n\u00e3o apenas os direitos de patrocinio, mas tamb\u00e9m a ativa\u00e7\u00e3o: eventos, conte\u00fados, hospitalidade e digital. Um patrocinio n\u00e3o ativado produz resultados muito abaixo do seu potencial, independentemente da popularidade do desporto escolhido.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n

    \r\n\r\n

    \r\n F\u00f3rmula 1 ou MotoGP: qual \u00e9 o melhor investimento?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    Depende do mercado-alvo e dos objetivos da marca. A F\u00f3rmula 1 tem uma cobertura mais ampla na Am\u00e9rica do Norte, Europa e Oriente M\u00e9dio; o MotoGP domina na \u00c1sia (Indon\u00e9sia, Jap\u00e3o, Mal\u00e1sia) e no sul da Europa. A escolha depende de onde a marca quer construir a sua presen\u00e7a.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n

    \r\n\r\n

    \r\n Como se mede o ROI de um patrocinio desportivo?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    O ROI mede-se em m\u00faltiplas dimens\u00f5es: visibilidade medi\u00e1tica (valor publicit\u00e1rio equivalente), notoriedade e brand uplift, tr\u00e1fego digital e gera\u00e7\u00e3o de leads durante os eventos, e resultados comerciais a m\u00e9dio e longo prazo. \u00c9 importante configurar as ferramentas de medi\u00e7\u00e3o antes mesmo de assinar o acordo.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

    Este \u00e9 o grande dilema: devo seguir o meu instinto ou devo olhar para os n\u00fameros? Bem, vou olhar para os n\u00fameros \u2014 eles n\u00e3o mentem. Mas antes disso, o principal conselho \u00e9: escolha algo divertido e envolvente. Algo que fa\u00e7a os f\u00e3s saltar do sof\u00e1 e querer mais. O desporto \u00e9 entretenimento e n\u00e3o […]<\/p>\n","protected":false},"author":14,"featured_media":189536,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20150],"tags":[],"class_list":["post-242447","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-patrocinio-desportivo"],"acf":[],"contentshake_article_id":"","yoast_head":"\nComo escolher o desporto para patrocinar? 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