{"id":295949,"date":"2025-07-10T13:16:06","date_gmt":"2025-07-10T11:16:06","guid":{"rendered":"https:\/\/rtrsports.com\/patrocinaste-um-desporto-porque-e-que-a-tua-posicao-e-importante\/"},"modified":"2025-07-10T13:22:26","modified_gmt":"2025-07-10T11:22:26","slug":"patrocinaste-um-desporto-porque-e-que-a-tua-posicao-e-importante","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pt-pt\/blog\/sponsoring-sport-youre-positioned-matters\/","title":{"rendered":"Patrocinaste um desporto? Porque \u00e9 que a tua posi\u00e7\u00e3o \u00e9 importante"},"content":{"rendered":"<p>No <strong>patroc\u00ednio desportivo<\/strong>, o posicionamento f\u00edsico dos patrocinadores \u00e9 de grande import\u00e2ncia para determinar a visibilidade e garantir um bom ROI. Posi\u00e7\u00f5es diferentes t\u00eam custos diferentes e visibilidade diferente, e isso pode, naturalmente, depender de v\u00e1rios factores &#8211; as plataformas em que ser\u00e3o distribu\u00eddos, por exemplo, e a popularidade ou dinamismo do desporto em quest\u00e3o. Estes dois factores determinar\u00e3o a dimens\u00e3o da audi\u00eancia e o alcance potencial da tua campanha. <strong> <\/strong><\/p>\n<h2><strong>Onde \u00e9 que o patrocinador pode ser colocado? <\/strong><\/h2>\n<p>Geralmente, os patrocinadores podem ser posicionados em cinco locais (ou &#8220;macro elementos&#8221;):<\/p>\n<ul>\n<li>sobre o cavaleiro<\/li>\n<li>na mota<\/li>\n<li>na garagem, no cami\u00e3o e noutras instala\u00e7\u00f5es da equipa<\/li>\n<li>sobre os uniformes da equipa e do pessoal<\/li>\n<li>em ou em materiais de comunica\u00e7\u00e3o, tais como s\u00edtios Web, comunicados de imprensa e revistas<\/li>\n<\/ul>\n<p>Um patrocinador pode aparecer num, em mais do que um, ou em todos estes locais, e \u00e9 prov\u00e1vel que cada elemento desempenhe fun\u00e7\u00f5es diferentes em alturas diferentes durante a campanha de patroc\u00ednio. Na maioria das campanhas, o patrocinador principal e os parceiros-chave aparecer\u00e3o em todos os materiais, enquanto que os patroc\u00ednios mais pequenos ter\u00e3o naturalmente de excluir algumas destas \u00e1reas.<\/p>\n<h2><strong>Quais s\u00e3o os cargos mais vis\u00edveis para um patrocinador desportivo?<\/strong><\/h2>\n<p>Num mundo de marketing que \u00e9 liderado por pesquisas, relat\u00f3rios e bases de dados, \u00e9 improv\u00e1vel que a tua intui\u00e7\u00e3o seja a melhor op\u00e7\u00e3o para fazeres esta escolha. Em vez disso, opta por uma an\u00e1lise que te possa dar uma decis\u00e3o informada, baseada nos teus objectivos e or\u00e7amento espec\u00edficos. Os dados da Clearsight sobre o \u00faltimo ano do <strong>MotoGP e fornecidos a ag\u00eancias e equipas<\/strong> mostram claramente quais as posi\u00e7\u00f5es mais vis\u00edveis em cada piloto e em cada moto.<\/p>\n<p>\u00c9 importante notar que<strong> o piloto gera tanta, se n\u00e3o mais, visibilidade para os patrocinadores do que a pr\u00f3pria mota<\/strong>. O gr\u00e1fico de pizza abaixo, de um estudo da Clearsight sobre uma equipa que, por raz\u00f5es \u00f3bvias, n\u00e3o podemos nomear, dividiu os pesos da visibilidade ao longo do fim de semana de corrida. Aqui, vemos que o piloto gera 48% da visibilidade, a mota 27%, o staff 13% e a garagem 7%.<\/p>\n<p><a href=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/schermata-2018-08-01-alle-11.35.31-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-large wp-image-19051\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/schermata-2018-08-01-alle-11.35.31-2.png\" alt=\"posicionamento do patrocinador\" width=\"484\" height=\"400\" \/><\/a>Obviamente, estas percentagens diferem de equipa para equipa e de fim de semana para fim de semana. Mas o exemplo sublinha um facto que \u00e9 muitas vezes subestimado: que grande parte da visibilidade de um patrocinador \u00e9 gerada durante entrevistas, confer\u00eancias de imprensa e outros momentos em que a moto n\u00e3o est\u00e1 presente.<\/p>\n<p>Um pequeno espa\u00e7o no fato do ciclista, numa posi\u00e7\u00e3o de grande visibilidade durante uma entrevista televisiva, pode gerar retornos de visibilidade superiores aos das grandes marcas na bicicleta. Afinal de contas, uma bicicleta est\u00e1 quase sempre em movimento e raramente \u00e9 enquadrada diretamente na c\u00e2mara.<\/p>\n<h2><strong>Onde deve aparecer o patroc\u00ednio numa bicicleta? <\/strong><\/h2>\n<p>Se decidires colocar o teu nome e log\u00f3tipo numa mota <strong>de MotoGP <\/strong>, \u00e9 importante saber qual a parte da mota que ter\u00e1 mais retorno. Pode parecer \u00f3bvio que os log\u00f3tipos grandes em espa\u00e7os muito grandes, como as laterais das motos, s\u00e3o a solu\u00e7\u00e3o mais eficaz. No entanto, este pode n\u00e3o ser o caso &#8211; e de facto, a investiga\u00e7\u00e3o mostra que a carenagem frontal, composta pela \u00e1rea \u00e0 volta do n\u00famero e do para-brisas, \u00e9 o melhor local para a visibilidade.<\/p>\n<p>O gr\u00e1fico abaixo examina seis \u00e1reas do motociclo:<\/p>\n<ul>\n<li>Carenagem frontal (vermelho)<\/li>\n<li>Zona alta das barrigas (p\u00farpura)<\/li>\n<li>Zona inferior do ventre (laranja)<\/li>\n<li>Cauda e tanque (azul)<\/li>\n<li>Para-choques dianteiro (amarelo)<\/li>\n<li>Para-lamas traseiro e bra\u00e7o oscilante (verde)<\/li>\n<\/ul>\n<p><a href=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/repsol-3.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-large wp-image-19050\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/repsol-3.jpg\" alt=\"patroc\u00ednio de motas\" width=\"600\" height=\"351\" \/><\/a>Neste caso, a carenagem gera 33% de toda a visibilidade da moto, enquanto o segundo lugar \u00e9 ocupado pelo dep\u00f3sito e pela zona traseira (23%). Apenas na terceira posi\u00e7\u00e3o est\u00e1 a grande carenagem lateral (18%), n\u00e3o muito longe da fina faixa na zona inferior (16%). Entretanto, os dois guarda-lamas s\u00e3o quase invis\u00edveis, acrescentando 10% ao total.<\/p>\n<p>Se pensares na <strong>forma como uma moto \u00e9 vista durante um Grande Pr\u00e9mio<\/strong>, estas estat\u00edsticas n\u00e3o s\u00e3o assim t\u00e3o surpreendentes. \u00c9 muito raro que uma moto seja enquadrada de lado, numa posi\u00e7\u00e3o perfeitamente vertical, por exemplo. Na verdade, \u00e9 mais comum, devido \u00e0 posi\u00e7\u00e3o das c\u00e2maras de televis\u00e3o, que ela seja posicionada no final das rectas ou ao longo das curvas. Isto beneficia a frente e os lados baixos, que ficam muito expostos quando a moto est\u00e1 dobrada.<\/p>\n<p>O mesmo se aplica \u00e0s fotografias nos jornais, revistas e online: \u00e9 muito raro veres uma moto lateral na capa. Muito mais frequente \u00e9 a imagem frontal de uma curva impressionante, que mostra o talento das nossas superestrelas <strong>de MotoGP<\/strong>.<\/p>\n<h2><strong>Planeamento, estrat\u00e9gia e avalia\u00e7\u00e3o do patroc\u00ednio<\/strong><\/h2>\n<p>Um aspeto que deve ser retirado deste artigo \u00e9 a import\u00e2ncia do planeamento estrat\u00e9gico quando se trata de criar o teu plano de <strong>patroc\u00ednio desportivo<\/strong>. Se o diabo est\u00e1 nos detalhes (que \u00e9 o caso), o mesmo deve ser dito em rela\u00e7\u00e3o ao retorno de marketing e aos benef\u00edcios comerciais &#8211; que devem ser identificados ap\u00f3s um estudo cuidadoso de todos os factores em jogo.<\/p>\n<p>Pode parecer uma afirma\u00e7\u00e3o contr\u00e1ria, mas \u00e9 evidente que maior nem sempre \u00e9 melhor no <strong>patroc\u00ednio do desporto autom\u00f3vel<\/strong>. No posicionamento dos log\u00f3tipos dos patrocinadores, h\u00e1 posi\u00e7\u00f5es inteligentes e pequenos estratagemas que podem aumentar significativamente a exposi\u00e7\u00e3o da marca. <a href=\"https:\/\/rtrsports.com\/en\/blog\/sports-marketing-agencies-competences\/\">Os profissionais do sector sabem-no bem<\/a>, porque t\u00eam resmas de dados e m\u00faltiplos estudos de caso que o comprovam.<\/p>\n<p>O papel dos relat\u00f3rios \u00e9 central em qualquer plano de patroc\u00ednio &#8211; atrav\u00e9s dos relat\u00f3rios, podemos compreender completamente quais s\u00e3o os pontos fortes e fracos da nossa opera\u00e7\u00e3o, permitindo-nos corrigi-los, e calcular at\u00e9 que ponto o nosso patroc\u00ednio est\u00e1 a correr bem &#8211; e o que pode precisar de ser alterado.<\/p>\n<p>Se estiveres interessado em patroc\u00ednios, l\u00ea <a href=\"https:\/\/rtrsports.com\/pt-pt\/what-is-sports-sponsorship-activation-2\/\"><strong>Ativa\u00e7\u00e3o do patroc\u00ednio<\/strong><\/a> e contacta-nos atrav\u00e9s do nosso endere\u00e7o de e-mail: info@rtrsports.com<\/p>\n<h2><strong>RTR Marketing Desportivo<\/strong><\/h2>\n<p><strong>Durante mais de 20 anos, a RTR Sports Marketing especializou-se no patroc\u00ednio desportivo, com especial incid\u00eancia no <a href=\"https:\/\/rtrsports.com\/pt-pt\/portfolio_category\/patrocinios-pt-pt-2\/\">MotoGP e nos desportos motorizados<\/a>.<\/strong><\/p>\n<p><strong>Se est\u00e1s interessado nestes temas, ou se queres aprofundar e partilhar connosco os teus programas de marketing desportivo, podes escrever-nos a qualquer momento: info@rtrsports.com<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>No patroc\u00ednio desportivo, o posicionamento f\u00edsico dos patrocinadores \u00e9 de grande import\u00e2ncia para determinar a visibilidade e garantir um bom ROI. Posi\u00e7\u00f5es diferentes t\u00eam custos diferentes e visibilidade diferente, e isso pode, naturalmente, depender de v\u00e1rios factores &#8211; as plataformas em que ser\u00e3o distribu\u00eddos, por exemplo, e a popularidade ou dinamismo do desporto em quest\u00e3o. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":189647,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20151,20150],"tags":[21456,22324,22323],"class_list":["post-295949","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-desportivo","category-patrocinio-desportivo","tag-motogp-20","tag-patrocinadores-pt-pt","tag-posicionamento"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Patrocinaste um desporto? 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Porque \u00e9 que a tua posi\u00e7\u00e3o \u00e9 importante\" \/>\n<meta property=\"og:description\" content=\"Diferentes posi\u00e7\u00f5es t\u00eam custos diferentes e visibilidade diferente, o que pode, naturalmente, depender de v\u00e1rios factores.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/pt-pt\/blog\/sponsoring-sport-youre-positioned-matters\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RTRSportsMarketing\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/rtrsportsmarketing\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/repsol-4.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2001\" \/>\n\t<meta property=\"og:image:height\" content=\"1171\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Emanuele Venturoli\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@twitter.com\/RTR_motoGP\" \/>\n<meta name=\"twitter:site\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Emanuele Venturoli\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/blog\\\/sponsoring-sport-youre-positioned-matters\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/blog\\\/sponsoring-sport-youre-positioned-matters\\\/\"},\"author\":{\"name\":\"Emanuele Venturoli\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/#\\\/schema\\\/person\\\/6db38b859a8be0e39a3fb94a2a7b0a24\"},\"headline\":\"Patrocinaste um desporto? 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