{"id":296338,"date":"2025-07-11T12:52:17","date_gmt":"2025-07-11T10:52:17","guid":{"rendered":"https:\/\/rtrsports.com\/patrocinio-e-poluicao-uma-questao-de-coerencia\/"},"modified":"2026-09-09T15:15:15","modified_gmt":"2026-09-09T13:15:15","slug":"patrocinio-e-poluicao-uma-questao-de-coerencia","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pt-pt\/blog\/sponsorship-pollution-matter-consistency\/","title":{"rendered":"Patroc\u00ednio e polui\u00e7\u00e3o: uma quest\u00e3o de coer\u00eancia"},"content":{"rendered":"

H\u00e1 alguns anos, o diretor de marketing de uma empresa industrial disse-me que nunca consideraria um patroc\u00ednio na F\u00f3rmula 1 ou no MotoGP. Motivo: a polui\u00e7\u00e3o. Disse-mo durante um almo\u00e7o de neg\u00f3cios em Mil\u00e3o, depois de ter percorrido uma centena de quil\u00f3metros de carro para me vir encontrar. A fruta que nos serviram chegava, como descobri ao perguntar ao empregado, da \u00c1frica do Sul e do Chile.<\/p>\n

N\u00e3o comentei. Mas esse encontro ficou-me na mem\u00f3ria, porque encerra de forma quase perfeita o problema que muitas marcas enfrentam quando se aproximam do motorsport: n\u00e3o \u00e9 uma quest\u00e3o de polui\u00e7\u00e3o em sentido absoluto. \u00c9 uma quest\u00e3o de coer\u00eancia. E a coer\u00eancia, em 2025, tornou-se a vari\u00e1vel mais cr\u00edtica para qualquer marca que queira construir um posicionamento ESG cred\u00edvel sem se expor ao risco de greenwashing.<\/p>\n

O paradoxo Aramco: mais honesto do que parece<\/h2>\n

Em 2021, a F\u00f3rmula 1 assinou um acordo de patroc\u00ednio com a Aramco, a maior empresa petrol\u00edfera do mundo. A rea\u00e7\u00e3o foi previs\u00edvel: sportswashing, hipocrisia, trai\u00e7\u00e3o dos objetivos clim\u00e1ticos. A Greenpeace tem, por v\u00e1rias vezes, visado a presen\u00e7a de patrocinadores ligados aos combust\u00edveis f\u00f3sseis no paddock da F\u00f3rmula 1.<\/p>\n

Existe, por\u00e9m, outra leitura, e \u00e9 essa que importa se se quiser compreender verdadeiramente a dire\u00e7\u00e3o em que o motorsport est\u00e1 a caminhar. A Aramco e a Shell s\u00e3o exatamente o tipo de empresa que deveria sentar-se \u00e0 mesa da transi\u00e7\u00e3o energ\u00e9tica no motorsport \u2014 porque s\u00e3o elas que est\u00e3o a financiar a investiga\u00e7\u00e3o sobre combust\u00edveis sint\u00e9ticos. O combust\u00edvel 100% sustent\u00e1vel que a F\u00f3rmula 1<\/a> adotar\u00e1 a partir da temporada de 2026 \u00e9 o produto direto destas parcerias. N\u00e3o \u00e9 um comunicado de imprensa. \u00c9 uma especifica\u00e7\u00e3o t\u00e9cnica validada pela FIA, adotada por todos os construtores de unidades de pot\u00eancia \u2014 Ferrari, Mercedes, Honda, Renault \u2014 e verific\u00e1vel no regulamento desportivo.<\/p>\n

Traduzido para linguagem comercial: a mesma ind\u00fastria acusada de poluir est\u00e1 a pagar para desenvolver a tecnologia que poder\u00e1 torn\u00e1-la obsoleta. Isto chama-se transi\u00e7\u00e3o industrial, n\u00e3o greenwashing. A distin\u00e7\u00e3o \u00e9 importante, e os CMO que a ignoram correm o risco de perder uma das narrativas de sustentabilidade mais cred\u00edveis dispon\u00edveis no mercado hoje.<\/p>\n

Os n\u00fameros que raramente s\u00e3o citados<\/h2>\n

A pegada ambiental da F\u00f3rmula 1 \u2014 corridas, log\u00edstica, paddock, hospitalidade, opera\u00e7\u00f5es das equipas \u2014 foi quantificada pela pr\u00f3pria F1 em aproximadamente 256.551 toneladas de CO\u2082 equivalente por temporada, segundo o relat\u00f3rio de sustentabilidade publicado em 2023. O dado inclui o transporte a\u00e9reo de todo o circus e a log\u00edstica intercontinental das equipas.<\/p>\n

Para enquadrar a escala: a ind\u00fastria global da avia\u00e7\u00e3o comercial produz cerca de 800 milh\u00f5es de toneladas de CO\u2082 por ano. O setor t\u00eaxtil e da moda \u00e9 respons\u00e1vel, segundo as estimativas do PNUA, por cerca de 10% das emiss\u00f5es industriais globais \u2014 mais do que toda a avia\u00e7\u00e3o e o transporte mar\u00edtimo combinados. A produ\u00e7\u00e3o de carne bovina emite, segundo a FAO, cerca de 7,1 mil milh\u00f5es de toneladas de CO\u2082 equivalente por ano.<\/p>\n

Estes n\u00fameros n\u00e3o justificam o motorsport: contextualizam-no. Quem usa o impacto ambiental da F\u00f3rmula 1 ou do MotoGP<\/a> como argumento para n\u00e3o patrocinar estas s\u00e9ries est\u00e1 a usar uma refer\u00eancia descontextualizada para justificar uma escolha que provavelmente tem outras raz\u00f5es. E \u00e9 exatamente esta incoer\u00eancia \u2014 n\u00e3o o motorsport \u2014 que cria problemas de posicionamento ESG.<\/p>\n

No que diz respeito \u00e0 transi\u00e7\u00e3o: o MotoGP anunciou a ado\u00e7\u00e3o de combust\u00edveis sustent\u00e1veis certificados a 40% em 2024, com um percurso para os 100% at\u00e9 2027. A Honda e a Yamaha est\u00e3o a investir no desenvolvimento de prot\u00f3tipos el\u00e9tricos para as categorias proped\u00eauticas. S\u00e3o compromissos industriais verific\u00e1veis, n\u00e3o declara\u00e7\u00f5es de princ\u00edpio.<\/p>\n

Tr\u00eas erros que as marcas repetem<\/h2>\n

Identifiquei tr\u00eas erros recorrentes nos respons\u00e1veis de marketing que abordam a quest\u00e3o ESG no motorsport. Cito-os n\u00e3o para os condenar \u2014 vi-os ser cometidos tamb\u00e9m por interlocutores com carteiras de patroc\u00ednio importantes e compet\u00eancias consolidadas.<\/p>\n

O primeiro erro \u00e9 recusar o motorsport por raz\u00f5es ambientais, mantendo entretanto uma carteira de patroc\u00ednios em desportos igualmente energ\u00edvoros e logisticamente pesados. O futebol europeu tem uma pegada log\u00edstica enorme: voos charter semanais, torneios internacionais, equipas que percorrem dezenas de milhares de quil\u00f3metros por temporada. A visibilidade do problema n\u00e3o \u00e9 proporcional \u00e0 sua escala \u2014 o motorsport \u00e9 vis\u00edvel, e por isso acaba sob os holofotes. Mas visibilidade e impacto n\u00e3o s\u00e3o a mesma coisa.<\/p>\n

O segundo erro \u00e9 o greenwashing de fachada: associar-se a uma equipa ou a uma s\u00e9rie de motorsport e limitar-se a comunicar o compromisso “verde” do campeonato sem integrar essa narrativa na pr\u00f3pria estrat\u00e9gia de produto ou cadeia de abastecimento. Se os combust\u00edveis sint\u00e9ticos da F1 n\u00e3o t\u00eam nada a ver com o que a marca produz ou vende, a mensagem \u00e9 vazia. Pior: \u00e9 contraproducente, porque aumenta o risco de exposi\u00e7\u00e3o cr\u00edtica \u2014 por parte dos media, ag\u00eancias de rating ESG, ou ativistas \u2014 sem construir nada de real.<\/p>\n

O terceiro erro \u00e9 esperar. Em 2025, as principais ag\u00eancias de rating ESG \u2014 Sustainalytics, MSCI ESG, CDP \u2014 avaliam ativamente as parcerias desportivas das marcas cotadas como parte da an\u00e1lise do risco reputacional. Um acordo de patroc\u00ednio com uma propriedade que n\u00e3o tem um roteiro de sustentabilidade verific\u00e1vel pode influenciar negativamente a pontua\u00e7\u00e3o ESG, com efeitos no custo do capital e na avalia\u00e7\u00e3o bolsista. J\u00e1 n\u00e3o \u00e9 um tema de comunica\u00e7\u00e3o: \u00e9 um tema de governa\u00e7\u00e3o.<\/p>\n

Como construir uma narrativa ESG coerente no motorsport<\/h2>\n

N\u00e3o existe uma f\u00f3rmula universal, mas existe um m\u00e9todo. O que utilizamos com os nossos clientes parte sempre do mesmo ponto: verificar o alinhamento entre os valores da marca e os da propriedade antes de abrir qualquer negocia\u00e7\u00e3o comercial.<\/p>\n

Se uma marca opera no setor das energias renov\u00e1veis ou da efici\u00eancia energ\u00e9tica, associar-se a uma equipa que desenvolve internamente solu\u00e7\u00f5es de recupera\u00e7\u00e3o de energia \u2014 como acontece nos sistemas h\u00edbridos ERS da F\u00f3rmula 1 \u2014 tem uma coer\u00eancia intr\u00ednseca que n\u00e3o requer explica\u00e7\u00f5es elaboradas. A narrativa escreve-se por si mesma, desde que a integra\u00e7\u00e3o seja real e n\u00e3o apenas gr\u00e1fica.<\/p>\n

Se uma marca opera no B2B industrial e est\u00e1 a transitar para processos produtivos de menor impacto ambiental, a parceria com uma equipa de F1 que comunica ativamente o seu roteiro de combust\u00edveis sustent\u00e1veis pode ser perfeitamente coerente \u2014 desde que essa narrativa seja integrada na comunica\u00e7\u00e3o da marca, e n\u00e3o relegada para um comunicado de imprensa do acordo.<\/p>\n

Tr\u00eas perguntas a fazer antes de assinar qualquer acordo no motorsport quando a quest\u00e3o ESG \u00e9 relevante para o conselho:<\/p>\n

Primeira: a propriedade tem um roteiro de sustentabilidade verific\u00e1vel e publicamente acess\u00edvel? N\u00e3o uma declara\u00e7\u00e3o de inten\u00e7\u00f5es gen\u00e9rica, mas um plano com marcos e indicadores mensur\u00e1veis. O F\u00f3rmula 1 Net Zero Carbon 2030 existe como documento. O plano de descarboniza\u00e7\u00e3o do MotoGP \u00e9 p\u00fablico. Estas s\u00e3o funda\u00e7\u00f5es reais sobre as quais construir uma narrativa de longo prazo.<\/p>\n

Segunda: o produto ou servi\u00e7o da marca pode dialogar com esse roteiro de forma cred\u00edvel? Se a resposta requer demasiadas contor\u00e7\u00f5es narrativas para se tornar afirmativa, o risco ESG supera o benef\u00edcio de visibilidade. Nesse caso, vale a pena explorar outras propriedades \u2014 ou trabalhar primeiro no produto.<\/p>\n

Terceira: a marca est\u00e1 disposta a fazer mais do que aparecer? A integra\u00e7\u00e3o tecnol\u00f3gica \u2014 I&D partilhada, cadeia de abastecimento, co-branding em componentes espec\u00edficos \u2014 constr\u00f3i uma hist\u00f3ria de coer\u00eancia que um log\u00f3tipo numa pintura n\u00e3o consegue construir sozinho. Comprar o software que funciona em produ\u00e7\u00e3o, n\u00e3o a demonstra\u00e7\u00e3o para o keynote: \u00e9 exatamente esta diferen\u00e7a que separa uma parceria ESG cred\u00edvel de uma associa\u00e7\u00e3o de imagem.<\/p>\n

A coer\u00eancia \u00e9 a resposta, n\u00e3o o veto<\/h2>\n

O diretor de marketing com quem almocei h\u00e1 anos n\u00e3o estava errado ao levantar a quest\u00e3o ambiental. Estava errado em trat\u00e1-la como um veto absoluto em vez de uma vari\u00e1vel a gerir com m\u00e9todo.<\/p>\n

Em 2025, as marcas que est\u00e3o a construir as narrativas ESG mais cred\u00edveis no motorsport n\u00e3o s\u00e3o as que evitaram o setor por escr\u00fapulo ambiental. S\u00e3o as que negociaram acordos com cl\u00e1usulas de integra\u00e7\u00e3o tecnol\u00f3gica real, que ligaram a sua visibilidade em pista ao seu roteiro de produto, e que escolheram a propriedade certa \u2014 n\u00e3o necessariamente a maior ou a mais vis\u00edvel, mas aquela cujo percurso de transi\u00e7\u00e3o dialogava com o delas.<\/p>\n

Se est\u00e1 a avaliar um patroc\u00ednio no motorsport e a quest\u00e3o da coer\u00eancia o preocupa, essa preocupa\u00e7\u00e3o \u00e9 leg\u00edtima. Mas a resposta n\u00e3o \u00e9 ficar de fora. \u00c9 entrar com as perguntas certas.<\/p>\n

A coer\u00eancia n\u00e3o se declara. Constr\u00f3i-se. Sempre.<\/p>\n

Com os melhores cumprimentos,
Riccardo Taf\u00e0 \u2014 Managing Director, RTR Sports Marketing<\/p>\n\n

Perguntas frequentes<\/h2>\n
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Perguntas frequentes<\/b><\/h2>\r\n \r\n
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\r\n O patroc\u00ednio no motorsport \u00e9 compat\u00edvel com uma estrat\u00e9gia ESG?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n O acordo Aramco com a F1 \u00e9 greenwashing?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Qual \u00e9 a pegada ambiental real da F\u00f3rmula 1?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Que erros devem as marcas evitar ao abordar o ESG no motorsport?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Como escolher a propriedade de motorsport certa para uma estrat\u00e9gia ESG cred\u00edvel?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

H\u00e1 alguns anos, o diretor de marketing de uma empresa industrial disse-me que nunca consideraria um patroc\u00ednio na F\u00f3rmula 1 ou no MotoGP. Motivo: a polui\u00e7\u00e3o. Disse-mo durante um almo\u00e7o de neg\u00f3cios em Mil\u00e3o, depois de ter percorrido uma centena de quil\u00f3metros de carro para me vir encontrar. A fruta que nos serviram chegava, como […]<\/p>\n","protected":false},"author":14,"featured_media":190793,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20150],"tags":[],"class_list":["post-296338","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-patrocinio-desportivo"],"acf":[],"contentshake_article_id":"","yoast_head":"\nPatroc\u00ednio e polui\u00e7\u00e3o: coer\u00eancia ESG no motorsport | RTR Sports<\/title>\n<meta name=\"description\" content=\"Greenwashing ou coer\u00eancia ESG? 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