{"id":350980,"date":"2026-09-03T16:03:09","date_gmt":"2026-09-03T14:03:09","guid":{"rendered":"https:\/\/rtrsports.com\/mulheres-e-patrocinios-desportivos\/"},"modified":"2026-09-03T16:05:33","modified_gmt":"2026-09-03T14:05:33","slug":"mulheres-e-patrocinios-desportivos","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pt-pt\/blog\/mulheres-e-patrocinios-desportivos\/","title":{"rendered":"Mulheres e patroc\u00ednios desportivos"},"content":{"rendered":"<p>O bin\u00f3mio entre <strong>mulheres e patroc\u00ednios desportivos<\/strong> merece um aprofundamento. Muit\u00edssimos produtos s\u00e3o considerados como pertencentes ao dom\u00ednio do p\u00fablico feminino e, por isso, ouvimos muitas vezes <strong>&#8220;N\u00e3o patrocinamos porque quem decide a compra \u00e9 uma mulher&#8221;.<\/strong> \u00c9 um preconceito errado e um pouco retr\u00f3grado, e gostar\u00edamos de esclarecer um pouco o tema.<\/p>\n<p>Se \u00e0 primeira vista a paix\u00e3o pelo desporto parece estar associada, em larga maioria, aos homens, \u00e9 sobretudo de notar que <strong>o n\u00famero de mulheres que participa em eventos desportivos ou v\u00ea desporto<\/strong> na televis\u00e3o (ou noutros dispositivos) est\u00e1 em <strong>fort\u00edssimo crescimento<\/strong>.<\/p>\n<p>Segundo a Repucom, nos 24 principais pa\u00edses que representam as Am\u00e9ricas, a \u00c1sia e a Europa, <strong>em m\u00e9dia 46% das mulheres declara estar interessada \/ muito interessada<\/strong> em desporto, face a 69% dos homens; a diferen\u00e7a n\u00e3o \u00e9 enorme*.<\/p>\n<h2>O que veem as mulheres?<\/h2>\n<p><strong>Um aspeto significativo est\u00e1 relacionado com os desportos que as mulheres seguem<\/strong>. Ouvimos frequentemente associar algumas modalidades \u00e0s mulheres (por exemplo, o voleibol), presumindo, por alguma raz\u00e3o estranha, que estas n\u00e3o se interessam por futebol, r\u00e2guebi ou desportos tristemente definidos como &#8220;mais masculinos&#8221;. Obviamente, nada mais errado.<br \/>\n<strong>O t\u00e9nis, o futebol e o atletismo<\/strong> s\u00e3o, ainda segundo o mesmo estudo, os desportos mais populares entre as mulheres no <strong>Reino Unido<\/strong>.<br \/>\nJ\u00e1 na <strong>Alemanha<\/strong>, as senhoras preferem futebol, atletismo e desporto autom\u00f3vel.<\/p>\n<p>Merece uma men\u00e7\u00e3o especial esta \u00faltima categoria de modalidades: o desporto autom\u00f3vel. N\u00e3o s\u00f3 os carros e as motos s\u00e3o amplamente amados pelas mulheres (<a href=\"https:\/\/rtrsports.com\/blog\/motogp\/motogp-target-del-motomondiale\/\">segundo estudos recentes, um em cada 3 espectadores do MotoGP \u00e9 mulher<\/a>), como em v\u00e1rios casos foram lan\u00e7ados programas desportivos de sucesso &#8211;<a href=\"https:\/\/rtrsports.com\/blog\/formula-1\/al-via-la-w-series-la-formula-1-sole-donne\/\">como a W Series<\/a>&#8211; destinados a aumentar o n\u00famero de &#8220;driver&#8221; e &#8220;rider&#8221; do sexo feminino no seio dos campeonatos. \u00c9 dif\u00edcil estabelecer o que nasceu primeiro, o ovo ou a galinha, como em todos os casos, mas o excelente desempenho de pilotos como <a href=\"https:\/\/rtrsports.com\/pt-pt\/blogue\/women-two-wheels\/\"><strong>Ana Carrasco<\/strong><\/a>, <strong>Alice Powell<\/strong>, <strong>Juju Noda<\/strong> e <strong>Tatiana Calder\u00f3n<\/strong> mostra uma curva em grand\u00edssimo crescimento.<\/p>\n<h2>Quem decide realmente as compras?<\/h2>\n<p>Para tornar potencialmente ainda mais eficazes os patroc\u00ednios por parte de marcas tradicionalmente associadas \u00e0 decisora de compra feminina (cuidados da casa e alimenta\u00e7\u00e3o), em It\u00e1lia interv\u00eam tamb\u00e9m a forte mudan\u00e7a social e o crescimento das fam\u00edlias compostas por uma \u00fanica pessoa.<\/p>\n<p>Segundo o <strong>Anu\u00e1rio estat\u00edstico do Istat de 2017<\/strong>, 31,6% das fam\u00edlias italianas \u00e9 composta por uma s\u00f3 pessoa. Entre estas, 58,9% s\u00e3o homens. Imagine-se como este dado afeta a figura da cl\u00e1ssica decisora de compra que enche o frigor\u00edfico e cuida da casa \u2014 um dado espec\u00edfico do mercado italiano, mas revelador de uma tend\u00eancia mais ampla.<\/p>\n<p>Nalguns pa\u00edses, o n\u00famero de mulheres interessadas j\u00e1 \u00e9 igual ao dos homens, como revela este estudo da Nielsen sobre a Austr\u00e1lia.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-22267\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/nielsen-australia-600x317.png\" alt=\"\" width=\"600\" height=\"317\" \/><\/p>\n<p>A Nielsen Digital Ratings (mensal) revelou que, em julho de 2017, 11,4 milh\u00f5es de australianos consumiram conte\u00fados desportivos no telem\u00f3vel, no computador ou no tablet. Um aumento total de 6% face a junho de 2017. E as mulheres registaram um crescimento de 10%, contra 3% de crescimento dos homens face ao m\u00eas anterior.<\/p>\n<p><strong>Por fim, temos o prazer de sublinhar as recentes aberturas a favor das mulheres no que respeita \u00e0 frui\u00e7\u00e3o do desporto em pa\u00edses tradicionalmente contr\u00e1rios<\/strong>. \u00c9 de h\u00e1 poucas semanas a not\u00edcia vinda da Ar\u00e1bia Saudita, que finalmente permite \u00e0s mulheres entrar nos est\u00e1dios para assistir a jogos de futebol. <a href=\"https:\/\/www.theguardian.com\/world\/2018\/jan\/12\/saudi-football-stadiums-prepare-welcome-women-first-time\"><strong>veja a not\u00edcia no Guardian<\/strong><\/a><\/p>\n<p>Se quiser saber mais, n\u00e3o hesite em escrever-nos para <a href=\"mailto:info@rtrsports.com\">info@rtrsports.com<\/a><\/p>\n\n<pre>*Fonte: Fan DNA Survey, agosto de 2014, total de oito pa\u00edses (EUA, Reino Unido, Alemanha, M\u00e9xico, Mal\u00e1sia, China, Jap\u00e3o, Austr\u00e1lia), inquiridos com idades entre os 16 e os 65 anos, pelo menos um pouco interessados em desporto (80-95% da popula\u00e7\u00e3o total desta faixa et\u00e1ria) n=24.024<\/pre>\n<p>    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Perguntas frequentes<\/b><\/h2>\r\n        \r\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>As mulheres est\u00e3o realmente t\u00e3o interessadas em desporto como os homens?<\/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>Segundo um estudo da Repucom em 24 pa\u00edses, em m\u00e9dia 46% das mulheres declara-se interessada ou muito interessada em desporto, contra 69% dos homens \u2014 uma diferen\u00e7a real mas n\u00e3o enorme, que em mercados como a Austr\u00e1lia est\u00e1 a reduzir-se rapidamente.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\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 desportos as mulheres seguem mais?<\/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>Varia consoante o pa\u00eds: no Reino Unido, t\u00e9nis, futebol e atletismo s\u00e3o os mais populares entre as mulheres, enquanto na Alemanha predominam futebol, atletismo e desporto autom\u00f3vel.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \r\n    <\/div>\r\n    <br \/>\n&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Um olhar sobre o crescente interesse das mulheres pelo desporto e o que isso significa para as marcas que investem em patroc\u00ednios desportivos.<\/p>\n","protected":false},"author":14,"featured_media":157601,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20151],"tags":[],"class_list":["post-350980","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-desportivo"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Mulheres e Patroc\u00ednios Desportivos: o Que Dizem os Dados<\/title>\n<meta name=\"description\" content=\"Dados mostram um forte crescimento do interesse feminino pelo desporto. 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Descubra porque as marcas devem repensar os patroc\u00ednios desportivos.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/pt-pt\/blog\/mulheres-e-patrocinios-desportivos\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RTRSportsMarketing\/\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/donne-e-sport.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"650\" \/>\n\t<meta property=\"og:image:height\" content=\"366\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Riccardo Taf\u00e0\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:site\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Riccardo Taf\u00e0\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 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\\\/mulheres-e-patrocinios-desportivos\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/blog\\\/mulheres-e-patrocinios-desportivos\\\/\"},\"author\":{\"name\":\"Riccardo Taf\u00e0\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/#\\\/schema\\\/person\\\/7ca2648b3d857cbfff8c499aaed0420e\"},\"headline\":\"Mulheres e patroc\u00ednios desportivos\",\"datePublished\":\"2026-09-03T14:03:09+00:00\",\"dateModified\":\"2026-09-03T14:05:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/blog\\\/mulheres-e-patrocinios-desportivos\\\/\"},\"wordCount\":722,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/blog\\\/mulheres-e-patrocinios-desportivos\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/donne-e-sport.jpg\",\"articleSection\":[\"Marketing Desportivo\"],\"inLanguage\":\"pt\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/blog\\\/mulheres-e-patrocinios-desportivos\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/blog\\\/mulheres-e-patrocinios-desportivos\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/blog\\\/mulheres-e-patrocinios-desportivos\\\/\",\"name\":\"Mulheres e Patroc\u00ednios Desportivos: o Que Dizem os Dados\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/blog\\\/mulheres-e-patrocinios-desportivos\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pt-pt\\\/blog\\\/mulheres-e-patrocinios-desportivos\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/donne-e-sport.jpg\",\"datePublished\":\"2026-09-03T14:03:09+00:00\",\"dateModified\":\"2026-09-03T14:05:33+00:00\",\"description\":\"Dados mostram um forte crescimento do interesse feminino pelo desporto. 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