{"id":350980,"date":"2018-06-04T15:53:11","date_gmt":"2018-06-04T13:53:11","guid":{"rendered":"https:\/\/rtrsports.com\/mulheres-e-patrocinios-desportivos\/"},"modified":"2026-09-09T16:49:33","modified_gmt":"2026-09-09T14:49:33","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":"

H\u00e1 uma frase que os profissionais de marketing desportivo ainda ouvem, com alguma regularidade, nas primeiras chamadas com clientes potenciais: O desporto n\u00e3o nos interessa \u2014 os nossos compradores s\u00e3o mulheres.<\/em> \u00c9 uma convic\u00e7\u00e3o que se manteve durante anos, alimentada por estere\u00f3tipos persistentes. Os dados de 2024 e 2025 contam, por\u00e9m, uma hist\u00f3ria completamente diferente \u2014 e quem continua a ignor\u00e1-los est\u00e1 a deixar uma oportunidade concreta por explorar.<\/p>\n

Os n\u00fameros que redefinem a audi\u00eancia<\/h2>\n

Em dezembro de 2024, a Nielsen publicou os resultados de um estudo realizado junto de 46.000 pessoas em 37 mercados internacionais: 41% dos f\u00e3s da F\u00f3rmula 1 s\u00e3o mulheres. N\u00e3o se trata de uma tend\u00eancia emergente \u2014 \u00e9 j\u00e1 um facto consolidado. A F\u00f3rmula 1 ultrapassou os 750 milh\u00f5es de f\u00e3s a n\u00edvel global, e o segmento feminino \u00e9 um dos principais motores deste crescimento.<\/p>\n

Os dados do F1 Global Fan Survey 2025, realizado com a Motorsport Network, v\u00e3o ainda mais longe: as mulheres representam hoje 42% da audi\u00eancia F1 e est\u00e3o no centro de uma mudan\u00e7a geracional \u2014 tr\u00eas em cada quatro f\u00e3s entre os novos apreciadores que descobrem a s\u00e9rie pela primeira vez s\u00e3o mulheres. N\u00e3o \u00e9 um nicho. \u00c9 a dire\u00e7\u00e3o em que todo o mercado se move.<\/p>\n

No motorsport de duas rodas, a tend\u00eancia \u00e9 an\u00e1loga. A audi\u00eancia feminina da MotoGP representa cerca de 20% do target televisivo global \u2014 uma quota em crescimento cont\u00ednuo segundo os dados da Motorsport Network \u2014 com picos nos mercados asi\u00e1ticos e nas faixas et\u00e1rias mais jovens. O perfil da audi\u00eancia MotoGP<\/a> revela uma penetra\u00e7\u00e3o feminina que muitos patrocinadores continuam a subestimar sistematicamente.<\/p>\n

O motorsport feminino: das bancadas \u00e0s propriedades de patrocinio<\/h2>\n

A evolu\u00e7\u00e3o do p\u00fablico feminino n\u00e3o surge do nada \u2014 \u00e9 alimentada por uma oferta de conte\u00fado e competi\u00e7\u00e3o que mudou significativamente nos \u00faltimos dois anos.<\/p>\n

A F1 Academy<\/strong>, a s\u00e9rie de monolugares reservada a pilotos femininas, \u00e9 j\u00e1 a segunda s\u00e9rie mais seguida entre as f\u00e3s femininas de F1: 42% declaram acompanh\u00e1-la. Em maio de 2025, a Netflix lan\u00e7ou F1: The Academy<\/em>, gerando 89 milh\u00f5es de contactos estimados s\u00f3 na semana de estreia.<\/p>\n

No mundo das duas rodas, 2024 marcou o lan\u00e7amento do WorldWCR \u2014 FIM Women’s Circuit Racing World Championship<\/strong>, a s\u00e9rie mundial feminina no \u00e2mbito do calend\u00e1rio WorldSBK. A edi\u00e7\u00e3o inaugural contou com 25 pilotas de 18 na\u00e7\u00f5es e seis continentes, com Ana Carrasco a sagrar-se camp\u00e3 inaugural. A edi\u00e7\u00e3o 2025 confirmou a f\u00f3rmula com 14 nacionalidades.<\/p>\n

N\u00e3o s\u00e3o opera\u00e7\u00f5es de comunica\u00e7\u00e3o internas ao motorsport. S\u00e3o propriedades de patroc\u00ednio \u2014 com audi\u00eancia mensur\u00e1vel, cobertura TV e digital internacional, e associa\u00e7\u00e3o de valores com o talento feminino no desporto de elite que cada vez mais marcas procuram ativamente.<\/p>\n

O preconceito do responsavel de compras desmontado<\/h2>\n

O racioc\u00ednio cl\u00e1ssico \u2014 o nosso target \u00e9 feminino, portanto o desporto n\u00e3o nos diz respeito \u2014 tem dois defeitos estruturais. Primeiro: pressup\u00f5e que as mulheres n\u00e3o veem desporto, hip\u00f3tese que os dados refutam sem ambiguidade. Segundo, mais subtil: confunde o perfil do consumidor final com o da audi\u00eancia desportiva, como se os dois fossem incompat\u00edveis.<\/p>\n

As mulheres que seguem F1, WorldSBK ou MotoGP n\u00e3o deixam de ser consumidoras, respons\u00e1veis de compras, profissionais com poder de decis\u00e3o. Atingir uma audi\u00eancia feminina atrav\u00e9s do desporto n\u00e3o \u00e9 um paradoxo \u2014 \u00e9 exatamente a mesma l\u00f3gica que se aplica a qualquer outro meio.<\/p>\n

O dado que fecha o argumento vem da SponsorUnited: em 2024, os acordos de patroc\u00ednio no desporto feminino cresceram 22% face ao ano anterior. No per\u00edodo 2022-2024, as receitas do desporto feminino cresceram 4,5 vezes mais r\u00e1pido do que o desporto masculino. O mercado j\u00e1 fez a sua escolha \u2014 com base em dados.<\/p>\n

As implicacoes para as marcas<\/h2>\n

Se a audi\u00eancia desportiva \u00e9 feminina em 41-42% no caso da F1 e em crescimento em todas as outras disciplinas do motorsport, a quest\u00e3o para um diretor de marketing j\u00e1 n\u00e3o \u00e9 se o desporto os interessa. \u00c9: qual a propriedade, com que \u00e2ngulo de ativa\u00e7\u00e3o, atinge o target com maior efici\u00eancia.<\/p>\n

A resposta depende da marca, do mercado e do or\u00e7amento. Mas a premissa \u2014 de que o desporto \u00e9 um meio inadequado para atingir mulheres \u2014 est\u00e1 definitivamente ultrapassada pelos factos. Quem projeta uma estrat\u00e9gia de patroc\u00ednio desportivo<\/a> em 2025 n\u00e3o pode mais ignorar estes dados sem comprometer a sua an\u00e1lise competitiva.<\/p>\n

A quest\u00e3o em aberto n\u00e3o \u00e9 se as mulheres veem desporto. \u00c9 quantas marcas j\u00e1 atualizaram a sua leitura do mercado \u2014 e quantas ainda n\u00e3o o fizeram.<\/p>\n\n

Perguntas frequentes sobre mulheres e patrocinio desportivo<\/h2>\n
\r\n\r\n

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

\r\n Quantas mulheres seguem a Formula 1?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Segundo o estudo Nielsen realizado junto de 46.000 pessoas em 37 mercados internacionais (dezembro 2024), 41% dos fas da Formula 1 sao mulheres. O F1 Global Fan Survey 2025 indica que as mulheres representam 42% da audiencia e tres em cada quatro fas novos sao mulheres.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Existem campeonatos de motorsport exclusivamente femininos?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Sim. A F1 Academy e a serie de monolugares para pilotas no ecossistema da Formula 1. No WorldSBK, o WorldWCR estreou-se em 2024 com 25 pilotas de 18 nacoes; Ana Carrasco sagrou-se campea inaugural. Ambas sao propriedades de patrocinio com audiencia mensuravel e cobertura mediatica internacional.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Faz sentido patrocinar o desporto se o meu target principal sao mulheres?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Sim. As mulheres representam 41-42% dos fas de F1. 50% das fas do desporto feminino declaram que o patrocinio de uma marca aumenta a sua propensao para a compra (SponsorUnited, 2024).<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n O patrocinio no desporto feminino esta a crescer?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Sim. Os acordos de patrocinio no desporto feminino cresceram 22% em 2024. As receitas do desporto feminino cresceram 4,5 vezes mais rapido do que o masculino em 2022-2024 (SponsorUnited).<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Como pode uma marca avaliar um patrocinio desportivo para atingir uma audiencia feminina?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

O ponto de partida e a analise da audiencia da propriedade alvo: composicao por genero, faixas etarias, mercados geograficos. As propriedades do motorsport, em particular F1 e WorldSBK, oferecem dados de audiencia estruturados.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

41% dos fas de F1 sao mulheres e 3 em cada 4 novos fas sao mulheres: os dados Nielsen 2024 desmontam o preconceito de que as mulheres nao seguem o desporto. O que significa para a estrategia de patrocinio desportivo.<\/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":[20153,20026],"tags":[],"class_list":["post-350980","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-patrocinios-desportivos","category-sponsorizzazioni-sportive"],"acf":[],"contentshake_article_id":"","yoast_head":"\nMulheres e patrocinios desportivos: os dados de 2025 que mudam tudo<\/title>\n<meta name=\"description\" content=\"41% dos fas de F1 sao mulheres e 3 em cada 4 novos fas sao mulheres: os dados Nielsen 2024 desmontam o preconceito de que as mulheres nao seguem o desporto.\" \/>\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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