{"id":352198,"date":"2026-09-09T09:52:33","date_gmt":"2026-09-09T07:52:33","guid":{"rendered":"https:\/\/rtrsports.com\/licensing-e-co-branding-desportivo-como-funcionam-e-por-que-as-marcas-investem\/"},"modified":"2026-09-09T09:52:40","modified_gmt":"2026-09-09T07:52:40","slug":"licensing-e-co-branding-desportivo-como-funcionam-e-por-que-as-marcas-investem","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pt-pt\/blog\/licensing-e-co-branding-desportivo-como-funcionam-e-por-que-as-marcas-investem\/","title":{"rendered":"Licensing e co-branding desportivo: como funcionam e por que as marcas investem"},"content":{"rendered":"<p>Seiscentos e setenta milh\u00f5es de euros. \u00c9 o que a Ferrari arrecadou em 2024 pela rubrica \u201cpatrocin\u00ednios, comercial e marca\u201d \u2014 um agregado que inclui patrocin\u00ednios nos monolugares de F\u00f3rmula 1, a quota do Acordo Comercial da F1, merchandising, licen\u00e7as e royalties. Mais dezassete por cento face ao ano anterior, segundo o relat\u00f3rio anual publicado em fevereiro de 2025.<\/p>\n<p>H\u00e1 algo neste n\u00famero que merece uma leitura cuidada. N\u00e3o \u00e9 apenas o desempenho de uma marca excecional. \u00c9 a confirma\u00e7\u00e3o de que a marca desportiva, quando gerida com rigor, torna-se um ativo aut\u00f3nomo \u2014 separado do produto f\u00edsico, separado do resultado em pista, capaz de gerar fluxos de receita em categorias que a Ferrari nunca fabricou diretamente. Perfumes, rel\u00f3gios, vestu\u00e1rio, brinquedos, \u00f3culos de sol. A marca produz. Outros fabricam.<\/p>\n<p>Este mecanismo chama-se <a href=\"https:\/\/rtrsports.com\/pt-pt\/licenciamento-de-marca-2\/\"><strong>licensing<\/strong><\/a>. O seu primo de segunda gera\u00e7\u00e3o \u2014 a parceria estrutural entre marcas \u2014 chama-se <strong>co-branding<\/strong>. Ambos merecem an\u00e1lise separada, pois t\u00eam l\u00f3gicas de risco, estruturas contratuais e retornos muito distintos.<\/p>\n<h2>Licensing: a marca desportiva como ativo independente<\/h2>\n<p>O licensing \u00e9 a cess\u00e3o tempor\u00e1ria e contratualizada do direito de utilizar uma marca, nome, log\u00f3tipo, tecnologia ou patrim\u00f3nio de conhecimentos. Quem cede \u00e9 o licenciante (licensor). Quem obt\u00e9m \u00e9 o licenciad\u00e1rio (licensee). A remunera\u00e7\u00e3o pode ser fixa \u2014 a garantia m\u00ednima \u2014 ou vari\u00e1vel, sob a forma de royalty calculada sobre as vendas.<\/p>\n<p>No desporto, este mecanismo funciona h\u00e1 d\u00e9cadas com uma l\u00f3gica simples: a marca desportiva j\u00e1 tem uma audi\u00eancia fiel; o licenciad\u00e1rio acede a ela sem a ter de construir de raiz, e o licenciante entra em categorias que nunca ocuparia diretamente.<\/p>\n<p>No motorsport h\u00e1 exemplos muito concretos. A <strong>Ducati<\/strong> gere acordos de licensing com parceiros globais: a Peg Perego produz uma linha de motas el\u00e9tricas de tr\u00eas rodas para crian\u00e7as sob a marca Ducati. Em 2024, a <strong>Ducati Corse<\/strong> assinou um acordo de licensing com a MotoGP Authentics para a produ\u00e7\u00e3o de memorabilia oficial.<\/p>\n<p>Um caso da nossa ag\u00eancia: em 2012 assist\u00edmos a <strong>Grimaldi Industry<\/strong> a tornar-se licenciad\u00e1ria da <strong>Dovi4<\/strong>, a marca pessoal de <strong>Andrea Dovizioso<\/strong>. A l\u00f3gica era exata: uma marca com audi\u00eancia fiel entra numa categoria que n\u00e3o ocupa; uma empresa de moda alcana essa audi\u00eancia sem a construir de raiz.<\/p>\n<h2>A estrutura econ\u00f3mica do contrato: garantia m\u00ednima e royalties<\/h2>\n<p>A <strong>garantia m\u00ednima<\/strong> tem uma dupla fun\u00e7\u00e3o: garante que a licen\u00e7a \u00e9 realmente utilizada e cobre os custos jur\u00eddicos do licenciante. A <strong>royalty<\/strong> \u00e9 a componente vari\u00e1vel: uma percentagem calculada sobre as vendas l\u00edquidas.<\/p>\n<p>O mercado global de produtos desportivos licenciados foi estimado em cerca de 35,75 mil milh\u00f5es de d\u00f3lares em 2024, com proje\u00e7\u00f5es de crescimento at\u00e9 cerca de 54 mil milh\u00f5es em 2033. N\u00e3o \u00e9 um nicho. \u00c9 uma ind\u00fastria.<\/p>\n<h2>Co-branding: quando duas marcas criam algo que nenhuma poderia fazer sozinha<\/h2>\n<p>O co-branding \u00e9 uma opera\u00e7\u00e3o diferente. Aqui n\u00e3o se cede uma marca: constr\u00f3i-se algo em conjunto. Duas \u2014 \u00e0s vezes tr\u00eas \u2014 marcas concebem, produzem ou distribuem um produto ou experi\u00eancia com ambos os log\u00f3tipos.<\/p>\n<p>O exemplo mais significativo de 2024-2025 \u00e9 a parceria entre <strong>LVMH e a F\u00f3rmula 1<\/strong>. Em outubro de 2024, o grupo de luxo assinou um acordo global decenal com a F1, estimado em cerca de 100 milh\u00f5es de euros por ano. A Louis Vuitton \u00e9 parceira t\u00edtulo do GP da Austr\u00e1lia de 2025; a TAG Heuer \u00e9 Cronometrista Oficial durante dez anos; a Mo\u00ebt Hennessy preside aos p\u00f3dios.<\/p>\n<p>Outro caso not\u00e1vel: <strong>Atlassian e Williams Racing<\/strong>, oficialmente \u201cAtlassian Williams Racing\u201d desde 2025. Co-branding entre duas marcas que partilham valores de engenharia e alto desempenho.<\/p>\n<p>Formas de co-branding:<\/p>\n<ul>\n<li><strong>Cole\u00e7\u00f5es c\u00e1psulas<\/strong> \u2014 produ\u00e7\u00e3o limitada combinando os c\u00f3digos visuais de ambas as marcas.<\/li>\n<li><strong>Naming e parcerias t\u00edtulo<\/strong> \u2014 a marca parceira passa a integrar o nome da equipa ou evento.<\/li>\n<li><strong>Produto partilhado<\/strong> \u2014 desenvolvimento e distribui\u00e7\u00e3o conjuntos.<\/li>\n<\/ul>\n<p>A flexibilidade do co-branding \u00e9 tamb\u00e9m o seu maior risco: sem uma l\u00f3gica clara de sobreposio de audi\u00eancias, duas grandes marcas produzem ru\u00eddo, n\u00e3o sinal.<\/p>\n<h2>Tr\u00eas erros que vejo as marcas cometerem<\/h2>\n<p><strong>Primeiro: confundir licensing e merchandising.<\/strong> Estruturas completamente diferentes com incentivos e controlos distintos.<\/p>\n<p><strong>Segundo: subestimar as cl\u00e1usulas de qualidade.<\/strong> Se o produto \u00e9 deficiente, o dano reputacional recai sobre o licenciante, n\u00e3o o licenciad\u00e1rio.<\/p>\n<p><strong>Terceiro: avaliar o co-branding com base na audi\u00eancia gen\u00e9rica, n\u00e3o na sobreposi\u00e7\u00e3o.<\/strong> A quest\u00e3o certa n\u00e3o \u00e9 \u201cQu\u00e3o grande \u00e9 a tua audi\u00eancia?\u201d mas \u201cEm que medida coincide com a minha?\u201d<\/p>\n<h2>O papel de uma ag\u00eancia como a RTR<\/h2>\n<p>Quando uma marca nos contacta para explorar oportunidades de licensing ou co-branding no motorsport, o trabalho come\u00e7a antes do contrato. Definimos o posicionamento do ativo, identificamos categorias dispon\u00edveis, constru\u00edmos a estrutura econ\u00f3mica e acompanhamos a negocia\u00e7\u00e3o at\u00e9 \u00e0 assinatura.<\/p>\n<p>Se est\u00e1 a avaliar uma opera\u00e7\u00e3o de <a href=\"https:\/\/rtrsports.com\/pt-pt\/programa-de-patrocinios-desportivos\/\">patrocin\u00ednio desportivo ou licensing no motorsport<\/a>, estamos dispon\u00edveis para uma primeira conversa sem compromisso.<\/p>\n<p>O licensing e o co-branding s\u00e3o ferramentas poderosas. Como todas as ferramentas poderosas, funcionam apenas quando utilizadas com precis\u00e3o.<\/p>\n<p>Uma marca n\u00e3o se aluga. Gere-se. <strong>Sempre.<\/strong><\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Perguntas frequentes sobre licensing e co-branding desportivo<\/b><\/h2>\r\n        \r\n        <br \/>\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>Qual \u00e9 a diferen\u00e7a entre licensing e patrocin\u00ednio desportivo?<\/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>No patrocin\u00ednio, uma marca paga para aparecer num evento, equipa ou atleta. No licensing, o propriet\u00e1rio de uma marca desportiva concede a uma empresa externa o direito de produzir bens ou servi\u00e7os com essa marca, em troca de uma garantia m\u00ednima e royalties.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\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>Quanto vale o mercado global de produtos desportivos licenciados?<\/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>O mercado foi estimado em cerca de 35,75 mil milh\u00f5es de d\u00f3lares em 2024, com proje\u00e7\u00f5es de crescimento at\u00e9 cerca de 54 mil milh\u00f5es em 2033.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\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>O que \u00e9 a garantia m\u00ednima num contrato de licensing desportivo?<\/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>\u00c9 a soma fixa que o licenciad\u00e1rio se compromete a pagar ao licenciante independentemente do volume de vendas. Garante a utiliza\u00e7\u00e3o real da licen\u00e7a e cobre os custos estruturais do licenciante.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\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>Quais s\u00e3o exemplos recentes de co-branding no motorsport?<\/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>Entre os mais significativos de 2024-2025: a parceria decenal LVMH-F\u00f3rmula 1 (estimada em ~100 milh\u00f5es de euros\/ano), com Louis Vuitton como parceira t\u00edtulo do GP da Austr\u00e1lia 2025 e TAG Heuer como Cronometrista Oficial. E a naming partnership Atlassian-Williams Racing desde 2025.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\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>Como pode a RTR Sports Marketing apoiar uma marca em opera\u00e7\u00f5es de licensing?<\/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>A RTR atua em todo o ciclo: an\u00e1lise de posicionamento, identifica\u00e7\u00e3o de parceiros, estrutura econ\u00f3mica do contrato, negocia\u00e7\u00e3o e acompanhamento operacional. Gerimos tanto o lado licenciante como o licenciad\u00e1rio.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n\n","protected":false},"excerpt":{"rendered":"<p>Seiscentos e setenta milh\u00f5es de euros. \u00c9 o que a Ferrari arrecadou em 2024 pela rubrica \u201cpatrocin\u00ednios, comercial e marca\u201d \u2014 um agregado que inclui patrocin\u00ednios nos monolugares de F\u00f3rmula 1, a quota do Acordo Comercial da F1, merchandising, licen\u00e7as e royalties. Mais dezassete por cento face ao ano anterior, segundo o relat\u00f3rio anual publicado [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":157625,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-352198","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp"],"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>Licensing e co-branding desportivo: funcionamento e raz\u00f5es para investir<\/title>\n<meta name=\"description\" content=\"O licensing e o co-branding s\u00e3o dois instrumentos distintos do marketing desportivo. 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