{"id":352696,"date":"2018-08-09T12:49:01","date_gmt":"2018-08-09T10:49:01","guid":{"rendered":"https:\/\/rtrsports.com\/this-is-why-we-play-a-transformacao-de-participante-a-espectador-no-marketing-desportivo\/"},"modified":"2026-09-09T17:10:37","modified_gmt":"2026-09-09T15:10:37","slug":"this-is-why-we-play-a-transformacao-de-participante-a-espectador-no-marketing-desportivo","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pt-pt\/blog\/this-is-why-we-play-a-transformacao-de-participante-a-espectador-no-marketing-desportivo\/","title":{"rendered":"This is Why We Play: a transforma\u00e7\u00e3o de Participante a Espectador no marketing desportivo"},"content":{"rendered":"<p>Num dos movimentos mais significativos do panorama medi\u00e1tico desportivo, a <strong>NBA<\/strong> investiu massivamente na distribui\u00e7\u00e3o global dos seus conte\u00fados, levando o basquetebol americano aos lares de dezenas de milh\u00f5es de apaixonados em todo o mundo. Em plataformas como a Sky e os principais servi\u00e7os de streaming internacionais, os adeptos europeus podem seguir jogos, repeti\u00e7\u00f5es e an\u00e1lises da <strong>National Basketball Association<\/strong> praticamente a qualquer hora do dia.<\/p>\n<p>Neste contexto, um claim ressoa acima de todos os outros. H\u00e1 muitos anos \u00e9 a marca registada do marketing da NBA, aparecendo em in\u00fameros spots, transi\u00e7\u00f5es e materiais de comunica\u00e7\u00e3o. \u00c9 a frase com que a Liga provavelmente mais famosa do mundo se apresenta a todos os seus ouvintes: <strong>This is Why We Play<\/strong>.<\/p>\n<h2>This is why we play<\/h2>\n<p>&#8220;This is why we play&#8221; nem sempre foi o <strong>slogan<\/strong> da NBA. Muitas frases marcantes acompanharam a liga agora liderada por Adam Silver, desde &#8220;where amazing happens&#8221; at\u00e9 &#8220;I love this game&#8221; e o distante &#8220;NBA Action, it&#8217;s fantastic!&#8221;<\/p>\n<p>\u00c9 f\u00e1cil perceber que do ponto de vista da comunica\u00e7\u00e3o e do marketing estamos perante um salto importante. Pondo de lado &#8220;NBA Action, it&#8217;s fantastic!&#8221; \u2014 t\u00e3o anos 80 que poderia aparecer num epis\u00f3dio do <em>Pr\u00edncipe de Bel-Air<\/em> \u2014 tanto &#8220;where amazing happens&#8221; como o ic\u00f3nico &#8220;I love this game&#8221; falavam ao mesmo p\u00fablico, embora com uma linguagem diferente.<\/p>\n<h2>Porque \u00e9 que &#8220;This is why we play&#8221; \u00e9 diferente? Onde est\u00e1 o salto?<\/h2>\n<p>Em primeiro lugar, o pronome muda: &#8220;eu&#8221; torna-se &#8220;n\u00f3s&#8221; \u2014 mais inclusivo, mais coletivo. J\u00e1 n\u00e3o existe o espectador solit\u00e1rio fechado no seu quarto a ver as espetaculares proezas dos grandes campe\u00f5es, mas estamos n\u00f3s, o povo do basquetebol, uma coletividade e \u2014 mais importante ainda \u2014 uma comunidade. Em 2024, a NBA conta com mais de 100 milh\u00f5es de seguidores nos seus canais sociais oficiais: uma comunidade real, n\u00e3o apenas uma met\u00e1fora.<\/p>\n<p>No entanto, a grande revolu\u00e7\u00e3o n\u00e3o est\u00e1 no pronome, mas na sua associa\u00e7\u00e3o com o verbo <strong>play: somos n\u00f3s que jogamos<\/strong>. \u00c9 um salto conceptual e narrativo muito importante: de repente o foco da campanha desloca-se para um espectador\/ator n\u00e3o apenas presente, mas muito ativo.<\/p>\n<h2>O consumidor desportivo: entre espectador e participante<\/h2>\n<p>A classifica\u00e7\u00e3o estruturada mais c\u00e9lebre do consumidor desportivo chegou por volta de meados dos anos 90 (Milne, Sutton &amp; McDonald, 1996) e divide definitivamente o p\u00fablico do desporto em duas macro-categorias:<\/p>\n<ul>\n<li><strong>O Consumidor Espectador<\/strong><\/li>\n<li><strong>O Consumidor Participante, ou praticante<\/strong><\/li>\n<\/ul>\n<p>Embora a distin\u00e7\u00e3o entre os dois grupos seja evidente, o quadro te\u00f3rico mant\u00e9m-se atual entre os estudiosos do marketing desportivo. Um dos principais pontos de interesse da doutrina s\u00e3o as rela\u00e7\u00f5es que existem entre estes dois tipos diferentes de consumidores: s\u00e3o tipos de pessoas completamente diferentes ou estas defini\u00e7\u00f5es s\u00e3o muito &#8220;fluidas&#8221;, com grandes \u00e1reas de sobreposi\u00e7\u00e3o?<\/p>\n<h2>Espectadores e participantes: o que fazemos realmente com o desporto<\/h2>\n<p>Tomemos um desporto como o <strong>basquetebol<\/strong>. O conjunto de praticantes \u00e9 menor do que o dos espectadores, e quase inteiramente contido no diagrama maior. Quem pratica basquetebol quase sempre tamb\u00e9m o v\u00ea, mas o inverso n\u00e3o \u00e9 verdade. A mesma situa\u00e7\u00e3o amplifica-se ainda mais no <strong>futebol<\/strong>: segundo os dados da FIFA 2024, mais de 5 mil milh\u00f5es de pessoas seguem o futebol como espectadores, contra cerca de 265 milh\u00f5es de praticantes registados a n\u00edvel mundial.<\/p>\n<p>Por fim, existem situa\u00e7\u00f5es absolutamente extremas, como a <strong>F\u00f3rmula 1<\/strong> ou o <strong>running<\/strong>. A F1 \u2014 cuja audi\u00eancia global acumulada ultrapassou os 1,5 mil milh\u00f5es de espectadores \u00fanicos em 2023 segundo a Liberty Media \u2014 conta apenas com 20 pilotos ativos, face a dezenas de milh\u00f5es de apaixonados.<\/p>\n<h2>Espectadores e participantes: o que fazem as propriedades desportivas<\/h2>\n<p>Os propriet\u00e1rios de produtos desportivos rapidamente perceberam que a expans\u00e3o do seu neg\u00f3cio depende de conquistar as partes do gr\u00e1fico de cor oposta \u00e0 sua. <strong>Em vez de conquistar audi\u00eancias completamente novas<\/strong>, a prefer\u00eancia \u00e9 <strong>atacar os consumidores desse desporto que ainda n\u00e3o est\u00e3o dentro do nosso c\u00edrculo.<\/strong><\/p>\n<p>Como \u00e9 f\u00e1cil perceber, tentar converter espectadores em praticantes \u2014 e praticantes em espectadores \u2014 \u00e9 muito mais simples do que trazer consumidores completamente novos para o gr\u00e1fico. A chave comum \u00e9 \u00fanica: <strong>a inclus\u00e3o<\/strong>.<\/p>\n<h2>If you have a body, you are an athlete<\/h2>\n<p>Basta olhar \u00e0 volta para compreender como todos os que criam produtos desportivos est\u00e3o a adotar pol\u00edticas de comunica\u00e7\u00e3o e marketing cada vez mais orientadas para a inclus\u00e3o. &#8220;If you have a body, you are an athlete&#8221; l\u00ea-se nas lojas Nike de todo o mundo, fechando definitivamente o c\u00edrculo sobre o que foi dito at\u00e9 aqui.<\/p>\n<p>Segundo o <strong>Nielsen Fan Insights 2024<\/strong>, 77% dos adeptos desportivos globais considera-se tamb\u00e9m praticante ocasional de pelo menos um desporto: uma sobreposi\u00e7\u00e3o muito elevada que confirma como a distin\u00e7\u00e3o te\u00f3rica entre as duas categorias \u00e9 cada vez mais porosa na realidade contempor\u00e2nea.<\/p>\n<p>A frase &#8220;<strong>This is why we play<\/strong>&#8221; adquire agora um significado diferente. Com ela, a <strong>NBA<\/strong> fala a todos os praticantes de basquetebol do mundo tentando torn\u00e1-los consumidores espectadores. A mensagem, parafraseada, \u00e9: se jogam basquetebol, ent\u00e3o dentro dos nossos programas est\u00e1 a excel\u00eancia do pr\u00f3prio jogo, a raz\u00e3o pela qual o jogo existe. V\u00f3s tornais-vos n\u00f3s. N\u00e3o vos pedimos para ver, dizemos-vos para jogar todos juntos.<\/p>\n<p>Tamb\u00e9m nisto reside a beleza, e a poesia, deste mundo.<\/p>\n\n    <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        <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 distin\u00e7\u00e3o entre consumidor espectador e consumidor participante no desporto?<\/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                            <\/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 usam as marcas desportivas a distin\u00e7\u00e3o entre espectadores e participantes?<\/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                            <\/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>Porque \u00e9 que o slogan da NBA &#039;This is Why We Play&#039; \u00e9 um exemplo de marketing inclusivo?<\/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                            <\/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 se aplica esta an\u00e1lise na estrat\u00e9gia de patroc\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                            <\/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>Porque \u00e9 que alguns desportos t\u00eam quase apenas espectadores e outros quase apenas praticantes?<\/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                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>Num dos movimentos mais significativos do panorama medi\u00e1tico desportivo, a NBA investiu massivamente na distribui\u00e7\u00e3o global dos seus conte\u00fados, levando o basquetebol americano aos lares de dezenas de milh\u00f5es de apaixonados em todo o mundo. Em plataformas como a Sky e os principais servi\u00e7os de streaming internacionais, os adeptos europeus podem seguir jogos, repeti\u00e7\u00f5es e [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":157647,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20024],"tags":[],"class_list":["post-352696","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportivo"],"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>De Participante a Espectador: estrat\u00e9gia no marketing desportivo moderno<\/title>\n<meta name=\"description\" content=\"Como a distin\u00e7\u00e3o entre consumidor espectador e participante orienta as estrat\u00e9gias de patroc\u00ednio desportivo. 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