Marketing Esportivo: uma nova opção de investimento

Authors

  • Simone Gallo Pimenta Intercom
  • Maristella Medeiros de Paula Intercom
  • Alessandra Alkimin Costa Intercom
  • Leonardo Augusto Z. A. Lisboa Intercom
  • Joseane Tadeu SantAnna Intercom

DOI:

https://doi.org/10.1590/rbcc.v18i1.884

Keywords:

Imagem corporativa, Marketing, Marketing Esportivo, Mídia alternativa, Promoção institucional

Abstract

Esta pesquisa tem por objetivo detectar os motivos do crescente volume de investimentos empresariais no marketing esportivo e os resultados que vêm sendo obtidos. Verifica-se que nem todas as empresas planejam seus investimentos nesta área e que o Marketing Esportivo nem sempre é a estratégia mais eficaz a ser usada, pois esta deve ser condizente com os objetivos de mercado.

Downloads

Published

2023-12-01

Issue

Vol. 18 No. 1 (1995)

Section

Articles

License

Copyright (c) 2023 Simone Gallo Pimenta, Maristella Medeiros de Paula, Alessandra Alkimin Costa, Leonardo Augusto Z. A. Lisboa, Joseane Tadeu SantAnna

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright and Licensing Policy
Revista Intercom operates under an Open Access model. All journal content, including published articles, is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0), unless otherwise noted.
  • Copyright: Authors retain unrestricted copyright and full publishing rights to their work without restrictions.
  • License to Publish: Authors grant Revista Intercom the right of first publication. Concurrently, the work is licensed under CC BY 4.0, which permits sharing, copying, distributing, displaying, and creating derivative works, provided the original work is properly cited and ownership is acknowledged.
  • Self-Archiving: Authors are permitted and encouraged to deposit the published version of their articles (Version of Record) in institutional or thematic repositories immediately upon publication.
 

How to Cite

Marketing Esportivo: uma nova opção de investimento. Intercom - Brazilian Journal of Communication Sciences, São Paulo, v. 18, n. 1, 2023. DOI: 10.1590/rbcc.v18i1.884. Disponível em: https://revistas.intercom.org.br/index.php/revistaintercom/article/view/884. Acesso em: 11 jul. 2026.