Práticas de marketing esportivo no Ceará Sporting Club (CSC)

Abstract

The purpose of this study is to analyze the sports marketing applied by the Marketing sector of the Ceará Sporting Club team, approaching sports marketing as a competitive advantage. The importance of the research is justified by the use of sports marketing tools and techniques in order to enhance the image and visibility of a sports association in the media, fans and sports consumers. It was a case study with a descriptive, exploratory and qualitative nature. For this, an interview was made with the Marketing Manager of the club, which aimed to collect information about how the club uses sports marketing. There was also the application of a questionnaire elaborated through questions validated in other studies, with a sample of fans, with 145 valid questionnaires. In order to analyze the data obtained, descriptive statistics were used. The results showed that most of the fans interact directly with the club's marketing actions and also the club's athletes, either in the acquisition of products that are related to their image, in the dissemination of practices to other fans, as well as in your relationship with the club. With the results obtained, it was noted that the main marketing practices used are relationship marketing, brand building, customer engagement, promotion and sales.