COMUNICAÇÃO ESTRATÉGICA DE IES ATRAVÉS DO HANDEBOL DE ALTO RENDIMENTO

A tese aborda como a Universidade Metodista de São Paulo (UMESP) e a Universidade de Taubaté (UNITAU) utilizam o esporte de alto rendimento como meio de divulgação estratégica. O estudo mostra qual é a relação existente entre a comunicação institucional e mercadológica das referidas IES e o handebol de alto rendimento. A tese objetiva também, apresentar as ferramentas de comunicação utilizadas por UMESP e UNITAU para divulgar suas ações de patrocínio e, por fim, avaliar o grau do fluxo de comunicação dos profissionais de comunicação e marketing das IES com gestores esportivos do handebol. A comparação entre as IES analisadas deu-se pelo uso do método de pesquisa de ‘estudos de casos múltiplos’, já a pesquisa documental e a bibliográfica foram utilizadas para a construção teórica do trabalho. Os dados dos objetos de estudo foram coletados através do uso da técnica de entrevista, estas que, adotaram a característica ‘semiestruturada’ com perguntas abertas e uso de roteiro. Concluiu-se que as universidades UMESP e UNITAU pouco exploram a imagem vitoriosa do handebol de alto rendimento que investem como meio estratégico de divulgação.

Patrocínio no circuito nacional de surf : estudo da notoriedade, atitude e intenção de compra dos espectadores face a uma marca

Com a realização deste estudo pretendeu-se cumprir dois objetivos: i) aferir a eficácia do patrocínio desportivo através da utilização de medidas como a notoriedade da marca, a atitude face ao patrocinador e a intenção de compra dos espectadores presentes no circuito nacional de surf (Liga Moche); ii) analisar a forma como o envolvimento das pessoas com o surf pode ter influência na eficácia do patrocínio. Para cumprir estes objetivos foram aplicados 250 questionários a espectadores presentes nas provas do circuito nacional de surf. Os dados foram analisados através de estatística descritiva, testes de correlação de Pearson e de tstudent. Os resultados indicam que a marca patrocinadora do evento de surf, a Moche, apresenta elevados níveis de notoriedade espontânea (83,2%) e assistida (91,2%) entre os espectadores do circuito nacional e que os espectadores apresentam também atitudes favoráveis assim como intenções de compra favoráveis. Verificou-se também uma correlação significativamente positiva entre a atitude face ao patrocinador e as intenções de compra. Por último, os praticantes de surf e os espectadores dos eventos apresentam uma atitude mais favorável e maiores intenções de compra dos produtos patrocinadores do que os que não praticam surf nem costumam assistir a eventos de surf. Estes resultados devem ser levados em consideração pelos responsáveis de futuros eventos de surf.

Sagres beer and its sponsorship strategy: Will Sagres score with Sport Lisboa e Benfica?

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Alcohol Marketing, Communications and Sponsorship Codes of Practice

In 2002 the Minister for Health and Children met with representative organisations from the Advertising Industry, the Association of Advertisers in Ireland (AAI), representing advertisers, the Institute of Advertising Practitioners in Ireland (IAPI), representing the advertising agencies and Drinks Industry Group Ireland (DIGI) representing the Alcohol Drinks Industry. The discussions centred on the Ministerâ?Ts concerns about some of the content, weight of exposure and placement of alcohol advertising. In addition, issues were discussed on activities involved in the sponsorship of, and activities surrounding, music and sports events. Download document here

Professional sports and gambling regulation in Finland - Examining the institutional factors of gambling affecting professional sport clubs in Finland

This study examines how to institutional environment of gambling is currently in motion both in Europe and Finland. Furthermore, it examines the criticism by Finnish professional sport clubs directed towards the national gambling monopolies, especially Veikkaus Oy. This criticism addresses the acclaimed issue of low or non-existing sponsorship funds coming to the clubs despite the clubs’ duties to promote Veikkaus Oy in their stadiums etc. In essence the main research objective was to examine the interaction and institutional environments of both Finnish professional sport clubs and gambling regulation. This was done through three sub-objectives: 1) to analyze professional sport as business and its institutional environment 2) to analyze the institutions of gambling in their current state and their potential future 3) to evaluate the potential impact of an institutional change in gambling legislation to the professional sport clubs The findings from Finland were then compared to those of Denmark where an institutional change had occurred in gambling regulation. Empirical data was collected through multiple interviews. Interviewees represented sport clubs (7), sport association (1), sport league (1), Finnish monopoly representatives (2), commercial gambling providers (1), Danish monopoly system representatives (1), Danish sport club (1). In addition a vast amount of secondary data (e.g. Green and white books by EU, court decisions, a variety of studies etc.). Theoretically this study combines the aspects of institutional theory with the theory of professional sports as business. This proved to be a rather new approach and no published literature was found to have done specifically this. The findings of this study are twofold, on the European level it is clear that the momentum if towards a more liberated gambling market while Finland is at the moment trying to go the opposite direction and uphold its monopoly. From the sport club’s level the findings suggest that currently sport clubs do not directly benefit from the funds originated from Veikkaus Oy as these funds are more or less used on the association/league levels. However, the clubs themselves are also lacking in self-criticism as they are lacking in clear sponsorship packages/programs which Veikkaus Oy might be interested in participating. If liberation of the gambling market would occur it is highly possible that that the largest clubs in football and ice-hockey would be the main beneficiaries while smaller clubs and sports could possibly be worse off than currently. These interpretations were well supported by the findings from Denmark.

USING ATHLETE ENDORSEMENT IN BRAND POSITIONING – An insight from multinational sports goods companies

It has become a popular method in marketing campaigns to use well-known and admired personalities to promote products. A famous person can draw attention to the brand and change consumers’ perceptions of the brand. The research problem of this study was to offer guidelines on how to use athlete endorsement effectively in brand positioning. This research tried to illustrate how athlete endorsement is a vital brand building factor. Athletes have been found to have special credibility, so this research concentrated on the sports goods industry. Furthermore, athlete endorsement has become a natural part of communicating a sports brand. Athletes highlight the performance of the brand to the consumers. The study was conducted as a qualitative research applying case study method. The two case companies selected for this study were Adidas and Puma. The main findings of the empirical research corresponded to the theoretical framework of the study. Brand positioning strategies in the sports goods industry often include athlete endorsement to some extent. Large multinational companies try to attract the best athletes to promote their brand. The key to successful brand positioning is to have a good product with the right personalities to promote it. However, large multinational companies may face difficulties in localizing their marketing efforts. As a result, global campaigns may not be lucrative everywhere. The role of an expert in an athlete’s sport has resulted in increasing credibility in promoting brands. Creating a superior product in consumers’ minds creates competitive advantage. A top athlete may be linked with superior equipment. After considering the goals of the positioning strategy, companies need to plan their brand awareness process, brand image and brand values. Then, athletes need to be selected based on their characteristics to meet the criteria. Sport sponsorship is a way to support the message delivered through athlete endorsement. Athlete endorsement and sport sponsorship complement the marketing communications mix of a brand. Additionally, companies raise brand awareness and communicate brand image through the athlete. Thus, athletes may earn more money through the sponsorship deals and even feature the advertisements after their professional career. Key words

Triadic Perspective to Sport Sponsorship Relationships

Often the empirical studies about sport sponsorship co-operation have concentrated on the relationships between the sponsor and the sponsored target excluding the phenomenon sports manager, i.e. the intermediating actor from further examination. In this study the purpose was to contribute to the research gap in the current literature by thoroughly describing the roles and relationships in the sport sponsorship co-operation that includes an intermediating actor, that is a triad. The main objective was pursued to fulfill with the help of two sub-level research questions that were identified as ”What is the nature of the sport sponsorship triad?” and ”What is the role of the intermediating actor within the sport sponsorship triad?” First, the theorethical framework was constructed based on the existing literature of business relationship triads and sponsorship co-operation that were integrated in the synthesis of the theories the purpose of which was to produce a framework for empirical research. Then a qualitative research was conducted by using a single-case study approach. The data was collected through a semi-structured theme interview in person with the sports manager. Similar questionnaires were sent out to the sponsor and the athlete and answered in writing. After collecting the data, the actor roles’ and their relationships were examined individually, after which the analysis of the results was carried out and divided according to the research questions. The nature of the sport sponsorship triad was found to be a serial triad that could be likened to a system of two dyads connected by the intermediating actor. Each actor seemed to occupy a specific justifiable position within the co-operation, even though the relationships were found to be unbalanced in terms of resources, power/strength, interaction patterns and interconnectedness. The core role of the intermediating actor was found to be the role of a mediator, which was seen to increase the other parties’ dependence of the manager’s performance. Therefore, the role of the intermediating actor should be considered crucial for the very existence of the sport sponsorship co-operation, especially in cases where the nature of the triad is a serial triad.

Exploring the usefulness of a consumer activity index in the sponsorship-linked marketing context

Despite the now well developed use of sponsorship-linked marketing, there have been few methodological advances in the measurement of sponsorship constructs and outcomes. This paper offers a preliminary development of an activity index for use in the sponsorship marketing context. The activity index seeks to capture the consumer's extended experience with sport (rugby) and considers the relationship of this overall experience to sponsorship-related outcomes of interest. Initial development of the index, based on a convenience sample of 108 people visiting a sports centre, shows promise.

Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism

This study investigates Chinese consumers' responses to foreign and domestic sponsors engaged in the Beijing Olympic Games. It identifies direct causal relationships between consumer ethnocentrism, attitudes towards the sponsor and product judgement. Findings reveal that event involvement mediates the positive relationship between consumer ethnocentrism and attitudes towards the domestic sponsor. Attitudes towards foreign sponsors are found to be a significant mediator in the relationship between consumer ethnocentrism and judgements of the sponsors' products. Theoretical and managerial implications are discussed.

Pedagogia do esporte : organização, sistematização, aplicação e avaliação de conteúdos esportivos na educação não formal = Sport pedagogy : organization, systematization and application of sports content in non-formal education

Universidade Estadual de Campinas . Faculdade de Educação Física

Monitoramento de parâmetros imunológicos em atletas adolescentes de basquetebol durante e após a temporada esportiva= : Monitoring of immunological parameters in adolescent basketball athletes during and after a sports season

Universidade Estadual de Campinas . Faculdade de Educação Física

Academic papers about fight, martial arts and combat sports

The present study had as objective to verify the production of fight, martial arts and combat sports in articles published in the main Physical Education academic journals available in Brazil after the establishment of the CONFEF, as well as analyze the subjects studied in these articles. The subject classification followed Tani (1996)`s proposition concerning an academic structure to Kinesiology, Physical Education and Sport. When considering the 2561 articles published on these journals only 75 (2.93%) were related to Fight/Martial Arts/Combat Sports. It was verified a predominance of studies conducted in the Biodynamic area (40%), followed by Human Movement Socio-cultural Studies (32%) and Motor Behavior (8%). The applied studies were divided as: Human Movement Pedagogy (10.7%), Sports Training (8%), Sports Administration (1.3%) and Adapted Human Movement (none study published). These data indicate: (1) a reduced number of publications concerning these activities, especially those of applied nature; (2) a need to promote inter and multidisciplinary research about this subject.