Marketing esportivo: um estudo de caso sobre a Associação São Carlos Futsal

Abstract

Sports marketing is a widely used tool by companies to promote their brand, product, or service, using sports as a means of communication with their target audience. This study aims to analyze the perceived value creation resulting from sports sponsorship of a indoor soccer club in the city of São Carlos, Santa Catarina, Brazil – the São Carlos Futsal Association (ASCF). With a qualitative approach, the research data were collected through document analysis, social media content review, and conversations with members of the association's board. Semi-structured interviews were also conducted with managers from five companies that sponsor the ASCF, with the central information being recorded by the researcher, transcribed, and synthesized in line with the research objectives. The study concluded that sponsorship is the primary sports marketing activity of the ASCF, with 19 sponsors identified, most of which are local family- owned businesses. Social media and printed media are the main channels of promotion used by the association, where they feature their sponsors' logos on team jerseys and in these spaces. Company managers sponsor the local indoor soccer team primarily motivated by the desire to support a community organization and to associate their brand as a supporter of sports. Key outcomes mentioned include brand visibility and customer loyalty. The study provides practical insights relevant to the ASCF's board regarding strategies for attracting sponsors in future seasons. It also proposes a series of actions that can contribute to strengthening the local and regional sports system, resulting in better outcomes for all involved parties.