A carregar...
Publicação
Impacto dos patrocinadores locais e internacionais nos participantes em corridas de atletismo
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 538.44 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
A corrida é uma atividade física popular e conveniente. A distância mais popular são os 5 km, registou mais de 8,9 milhões de corredores inscritos em 2018. Os investimentos de empresas em patrocínios em todo o mundo ultrapassaram US$ 65 bilhões (IEG, 2018). Aumentar a notoriedade da marca é um dos principais objetivos para as empresas patrocinadoras. A maior parte das investigações em patrocínio não foi feita da perspetiva dos participantes, existem resultados contraditórios e não foi avaliada a dependência entre a taxa de reconhecimento da marca e os patrocinadores locais e internacionais. O objetivo do estudo foi (i) determinar as taxas de reconhecimento das marcas dos patrocinadores, ii) a existência de diferenças entre a taxa reconhecimento dos patrocinadores verdadeiros e dos patrocinadores falsos, e; iii) a existência de diferenças entre a taxa reconhecimento dos patrocinadores locais e a taxa de reconhecimento dos patrocinadores internacionais entre os corredores da corrida de atletismo Scalabis Nignt Race. Uma amostra de 736 corredores de uma das corridas de atletismo mais populares de Portugal respondeu a um questionário. O teste qui-quadrado e o teste-t foram realizados para avaliar as diferenças entre os grupos de corredores. Os resultados mostraram uma taxa média de reconhecimento dos patrocinadores de 76.5%. As marcas dos patrocinadores verdadeiros em todas as categorias de produto evidenciaram taxas de reconhecimento superiores quando comparados com as taxas de reconhecimento dos patrocinadores falsos, sendo estas diferenças significativas do ponto de vista estatístico. Foram encontrados relevantes resultados expressos pelas elevadas taxas de reconhecimento das marcas locais (Bijou, Taberna Quinzena e WShopping), sendo estas diferenças estatisticamente significativas, apesar da maioria dos corredores ter uma origem nacional. O patrocínio ao desporto baseado em participação massiva em corridas de atletismo é uma ferramenta impressionante para aumentar a notoriedade da marca dos patrocinadores.
Running is a popular and convenient leisure physical activity. The most popular distance is the 5 km that accumulated 8.9 million records in 2018. Investments by companies in sponsorship around the world exceeded $ 65 billion (IEG, 2018). Increasing brand awareness is one of the main goals for companies to get involved in sponsorships. Most of the research of sponsorship has not been done from the of participation-based sport perspective. Some results obtained remain contradictory and the dependency between the sponsor's brand recognition rate and local and international sponsors. The purpose of the study was (i) to determine the brand recognition rates of sponsors, ii) the existence of differences between the recognition rate of real sponsors and false sponsors, and; iii) the existence of differences between the recognition rate of local sponsors and the recognition rate of international sponsors between the runners of the Scalabis Nignt Race. A sample of 736 runners from one of Portugal's most popular athletic races completed a questionnaire. A Chi-square Test and T-Test was carried out to evaluate the differences between the groups of runners. The average recognition rate for sponsors was 76.5%. The brands of the true sponsors in all product categories showed higher recognition rates when compared to the recognition rates of the false sponsors, these differences being statistically significant. Relevant results were found expressed by the high recognition rates of local brands (Bijou, Taberna Quinzena and WShopping), these differences being statistically significant, despite the fact that most of the runners have a national origin. The sponsorship of the athletics race mass participation-based sport is an impressive tool to raise sponsors brand awareness.
Running is a popular and convenient leisure physical activity. The most popular distance is the 5 km that accumulated 8.9 million records in 2018. Investments by companies in sponsorship around the world exceeded $ 65 billion (IEG, 2018). Increasing brand awareness is one of the main goals for companies to get involved in sponsorships. Most of the research of sponsorship has not been done from the of participation-based sport perspective. Some results obtained remain contradictory and the dependency between the sponsor's brand recognition rate and local and international sponsors. The purpose of the study was (i) to determine the brand recognition rates of sponsors, ii) the existence of differences between the recognition rate of real sponsors and false sponsors, and; iii) the existence of differences between the recognition rate of local sponsors and the recognition rate of international sponsors between the runners of the Scalabis Nignt Race. A sample of 736 runners from one of Portugal's most popular athletic races completed a questionnaire. A Chi-square Test and T-Test was carried out to evaluate the differences between the groups of runners. The average recognition rate for sponsors was 76.5%. The brands of the true sponsors in all product categories showed higher recognition rates when compared to the recognition rates of the false sponsors, these differences being statistically significant. Relevant results were found expressed by the high recognition rates of local brands (Bijou, Taberna Quinzena and WShopping), these differences being statistically significant, despite the fact that most of the runners have a national origin. The sponsorship of the athletics race mass participation-based sport is an impressive tool to raise sponsors brand awareness.
Descrição
Palavras-chave
corridas de atletismo eficácia do patrocínio eventos desportivos marcas internacionais marcas locais athletics races international brands local brands sponsorship effectiveness sport events
Contexto Educativo
Citação
Silva, A. (2021). Impacto dos patrocinadores locais e internacionais nos participantes em corridas de atletismo, Revista Intercontinental de Gestão Desportiva, 11(e110001), 1-20. https://doi.org/10.51995/2237-3373.v11i1e110001