The sport marketing as a tool of valuation of the brands: a case study of the sport event “Corrida Rústica Cidade Carinho”

Abstract

The business environment, increasingly competitive, is requiring companies to search for new strategies and tools that enhance their intangibles. Among these tools, sport marketing has been highlighted as an opportunity for achievement and maintenance of customers, because companies have realized that the union of their brand with the sport generates positive results for your image. Thus, this study sought to identify how sponsorship actions in sport events contribute for the brand building and valuation of its brand equity. The methodology consisted of a case study, with the object of analysis the sporting event Corrida Rústica Cidade Carinho, which takes place annually in Uba-MG. As a method of data collection, it was used the personal interview, which was conducted with five managers, representatives of the sponsors of this event. As a summary of the data collected, we can conclude that only a sponsor presented strategic elements in their responses, while other sponsors do not view sport sponsorship as a planned action. The analysis of the responses showed that these investments were originated by different issues that do not relate to the image of the organization, the relationship with the costumers or commercialization. Therefore, we can conclude that the decisions of executive projects related to sport sponsorship, are more linked to philanthropy not characterizing an action intended or planned.