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Impacto do marketing desportivo: comportamento do consumidor no futebol
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Esta tese analisa o impacto do marketing desportivo, com especial foco no marketing digital, na construção da ligação emocional e comportamental dos adeptos com os clubes de futebol. A investigação parte da evolução histórica do futebol e da sua profissionalização até à consolidação do marketing como ferramenta estratégica no desporto. Através de uma revisão da literatura e da análise de dados recolhidos por inquérito, identificaram-se fatores que influenciam o comportamento do consumidor no contexto futebolístico, incluindo fatores psicológicos, sociais e culturais. Os resultados mostram que as campanhas de marketing dos clubes influenciam significativamente a decisão de compra de produtos e serviços por parte dos adeptos, bem como a perceção da imagem e identidade dos clubes. A presença ativa nas redes sociais revela-se determinante para fortalecer a lealdade e o envolvimento dos adeptos, sendo o marketing digital a estratégia mais eficaz para criar conexões emocionais com o público. Por outro lado, programas de fidelidade e campanhas tradicionais têm um impacto mais limitado. Com base nos dados obtidos, conclui-se que as estratégias digitais interativas, como promoções e conteúdos exclusivos, são essenciais para manter e aumentar a base de adeptos, potenciar o consumo e reforçar a ligação afetiva com o clube. Esta investigação contribui para o entendimento do papel do marketing no futebol moderno, destacando a importância crescente da comunicação digital como meio de fidelização e aproximação entre clubes e fãs.
This thesis analyzes the impact of sports marketing, with a particular focus on digital marketing, in building the emotional and behavioral connection between fans and football clubs. The research begins with the historical evolution and professionalization of football, leading to the consolidation of marketing as a strategic tool in the sports industry. Through a literature review and the analysis of survey data, various factors influencing consumer behavior in the football context were identified, including psychological, social, and cultural aspects. The results show that football clubs’ marketing campaigns significantly influence fans' purchasing decisions regarding products and services, as well as their perception of the club’s image and identity. An active presence on social media proves to be crucial in strengthening fan loyalty and engagement, with digital marketing emerging as the most effective strategy for creating emotional connections with the audience. On the other hand, loyalty programs and traditional campaigns show a more limited impact. Based on the collected data, it is concluded that interactive digital strategies, such as promotions and exclusive content, are essential to maintain and grow the fan base, drive consumption, and reinforce the emotional bond with the club. This research contributes to a better understanding of the role of marketing in modern football, highlighting the growing importance of digital communication as a means of fostering fan loyalty and strengthening the club–supporter relationship.
This thesis analyzes the impact of sports marketing, with a particular focus on digital marketing, in building the emotional and behavioral connection between fans and football clubs. The research begins with the historical evolution and professionalization of football, leading to the consolidation of marketing as a strategic tool in the sports industry. Through a literature review and the analysis of survey data, various factors influencing consumer behavior in the football context were identified, including psychological, social, and cultural aspects. The results show that football clubs’ marketing campaigns significantly influence fans' purchasing decisions regarding products and services, as well as their perception of the club’s image and identity. An active presence on social media proves to be crucial in strengthening fan loyalty and engagement, with digital marketing emerging as the most effective strategy for creating emotional connections with the audience. On the other hand, loyalty programs and traditional campaigns show a more limited impact. Based on the collected data, it is concluded that interactive digital strategies, such as promotions and exclusive content, are essential to maintain and grow the fan base, drive consumption, and reinforce the emotional bond with the club. This research contributes to a better understanding of the role of marketing in modern football, highlighting the growing importance of digital communication as a means of fostering fan loyalty and strengthening the club–supporter relationship.
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Palavras-chave
Marketing desportivo Futebol Decisão de compra Comportamento do consumidor Marketing digital