Descrição de um Caso Envolvendo Marketing de Experiência Através de Patrocínio Esportivo no Segmento B2B

Paula Yumi Yamamoto, Maria Luiza de Oliveira Cordova, Leandro Carlos Mazzei

Resumo


O objetivo deste trabalho é descrever a utilização da estratégia de marketing de experiência através de patrocínio esportivo de uma empresa de comercio de equipamentos esportivos que atua no contexto business-to-business (B2B) com seus clientes. O artigo atua tem como base teórica autores que defendem que no segmento B2B, as relações podem ser influenciadas por atributos emocionais e nas evidências de que o patrocínio esportivo é uma maneira de comunicar estes atributos. A partir de Análise de Conteúdo de entrevistas semiestruturadas realizadas, foram identificadas quatro categorias: 1) Cultura Organizacional da Empresa; 2) Contexto e Histórico sobre ações de Patrocínio, 3) Patrocínio Esportivo; 4) Retornos com Marketing de Experiência, onde as considerações remetem que o Marketing de Experiência através de um patrocínio esportivo no contexto B2B deve contar com profissionalismo, ter coerência entre a cultura da empresa e objeto patrocinado, além de se estabelecer planos de ações para que o retorno almejado seja conquistado.

 


Palavras-chave


patrocínio esportivo; marketing de experiência; business-to-business

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