SPORTS MARKETING AND PRACTICE: AN ANALYSIS OF OPPORTUNITY FOR DEVELOPMENT. / PRÁTICAS ESPORTIVAS E MARKETING: UMA ANÁLISE DE OPORTUNIDADE PARA O DESENVOLVIMENTO REGIONAL.

AUTOR(ES)
DATA DE PUBLICAÇÃO

2009

RESUMO

In Brazil, a consensus among researchers has been formed in years, about the need to revise the strategies traditionally adopted in the formulation of regional politics, modernizing and adapting them to the changes and progresses of the technological world. The current scenery point for changes and progresses in the administration subjects, seeking an accelerated development. Educational, sports and leisure strategies are included in that context. The study tried to detect if specific sporting practices after receiving governmental or private funds, or even after the application of marketing processes, can contribute to the development of a certain region. In this matter, institutionalized sports practices which are in activities and the ones that are being implanted in the city of Natal-RN-Brazil were investigated. In that line of investigation, research was develop in order to detect the existence of projects and marketing plans, to benefit the development of sports practices in the studied region. The type of research was exploratory and descriptive, and the universe was composed by 22 Sports Federations; 10 Physiotherapy clinics; 11 specialized sports equipment stores; and The State Secretary of Sports and Leisure SEEL and the Municipal Secretary of Sport and Leisure SEL. The data were obtained through the application of questionnaires, specific for each researched segment. The data analysis was based on the descriptive-quantitative interpretation of the frequencies obtained in the studied variables. Results showed that there is contribution for regional development of the sports practices, however, the market potential of those practices is explored in a very discreet way; it was also observed the inexistence of projects and sport marketing plans by the General Offices of Sports and Federations. The Federations possess the product that is the sport, but, they does not elaborate nor establish plans of sports marketing. Those plans would facilitate the accomplishment of their actions on behalf of the development of their respective modalities and, consequently, the development of the studied area. Finally, it is suggested a larger attention by the studied segments, in reference to the constant search for excellence in the delivered services.

ASSUNTO(S)

sports practices. sports marketing. region development. práticas esportivas, marketing esportivo, desenvolvimento regional. administracao

ACESSO AO ARTIGO

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