A percepção do professor de marketing sobre o que é marketing esportivo

Abstract

The objective of this study is to identify marketing professors' perceptions of sports marketing and its scope of activity. At the end of the study, a definition of sports marketing is proposed. To achieve this objective, the historical evolution of marketing is initially traced since the beginnings of society to understand how this concept has changed over time and its current meaning. Next, a study of sports is conducted, analyzing it from various historical, political, economic, sociological, ideological, labor, cultural, and pedagogical perspectives. The historical evolution of sports marketing is also traced to determine whether its original meaning has changed. This study also aims to identify how the connection between business and sports began to emerge in the early 20th century. Based on the study of the evolution of marketing, sports marketing, and sports, an exploratory, qualitative study was conducted with marketing professors to determine what sports marketing means, in the sample's perception. This research also aims to answer the list of activities covered by sports marketing and whether, in the interviewees' opinion, the concepts, practices and strategies developed in service marketing fully encompass sports marketing.