quarta-feira, 20 de junho de 2007

1º Forum ESPM de Marketing Esportivo


Peço desculpas pela ausência prolongada, mas estive em São Paulo nos últimos dois dias acompanhando o 1º Forum ESPM de Marketing Esportivo. Uma oportunidade muito interessante de conhecer cases de sucesso e as tendências do mercado. Dentre os palestrantes, Julio Casares, Diretor de Marketing do São Paulo, Erich Beting, do ótimo Máquina do Esporte e Fábio Medeiros, da TV Esporte Interativo.

Um dado interessante apresentado por Roger Garcia, da Pro Entertainment Licenciamentos, é que, ao contrário do que muita gente pensa, a torcida do São Paulo não é tão elite assim. De fato, em São Paulo, a maior torcida nas classes A e B é justamente a do Corinthians. Algo a se pensar, afinal muita coisa tem sido falada na base do "achismo".

Marcos Yano, da Tática Marketing Esportivo, falou algo que também achei interessante: existe ainda uma idéia de que partocínio esportivo é uma ajuda, mas não é. Patrocinar equipes e projetos esportivos é um investimento altamente lucrativo, e os números comprovam isto.

Celso Schvartzer, Diretor de Planejamento dos Jogos Pan-Americanos Rio 2007, apresentou a campanha de marketing por trás do Pan e foi sabatinado com perguntas referentes à imagem do evento, abalada pelo superfaturamento e atraso das obras. Já Erich Beting mostrou dados muito concretos de como um evento esportivo de tamanha magnitude traz benefícios e lucros para o país organizador - resta ao Brasil apoveitar esta chance de ouro que tem com o Pan e, muito provavelmente, terá com a Copa 2014.

Por fim, a principal lição que fica para quem trabalha na área ou quer entrar nela: o esporte hoje é, antes de mais nada, um negócio. Existe sim a bola, a corrida ou a natação, mas é tudo uma oportunidade de LUCRO. Engraçado que todos os palestrantes falaram que o esporte tem o valor da PAIXÃO, que pode ser muito utilizado para atrair o consumidor e, conseqüentemente, o patrocinador. Mas, ao virar negócio, o esporte perde muito da sua paixão. Um círculo nada virtuoso.

21 comentários:

Anônimo disse...

poxa que legal, esse eventos deveriam se apresentado no pais todo, para assim como vc teve todos posam ter os mesmos aprendizados...que pena q isso se limita a eixos pre estipulados pela midia.
Abraço.

Dassler Marques disse...

E me conheceu!
hahahaha

pensei em fazer um resumo sobre o evento, talvez faça amanhã. mas não ficará tão bom quanto este.

abraço cara!
foi um grande prazer, sem dúvida alguma.

e para com aquele cigarro fedido :P

Gerson Sicca disse...

Excelente postagem. Relamente, times de massa acabam tendo torcidas disseminadas por todas as classes sociais. Lembro-me de uma antiga pesquisa da Placar que indicava ser o Santa Cruz o único time com torcida majoritariamente da classe D(o povão mesmo). Nos grandes clubes, havia até algumas tendências, mas nada que demarcasse fortemente a torcida em uma classe.
Abraço

Yara Gomes disse...

gente eu estoou com umas dúvidas a respeito da ESPM e gostaria que vcs me ajudassem . grata

Yara Gomes disse...

qualquer coisa .. meu email é esse .. yeragomes@hotmail.com

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