Orientador: Heloisa Helena Baldy dos Reis / Dissertação (mestrado) - Universidade Estadual de Campinas, Faculdade de Educação Fisica / Made available in DSpace on 2018-08-15T01:20:21Z (GMT). No. of bitstreams: 1 Almeida_RicardoGuilhermeMonteirode_M.pdf: 1373841 bytes, checksum: 7fa4edd21f380c0a9060d490fb37a5c0 (MD5) Previous issue date: 2009 / Resumo: O tema definido para essa dissertação procura mostrar as condições atuais dos clubes de futebol e a sua relação com empresas patrocinadoras. Dentre os objetivos específicos, pretendemos identificar, junto aos patrocinadores de clubes de futebol, as vantagens e desvantagens analisadas no patrocínio; identificar, junto aos patrocinadores de clubes de futebol, o retorno de investimento após o término de contrato com um clube de futebol; identificar, junto aos patrocinadores de clubes de futebol, quais as ações realizadas durante o contrato com os clubes para aumento da visibilidade de sua marca e como são implementadas; identificar os fatores relevantes que fazem com que os patrocinadores esportivos não renovem seu contrato junto aos clubes de futebol; identificar os motivos de troca entre patrocinadores e clubes após o término de contrato de patrocínio esportivo; identificar se a desorganização na gestão de um clube de futebol interfere na descontinuidade de um contrato de patrocínio esportivo; identificar o reconhecimento por parte dos executivos de empresas dos riscos relacionados ao patrocínio esportivo e como enfrentar estas contingências. O desenvolvimento da dissertação se inicia em seu primeiro capítulo com algumas idéias e conceitos do marketing esportivo, mostrando o desenvolvimento e crescimento do marketing esportivo no Brasil e no mundo. No segundo capítulo, abordo o patrocínio esportivo, que mostra os efeitos e benefícios que essa ação pode gerar ao ser bem administrado, através de análises de retorno do investimento realizado pelas empresas patrocinadoras. Nos capítulos seguintes, serão apresentados os dados coletados por meio de entrevistas com as empresas patrocinadoras de clubes de futebol no Brasil e com os respectivos clubes patrocinados, com o objetivo de entender os motivos de uma descontinuidade, quais os impactos gerados e uma análise comparativa entre as respostas dessas empresas, podendo confirmar ou não as hipóteses levantadas durante a dissertação. / Abstract: The subject chosen for this dissertation tries to show the current conditions of the football clubs and their relationship with sponsors. Among the specific objectives to be identified, together with the sponsors of football clubs, the advantages and disadvantages discussed in sponsorship, identify with sponsors of football clubs, the return on investment after completion of contract with a football club, to identify, with sponsors of football clubs, including the actions taken during the contract with the clubs to increase the visibility of your brand and how they are implemented, identify relevant factors that make sports sponsors not to renew his contract with the club football; identify the reasons for exchange between sponsors and clubs after the end of the sponsorship contract, identifying the disorganization in the management of a football club discontinuity interferes with a contract of sports sponsorship, to identify the recognition by corporate executives risks related to sports sponsorship and how to deal with these contingencies. The development of the dissertation starts in his first chapter with some ideas and concepts of sports marketing, showing the development and growth of sports marketing in Brazil and the world. In the second chapter, I discuss sports sponsorship, which shows the effects and benefits that this action may cause to be well managed through analysis of return on investment for sponsors. In the following chapters will present the data collected through interviews with the sponsors of football clubs in Brazil and its sponsored clubs, in order to understand the motives of a discontinuity, which the impacts and a comparative analysis replies from these companies and can confirm or refute the hypotheses for the dissertation. / Mestrado / Educação Fisica e Sociedade / Mestre em Educação Física

Orientador: Martha Rosa Pisani Destro / Dissertação (mestrado) - Universidade Estadual de Campinas, Faculdade de Educação / Made available in DSpace on 2018-08-15T19:56:05Z (GMT). No. of bitstreams: 1 LiraNeto_JoaquimFranciscode_M.pdf: 992288 bytes, checksum: c992eb47460d169ef0b8426a2b404819 (MD5) Previous issue date: 2009 / Resumo: O presente trrabalho constiu-se numa pesquisa que teve como objetivo investigar os meios através dos quais o futebol foi e ainda pode ser utilizado como uma forma de reforço às idéias e valores que legitimam as relações capitalistas de produção. ...Observação: O resumo, na íntegra, poderá ser visualizado no texto completo da tese digital / Abstract: This work is based on a survey that aimed to investigate the ways in which football was and can still be used as a way of reinforcing the ideas and values that legitimize the capitalist relations of production. There has been an investigation of how football has been addressed by current approaches to Physical Education. In addition, the research works of authors from the historical-critical pedagogy revealed elements that an approach to Physical Education must have to make it possible to learn football in a view contrary to the dominant ideology. First, we examined specific ideological uses of football. To this end, we chose the periods of dictatorship of the New State and 1964-1985, on the understanding that were historic moments in football that was often used ideologically to serve the interests of the state. Later on, we present the analysis of the ideological use of football on the ground works of authors who studied the football and that, somehow, defend ideas that contribute to the legitimacy of capitalist relations of production. In the analysis of how football is present in the approaches of Physical Education, was made a division between approaches non-critical and critical, so that, without ignoring the contributions of the first, it was emphasized the point: the perception of the objective conditions of culture body that the latter approached a systematization that provides space for the teacher aims to combat the dominant ideology. In the last chapter, corresponding to the analysis of works by artists from the historical-critical pedagogy, which were investigated fundamental aspects of this trend can support a pedagogical teaching the elements of body culture contrary to the dominant ideology, where the football is intercepted in its relations with the concrete material conditions of social existence, in which it is built, and at the same time, this is the prospect of overcoming these conditions. These fundamentals can be summarized as follows: 1) the perception of constraints and objectives of education in the case of Physical Education, the body culture; 2) directiveness; 3) an education that addresses the relationship between content and practice the broader social - which is insufficiently explored, even by critical approaches of Physical Education, which still have attached to the field of experience of the elements of body culture. It is a literature review, and the theoretical and methodological framework adopted here is the dialectical and historical materialism, which is based on historical-critical pedagogy, so named by Dermeval Saviani / Mestrado / Historia, Filosofia e Educação / Mestre em Educação