The goal of the diploma thesis is to create allocation model for Miss Sport project. This project is a platform, which allows effective association of sponsors and female athletes, who are members of the project. It results in decision tree, whose biggest advantage is in transparency and rate of decision making. One of the objectives is to analyze most important criteria, which are necessary to segment female athletes. One part is a list of aspects, which are important to sponsorship, but they are not included in allocation model directly. Research target is focused on evaluation of attractiveness of female athletes as one of the criteria, which are important for potential sponsors.

O patrocínio cultural, muitas vezes, é uma forma de contar histórias da organização. O objetivo deste trabalho é refletir e verificar se o patrocínio cultural é uma narrativa da organização. Para tanto, foi utilizada a análise da antenarrativa de Boje (2001), que analisa a narrativa organizacional a partir das diferentes vozes da organização. O objeto dessa análise foi a narrativa da cultura de três grandes empresas: Vale, Fiat Automóveis e ArcelorMittal Brasil. A antenarrativa permitiu identificar as conexões entre narrativa organizacional e patrocínio cultural. Ao final, concluiu-se que o patrocínio cultural é uma narrativa organizacional. / Cultural sponsorship, it is often a form of storytelling organization. The objective of this work is to reflect, and to verify, if the cultural sponsorship is a narrative of the organization. For this, we used the analysis of antenarrative Boje (2001), which analyzes the organizational narrative from the different voices of the organization. Thus, we analyzed the cultural narratives of three major companies: Vale, Fiat and ArcelorMittal. The antenarrative identified the connections between organizational narrative and cultural sponsorship. At the end, it was concluded that cultural sponsorship is an organizational narrative.

A partir da profissionalização do futebol no final do século XIX, a modalidade entra em crescimento exponencial, agregando um número de fãs e praticantes cada vez maior. Juntamente com isso, o esporte bretão é tomado por um processo de mercantilização fortíssimo, que modificou a categoria para sempre. Tal processo é destacado ao longo do trabalho, na figura da camisa de futebol, que foi criada com o simples intuito de diferenciação de equipes, mas que hoje é vista como base para campanhas publicitárias, divulgação de marcas e marketing de clubes, de forma a desfigurar a camisa com o intuito de vender um produto. Esse cenário instaurado é analisado no trabalho a partir dos conceitos do sociólogo francês Pierre Bourdieu, que percebe o futebol como um campo específico, regido por indivíduos que possuem um habitus adequado a esse campo, e que lidam com as diferentes formas de capital instauradas nesse meio, como o capital simbólico, atribuído a camisa. A mancha no manto proposta como foco deste trabalho é apresentada através da introdução e evolução do patrocínio no futebol, e as mudanças que isso gerou nas esferas que cercam a modalidade, fazendo da camisa um outdoor de marcas, atletas representantes de uma indústria comercial e tornando o torcedor em um consumidor em potencial em meio a essa nova ordem que tem envolvido o esporte em inúmeras investigações e escândalos de corrupção / From the professionalization of soccer in the late nineteenth century, the mode goes into exponential growth, adding a growing number of fans and practitioners. Along with this, the \"Breton\" sport is taken by a process of mercantile fortification that changed the category forever. This process is highlighted throughout the work, in the figure of the football shirt, which was created with the simple intention of differentiating teams, but today is the basis for advertising campaigns, brand promotion and marketing of clubs, disfiguring the shirt in order to sell a product. This scenario is analyzed in the work based on the concepts of the French sociologist Pierre Bourdieu, who perceives soccer as a specific field, ruled by individuals who have a habitus suited to this field, and who deal with the different forms of capital established in that environment, as symbolic capital, ascribed to the shirt. The stain on the mantle proposed as the focus of this work is presented through the introduction and evolution of sponsorship in football, and the changes that this generated in the spheres surrounding the modality, making the shirt an outdoor brand, athletes representing a commercial industry and making the supporter of a potential consumer in the midst of this new order that has involved the sport in numerous investigations and corruption scandals

A escolha do Brasil como país sede dos Jogos Olímpicos e Paralímpicos de 2016 tornou aparente a necessidade da estruturação de políticas públicas para o esporte, mais especificamente aquelas voltadas à preparação de atletas de alto rendimento. O tempo, a qualidade do treinamento esportivo, o sistema organizacional do esporte na sociedade e o financiamento estão, entre outros aspectos, relacionados, diretamente, a um ambiente ideal para o desenvolvimento do esporte de alto rendimento. Nesse sentido, o presente estudo discorrerá sobre o Programa Bolsa-Atleta, coordenado pelo Ministério do Esporte. A Bolsa-Atleta é uma política governamental voltada ao apoio de atletas de alto rendimento, instituída pela Lei 10.891, de 9 de julho de 2004, como forma de garantir a transferência direta de recursos financeiros, prioritariamente, aos atletas praticantes de modalidades Olímpicas e Paralímpicas. O presente estudo tem como objetivo analisar o processo de formulação, implementação e avaliação do Programa Bolsa-Atleta do Governo Federal, identificando como o benefício é aplicado e sua influência na preparação esportiva do atleta. Optou-se pela utilização do método de pesquisa descritiva exploratória com abordagem mista. Para coleta de dados o estudo envolveu procedimentos de pesquisa documental, realização de entrevistas semiestruturadas e aplicação de questionários. A análise documental se deu por meio da sistematização dos documentos selecionados e posterior estratificação dos elementos considerados relevantes para atingir os objetivos propostos pelo presente estudo. Foram realizadas dez entrevistas envolvendo gestores esportivos, auditores fiscais e consultores legislativos, sendo que para o processo de classificação e análise dos dados obtidos, por meio das entrevistas, optou-se pela técnica de categorização conforme estabelece Bardin (2004). Os dados coletados por meio do questionário enviado aos 6.132 atletas praticantes de modalidades olímpicas e paralímpicas, contemplados com a bolsa-atleta em 2015, foram tratados por meio da estatística descritiva, mediante a utilização da ferramenta de envio de questionários online GoogleDocs® e analisados com base nos objetivos definidos para o estudo em tela e à luz do referencial teórico. Por fim, foi possível verificar uma participação ativa de atletas, ex-atletas, dirigentes esportivos, entidades e agentes políticos ao longo do processo de formulação do Programa Bolsa-Atleta. Pode-se dizer que o Programa Bolsa-Atleta cumpre o papel para o qual foi criado, uma vez que o recurso financeiro chega, diretamente, no atleta. Contudo, alguns entraves foram apontados ao longo da implementação. Apurou-se que há consenso sobre a inexistência de metodologia padronizada para avaliar o Programa Bolsa-Atleta, enquanto Política Pública de esporte de alto rendimento. Considerando o objetivo do Brasil de figurar entre as nações consideradas potências esportivas, conclui-se ser de fundamental importância a manutenção e o incremento de uma Política Pública destinada a dar suporte direto aos atletas de alto rendimento. / The choice of Brazil as the host country for the 2016 Olympic and Paralympic Games brought to light the need for public policies for the sport, especially those implemented to prepare high performance athletes. The amount of time, the quality of training, the organizational system of the sport in society including its funding are, among other aspects, directly related to providing the ideal environment for the development of high performance sports. In this sense, the present study will go over the Athlete Sponsorship Program, coordinated by the Brazilian Ministry of Sports. The Athlete Sponsorship athletes by the passing of the Act 10.891 from July, 9th of 2004, as a way to secure the direct transfer of financial resources to Olympic and Paralympic sports athletes. This study its aimed to analyze the process of formulation, implementation and evaluation of the Athlete Sponsorship Program of the Federal Government, identifying how the descriptive exploratory method with a mixed approach. For data collection, the study involved documental research procedures, semi-structured interviews and questionnaires. The documental analysis was conducted through the systematization of the selected documents and subsequent stratification of the elements considered relevant to the objectives proposed by the present study. Ten interviews involving sports managers, fiscal auditors and legislative consultants were carried out. In order to classify and analyze the data obtained through interviews, the technique of categorization was chosen according to Bardin (2004). The data collected through the questionnaire sent to the 6,132 athletes of Olympic and Paralympic modalities, recipients of the Athlete Sponsorship Program in 2015, were treated through descriptive statistics, using the online questionnaire tool GoogleDocs® and analyzed based on the objectives of the study and in light of the theoretical reference. Finally, it was possible to verify an active participation of athletes, former athletes, sports leaders, entities and political agents throughout the process of formulating the Athlete Sponsorship Program. It can be stated that the Athlete Sponsorship Program fulfills the role for which it was created, since the financial resource comes directly to the athlete. However, some obstacles were pointed out throughout the implementation process. It was identified that there is consensus about the lack of a standardized methodology to evaluate the Athlete Sponsorship Program, as a Public Policy for high-performance sports. Considering Brazil's objective to be ranked among the nations considered as sports powers, it is concluded to be of fundamental importance to maintain and increase a Public Policy aimed at providing direct support to high-performance athletes.

A partir da profissionalização do futebol no final do século XIX, a modalidade entra em crescimento exponencial, agregando um número de fãs e praticantes cada vez maior. Juntamente com isso, o esporte bretão é tomado por um processo de mercantilização fortíssimo, que modificou a categoria para sempre. Tal processo é destacado ao longo do trabalho, na figura da camisa de futebol, que foi criada com o simples intuito de diferenciação de equipes, mas que hoje é vista como base para campanhas publicitárias, divulgação de marcas e marketing de clubes, de forma a desfigurar a camisa com o intuito de vender um produto. Esse cenário instaurado é analisado no trabalho a partir dos conceitos do sociólogo francês Pierre Bourdieu, que percebe o futebol como um campo específico, regido por indivíduos que possuem um habitus adequado a esse campo, e que lidam com as diferentes formas de capital instauradas nesse meio, como o capital simbólico, atribuído a camisa. A mancha no manto proposta como foco deste trabalho é apresentada através da introdução e evolução do patrocínio no futebol, e as mudanças que isso gerou nas esferas que cercam a modalidade, fazendo da camisa um outdoor de marcas, atletas representantes de uma indústria comercial e tornando o torcedor em um consumidor em potencial em meio a essa nova ordem que tem envolvido o esporte em inúmeras investigações e escândalos de corrupção / From the professionalization of soccer in the late nineteenth century, the mode goes into exponential growth, adding a growing number of fans and practitioners. Along with this, the \"Breton\" sport is taken by a process of mercantile fortification that changed the category forever. This process is highlighted throughout the work, in the figure of the football shirt, which was created with the simple intention of differentiating teams, but today is the basis for advertising campaigns, brand promotion and marketing of clubs, disfiguring the shirt in order to sell a product. This scenario is analyzed in the work based on the concepts of the French sociologist Pierre Bourdieu, who perceives soccer as a specific field, ruled by individuals who have a habitus suited to this field, and who deal with the different forms of capital established in that environment, as symbolic capital, ascribed to the shirt. The stain on the mantle proposed as the focus of this work is presented through the introduction and evolution of sponsorship in football, and the changes that this generated in the spheres surrounding the modality, making the shirt an outdoor brand, athletes representing a commercial industry and making the supporter of a potential consumer in the midst of this new order that has involved the sport in numerous investigations and corruption scandals

Sports in Sweden has become increasingly commercialized in order to compete with other associations and are thereby in need of capital. Companies often have the capital that the sport clubs are in need of and can through using the sports as a platform reach out to new or broader target groups. The purpose of this study is to see what the companies main interests are in sponsorship cooperation and whether there are tensions that lead to conflicts of interest. Our empirical material was collected using semi-structured interviews with six different respondents. We interviewed three different sports clubs and three corporations that are sponsoring these sports clubs. We have also used two descriptive theories, new institutional theory and the actor perspectivethat will help us understand what interest and tensions may possibly arise in a sponsorship collaboration between a company and sports clubs. The result we found showed that the sport clubs youth section was a major motivational factor for companies to sponsor sport clubs. Through them, they can reach a large target group of people and in this way strengthened their brand. The level of commitment regarding the sport clubs societal involvement are crucial for companies when considering sponsorship, it creates legitimacy for the companies and a better platform to strengthen their brand. The greatest interest of the sport clubs is to increase the quality of youth activities. The conclusions drawn are that the sport clubs must develop their knowledge about how they can communicate with the companies in order to strengthen their position in negotiations. If they can connect their business to the sustainability goals many companies need to achieve, they have come a long way. Those tensions that exist in contractnegotiations, managing of where the capital is being placed and how negative publicity amongst the companies or the sport club are handled to avoid leading to conflict, they should communicate and follow the agreement that has been written. However, the position of power can easily shift during critical times, which in turn affects the actors position in negotiations.

Increasingly, communities in regional areas are turning to sports events of a small scale to bring new money into their local economy, provide employment, and provide intangible benefits such as increased community pride. Sports events held on an irregular basis can attract visitors from outside a host community, thus resulting in an increase in business during slow periods and possibly promote the host region as a tourist destination after an event has been staged.In many instances, sponsorship has proven to be the financial lifeblood of sport tourism events held in regional areas, and often provides a majority of the revenue necessary to sustain the successful staging of such events. Small and medium-sized enterprises (SMEs) frequently provide the sponsorship necessary to stage such events, owing to the fact that large businesses are sparse in regional areas.The academic community has paid little attention to the sponsorship nexus between SMEs and regional sport tourism events, which this study aimed to address. Grounded in the interpretivist social sciences paradigm, this qualitative study examined five case studies through interviewing five SME owner/managers and five managers of regional sport tourism events. Areas examined included perceptions of sponsorship, reasons why SMEs provided sponsorship to regional sport tourism events, sponsorship leveraging, evaluation of sponsorship effectiveness, and how sponsorships were initiated between SMEs and regional sport tourism events.The results of this research found that the event managers and SME sponsors shared differing perceptions of what constitutes ‘sponsorship’. Volunteer event managers tended to view sponsorship in a somewhat philanthropic manner, while professional event managers were well aware of the importance of reciprocating a return on investment to their sponsors. Sponsorships in this context were initiated either through formal request or networks of personal contacts between SMEs and event organising committees. The sponsorships studied were found to be highly informal in nature and bound by gentlemen’s agreements, as opposed to legally binding contracts.The primary reasons driving SMEs to sponsor such events were related to supporting their local community and to be seen as socially responsible. Engaging in sponsorship to achieve bottom-line objectives were secondary to community involvement, which confirmed findings from similar studies conducted previously.The results also indicated that sponsorship leveraging and evaluation of sponsorship effectiveness did occur, albeit with varying degrees of success. Both sponsors and event managers tended to exhibit low levels of proficiency in being able to carry out effective sponsorship leveraging and evaluations, and as such leveraging and evaluation techniques employed in these sponsorships tended to be unsophisticated and inexpensive to execute. Only one of the five events studied provided any written post-event feedback to their sponsors.

<p>What is a sports agent and what does a sports agent do? This is described in the thesis, through an explanation of the different functions and characteristics. It is also discussed how to use these functions and characteristics in the best way so that the sports agent can reach success. The complex concept “success” is also discussed so that it is adapted to this thesis and the profession of sports agents. Furthermore, the thesis contains recommendations of how to be successful in the sports agent business.</p>

What is a sports agent and what does a sports agent do? This is described in the thesis, through an explanation of the different functions and characteristics. It is also discussed how to use these functions and characteristics in the best way so that the sports agent can reach success. The complex concept “success” is also discussed so that it is adapted to this thesis and the profession of sports agents. Furthermore, the thesis contains recommendations of how to be successful in the sports agent business.

Background: Sponsoring is a marketing and communication tool that has had a major growth over the last two decades. Sponsoring is one of the fastest expanding ways for companies to communicate with their target audience. Despite this, there has been a lack of awareness considering the sponsorship relationships and how they evolved. Most of the research conducted up to now within the area of sponsorship has just been focusing on the sponsoring part as a separated unit, without considering the connection with the sponsee. Purpose: The purpose for this research is to investigate the relationship between a sponsee and its sponsors to identify success factors and how the parties act in order to ensure these success factors. Method: This qualitative research has been conducted by a deductive approach where interviews were held as data collection method. The research has been based on a descriptive design. Conclusions: This research shows that strong commitment and good frequent communication are key factors in order to have a successful sponsorship relationship. The research also shows the importance of having mutual goals in sponsorship relationships, since mutual goals have a tendency to increase the commitment from both parties in a sponsorship relationship.