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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.

Thesis (MTech (Marketing))--Cape Peninsula University of Technology, 2010 / A total of R4.8 billion was spent on sports sponsorship in South Africa in 2008, while a remarkable increase in sports sponsorship indicates that research, which deals with studying effectiveness of sports sponsorship, is essential. Moreover, brand extension was considered as a means to assist brand revitalisation and revival; however, in order to render brand extension implementation successful proved another important aspect of this research. Therefore, this research answers the question: can marathon sponsorships help sponsors to achieve effective and successful brand extensions? This study applied quantitative methodology as its research design. A self-administered questionnaire was designed for the survey and quota sampling was implemented in the research. A sample of 122 athletes who ran the full marathon at the Weskus Marathon was collected at the venue where athletes collected their running numbers on 5th of March 2010 for the following day’s race. This process continued until the researcher had asked 122 athletes for their cooperation to complete the questionnaires. The responses indicated that marathon athletes agreed that: first, a qualified marathon enhances the sponsor's brand image; second, the sponsor's brand was visible at the previous event; third, I can recall the sponsor’s brand of the most recent marathon in which I participated (excluding current marathon); fourth, sponsoring the marathon enhanced my awareness of the sponsor's brand/product; and last, it is good to have the same sponsor sponsoring a marathon continuously. Conversely, the responses also illustrated that the marathon athletes were neutral towards the following research statements: firstly, participating in marathons that have high media coverage; then, I will buy a new product in addition to the brand, which sponsored the marathon; and finally, my experience of the marathon will influence my decision to buy a new product in addition to the brand, which sponsored the marathon. Hence, the research explored the hypothesis that marathon sponsorship can be utilized as an effective way to achieve brand extension. Furthermore, regarding brand extensions and marathon sponsorships, male athletes of the Afrikaner or English culture who use English as their home language, think that marathon sponsorships will be effective for brand extensions. Such athletes are normally around 41 to 50 years old, are professional, managerial and are involved in other work such as administrative, marketing, skilled craft, self employed and so on, and have a higher education – postgraduate diploma/degree, while their running years range from 3 to 5 years.

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.

nÃo hà / The objective of this study is to identify and characterize the existence of moral hazard in the dental plans market when there is some kind of sponsorship in cash counter installments. This paper compares the behavior between plans with total sponsorship, with partial sponsorship and without sponsorship. Count Models were used to measure the over use of dental services. Empirical data from a exclusively dental plan, characterized by ANS as Odontologic Group, were collected, processed, described and analyzed to test the hypotheses raised about the moral hazard reduction when there is any kind of sponsorship. The results revealed strong evidence of regionalism in demand for appointments, showing localities where the sponsorship effect decreases the demand for appointments and other locations where the same effect increases this same demand. / O objetivo deste estudo à identificar e caracterizar a existÃncia do risco moral no mercado de planos odontolÃgicos quando da existÃncia de algum tipo de patrocÃnio nas contraprestaÃÃes pecuniÃrias. Este trabalho compara o comportamento de utilizaÃÃo entre planos com patrocÃnio total, com patrocÃnio parcial e sem patrocÃnio. Fez-se uso dos modelos de contagem visando mensurar a sobreutilizaÃÃo dos serviÃos odontolÃgicos. Dados empÃricos oriundos de uma operadora exclusivamente odontolÃgica, caracterizada pela ANS como odontologia de grupo, foram coletados, tratados, descritos e analisados buscando testar as hipÃteses levantadas sobre a reduÃÃo do risco moral quando hà algum tipo de patrocÃnio. Os resultados revelaram fortes indÃcios de regionalismo na demanda por consultas, apresentando localidades onde o efeito de patrocÃnio diminui a demanda por consultas e outras localidades onde o mesmo efeito aumenta esta demanda.

The present study analyses, on its content the sports sponsorship made in two football teams of CearÃ, the Cearà Sporting Club and the Fortaleza Sports Club, by four private enterprises, Construtora Mapec Ltda, Construtora Nossa Senhora de FÃtima Ltda, Santana TÃxtil do Brasil and Hapvida Lda, in the past ten years. Its main goal is to investigate the benefits that the sports sponsorship brought to the researched enterprises, the reasons that lead them to choose this kind of comunication media and if there was some sort of planning to its adoption. It searches, also, to identify if it had been any evaluation made by those organisations, relating to the return of the sports sponsorship, as also classify in wich step of the sponsorship development those enterprises are. It is talked about concepts, classifications, characteristics, planning, selection procedures and media goals. Analise the sides of sponsorship and of (mecenato) throught is history, concepts, nature, search of success, researches and evaluation. Justify, taking as basis the theorethycal inquires presented by several authors and the reason of the methodological aplication used. At the end, it evidences that the sports sponsorship of Cearà teams has developed as the years go by. Since the first studies, in the 1990 decade until today, the sponsorship enterprises stopped watching sponsorship as (mecenato), when doesnât demand counter-strikes of its investments and started to understand that sports sponsorship could be used as an important way of media in order to reach its marketing aims, through the wide spread of its brand to the mass market. So it verifies with this study, that the sponsorship is used by enterprises as a marketing strategy, using it with sponsor actions in promotions, sales and institucional, expecting some return. Meanhile, those enterprises should develop better their sponsorship researches made in the Teams in order to have a wider and precise evaluation of the researched results, as a way to reach bigger counter-strikes of the invested money. / A presente dissertaÃÃo analisa, em seu conteÃdo, o patrocÃnio esportivo realizado em dois clubes do futebol cearense, o Cearà Sporting Clube e o Fortaleza Esporte Clube, por quatro empresas da iniciativa privada, Construtora Mapec Ltda, Construtora Nossa Senhora de FÃtima Ltda, Santana TÃxtil do Brasil Ltda e Hapvida Ltda, nos Ãltimos 10 anos. Sua principal finalidade à investigar os benefÃcios que o patrocÃnio esportivo proporcionou Ãs empresas pesquisadas, os motivos que as levaram a escolher este tipo de mÃdia e se houve algum tipo de planejamento para a sua adoÃÃo. Procura, tambÃm, identificar se houve alguma avaliaÃÃo realizada por essas organizaÃÃes em relaÃÃo ao retorno do patrocÃnio esportivo, bem como classificar em qual etapa do desenvolvimento do patrocÃnio essas empresas estÃo inseridas. Discorre sobre conceitos, classificaÃÃo, caracterÃsticas, planejamento, processos de seleÃÃo e objetivos de mÃdia. Analisa aspectos do patrocÃnio e do mecenato quanto ao histÃrico, conceitos, natureza, busca do sucesso, pesquisas e avaliaÃÃo. Justifica, tomando como base as formulaÃÃes teÃricas apresentadas por diversos autores, o motivo de aplicaÃÃo da metodologia utilizada. Ao final, constataremos que o patrocÃnio esportivo dos clubes cearenses evoluiu com o passar dos anos. Desde os primeiros, na dÃcada de 1990, atà hoje, as empresas patrocinadoras deixaram de ver o patrocÃnio como um mecenato, em que nÃo exigiam a contra-partida de seus investimentos, e passaram a compreender que o patrocÃnio esportivo poderia ser utilizado como uma importante mÃdia para alcanÃar seus objetivos de marketing, mediante ampla divulgaÃÃo de sua marca no mercado de massa. Assim, verifica-se com o presente estudo, que o patrocÃnio jà à utilizado pelas empresas como estratÃgia de marketing, em promoÃÃes de vendas e institucional, com uma expectativa de retorno financeiro e de melhoria de imagem. Observa-se que as empresas deveriam desenvolver melhor suas pesquisas sobre o patrocÃnio realizado nos clubes para a obtenÃÃo de uma avaliaÃÃo mais abrangente e precisa dos resultados alcanÃados, como forma de conseguir maior retorno do capital investido.

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.

The aim of this study is to explain how professional female athletes experience gender differences in sponsorship, and if these differences have had any effects on their performance. This study is based on seven interviews with Swedish women who are active on a world class level in their chosen sports. The theoretical frame of this study is founded on the concepts of gender, social role theory, homologous reproduction theory, congruity theory and social identity theory, which can describe why a sponsor prefers to sponsor male athletes rather than female athletes. The results show that professional female athletes experience differences in how sponsors use them related to marketing. Women experience that sponsors prefer male over women characteristics and therefore support the male athlete more, thus resulting in a gender inequity. Women in general find it difficult to talk about their experiences regarding sponsorship and they avoid questioning sponsors regarding the differences experienced. The conclusion, is that the hegemonic masculinity, related to gender theory can be recognized within sponsorship and as long as athlete women are afraid to speak up and express this, the differences will never be acknowledged.

Title: Sponsorship system and proposals for utilisation of sponsored athletes in marketing communication of General Sport company Objectives: The main target of this diploma work is to create proposals for better utilisation of sponsored athletes in marketing communication that will be created on the basis of an overall analysis of General Sport Ltd. sponsorship issue. The proposals will be supported on the internal information and the company's datas and so they will be better implemented in practice. Methods: In this work there was mainly used a written and oral survey method. To evaluate the overall relation to the sponsorship and the utilisation of sponsored subjects there was also used a method of an in-depth interview that helped to gain greater inoformation. Basic facts about the company were being detected during the personal interviews with the company's executive directors. Combining these two methods of questioning was chosen for its additional character and greater gaining information. Results: The results of the entire work, based on both the information received from the sponsor and the information from the sponsored sides, show that the GS sponsorship system is insufficiently sophisticated. It lacks a clear structure, clear rules that are not respected by either side. The most...

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