Advertising practitioners recognise the benefit of using celebrities in brand or product sponsorship. The ability to secure endorsement deals is equally important for the athletes as it is for the companies. Top grossing athletes, usually considered to have sports hero status, earn the majority of their incomes from endorsement deals rather than from their sporting contracts. Sports heroes are athletes who are recognised for their heightened athletic skills by participating in sport at the professional or Olympic level and who are advertised as a role models by the media. However, with the increased media attention on steroid use in professional and Olympic sport, practitioners now have to consider the potential effects of a cloud of suspicion regarding steroid allegations on a sports hero’s perceived endorsement value.

Thesis (M.S.)--Slippery Rock University, 2004. / Includes bibliographical references. Also available online (PDF file) by a subscription to the set or by purchasing the individual file.

Thesis (M.B.A.)--University of North Carolina Wilmington, 2009. / Title from PDF title page (February 22, 2010) Includes bibliographical references (p. 30-33)

Report (M.S. Ed.)--Virginia Polytechnic Institute and State University, 1994. / Includes bibliographical references (leaves 28-29). Also available via the Internet.

Report (M.S. Ed.)--Virginia Polytechnic Institute and State University, 1994. / Includes bibliographical references (leaves 34-35). Also available via the Internet.

Thesis (M.S.)--Slippery Rock University, 2004. / Includes bibliographical references.

Thesis (M.A.)--University of North Carolina at Chapel Hill, 2005. / Includes bibliographical references (leaves 134-138).

Thesis (Ph. D.)--Ohio State University, 2007. / Title from first page of PDF file. Includes bibliographical references (p. 85-91).

Thesis (M.A.)--University of North Carolina at Chapel Hill, 2004. / Includes bibliographical references (leaves 134-138). Also available online (PDF file) by a subscription to the set or by purchasing the individual file.

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