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Publication
O marketing digital e a indústria do desporto: o caso da National Basketball Association
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2022119450 | 1020.36 KB | Adobe PDF |
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Advisor(s)
Abstract(s)
Foi no início do século XXI que a tecnologia abriu caminho para uma nova forma de marketing: o marketing digital. Hoje o marketing digital tornou-se indispensável para o sucesso e crescimento das entidades desportivas e dos atletas. O setor do desporto tem-se adaptado com sucesso nesta era digital, que está em constante evolução, fornecendo benefícios tangíveis como o aumento de receitas, fortalecimento da marca e expansão do número de fãs. A NBA (National Basketball Association) entendeu perfeitamente o benefício que é ter uma imagem de marca forte e como utilizar o marketing digital a seu favor, nomeadamente a nível internacional. De facto, foi em grande parte graças à suas estratégias de marketing digital que a NBA se manteve relevante, mostrando assim, a importância de ter uma estratégia de marketing eficiente. No entanto vamos ver que é fundamental que as organizações desportivas e os atletas considerem a responsabilidade ética. Os resultados alcançados com este trabalho mostram o impacto positivo e a eficácia do marketing digital na indústria do desporto.
At the beginning of the 21st century technology paved the way for a new form of marketing: digital marketing. Today digital marketing has become indispensable for the success and growth of sports entities and athletes. The sports industry has successfully adapted in this ever-evolving digital age, providing tangible benefits such as increased revenue, brand strengthening and expansion of the fan base. The NBA has fully understood the desirability of having a strong brand image and how to use digital marketing to its advantage, notably at the international level. In fact, it was largely thanks to its digital marketing strategies that the NBA continues to stay relevant to this day, thus showing the importance of having an efficient marketing strategy. However, we will see that it is fundamental that sports organizations and athletes consider ethical responsibility. The results achieved from this work show the positive impact and effectiveness of digital marketing in the sports industry.
At the beginning of the 21st century technology paved the way for a new form of marketing: digital marketing. Today digital marketing has become indispensable for the success and growth of sports entities and athletes. The sports industry has successfully adapted in this ever-evolving digital age, providing tangible benefits such as increased revenue, brand strengthening and expansion of the fan base. The NBA has fully understood the desirability of having a strong brand image and how to use digital marketing to its advantage, notably at the international level. In fact, it was largely thanks to its digital marketing strategies that the NBA continues to stay relevant to this day, thus showing the importance of having an efficient marketing strategy. However, we will see that it is fundamental that sports organizations and athletes consider ethical responsibility. The results achieved from this work show the positive impact and effectiveness of digital marketing in the sports industry.
Description
Projeto de Graduação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Licenciada em Ciências Empresariais
Keywords
Marketing digital Desporto Estratégia NBA Digital marketing Sports Strategy