As marcas Crefisa e FAM como patrocinadoras máster da Sociedade Esportiva Palmeiras: uma análise da geração de valor

Abstract

The present study regards the creation of value for the brands Crefisa and FAM together with the Sociedade Esportiva Palmeiras through sports marketing. The main aim is to understand how brands can produce meaning when supporting football clubs through social media (Facebook) during the year of 2019. The methodology used consists of a bibliographic research and a semiotic analysis with a pierciana approach following Perez (2016) perspective of posting on the Palmeiras, Crefisa and FAM pages. On the first section the importance of football as a brazilian cultural activity is explored, taking the Wisnik (2006) and Rodrigues (1993) approach. On the second section the social media sport marketing is discussed on the lights of Zenone (2006), Mayorkis (2011), Rein, Kotler and Shields (2008), besides Raquel Recuero (2010). On the third section it is discussed the identity, value and management of a brand, based on the work of Aaker (1998) and Costa (2011). On the last section the methodology used is discussed using the approach of Duarte & Barros (2009) and Perez (2016). This work shows how the marketing through Facebook in the year of 2019 of the brands Palmeiras, Crefisa and FAM was built in a connected manner, establishing a relation between the sponsor and the sponsored, applying communication through stars and producing values that are shared between these brands. It was also noted the potential and relevance of soccer as a communication mechanism for brands, even those that do not work in the sports field.