DESCRIPTION OF A CASE INVOLVING EXPERIENTIAL MARKETING THROUGH SPORTS SPONSORSHIP IN THE B2B SEGMENT

The objective of this paper is to describe the experiential marketing through sports sponsorship strategy used by a sporting goods trade company that act in a business-to-business relationship (B2B) context. This paper is based on authors who argue that in the relationships of the B2B segment, can be influenced by emotional attributes and the evidence that sports sponsorship is a way to communicate these attributes. From the Content Analysis of semistructured interviews, four categories were identified: 1) Organizational Culture of the Company; 2) Context and History of Sponsorship actions, 3) Sports Sponsorship; 4) Returns with Experiential Marketing, where the considerations point out that Experiential Marketing through a sport sponsorship in the B2B context must count on professionalism, consistency between the corporate culture and sponsored object, as well as establishing action plans so that the desired return is won.