SPORTS MARKETING IN A MANUFACTURER GROUP OF ELECTRICAL COMPONENTS

The Sports Marketing has become an important object of study and investments within the marketing field. In Brazil, the subject gains strength because the country hosted the 2014 World Cup and it is preparing itself for the 2016 Olympics. Generally, sports marketing has entered enterprises undertakings as part of the strategy for establishing a brand. Thus, the present research aimed at analyze the sports marketing actions developed by the Intelli group counterpointing it with the perception of people on their brand and sports in general. This is an exploratory study, based on a literature review and a single case study. In a first moment, we applied an interview with the director of sports and documental analysis on group's releases, webpage and other documents. Afterwards we did a marketing research through an online questionnaire that was hosted on googledocs. Anyone who had access to the link could answer; therefore, a non-probabilistic sample was obtained. One hundred and twenty six valid responses were achieved. In the case studied the sports focus began due to emotional reasons; however, a strategic view seems to gain body with the diversification of the supported sports, new social projects and the valuation of results measurements. To end the article we do some managerial recommendations for the group based on the findings of the marketing research along with the group's sports marketing analysis.