Envolvimento e lealdade dos corredores na eficácia do patrocínio – O caso das corridas de atletismo.
Resumo
A corrida é uma atividade física popular e conveniente. A distância mais popular são os 5 km, registou mais de 8,9 milhões de corredores inscritos em 2018. Os investimentos de empresas em patrocínios em todo o mundo ultrapassaram US$ 65 bilhões . Aumentar a notoriedade da marca é um dos principais objetivos para as empresas patrocinadoras. A maior parte das investigações em patrocínio não foi feita da perspetiva dos participantes, existem resultados contraditórios e não foi avaliada a dependência entre a taxa de reconhecimento da marca, a distância da prova e a lealdade à corrida. Mostrar os efeitos da distância da corrida, do envolvimento com a corrida e da lealdade à corrida na taxa de reconhecimento da marca do patrocinador em corredores no contexto de corrida de atletismo. Uma amostra de 736 corredores de uma das corridas de atletismo mais populares de Portugal respondeu a um questionário. O teste qui-quadrado e o teste-t foram realizados para avaliar as diferenças entre os grupos de corredores. O grupo de corredores que completou a prova de 5 km apresentou melhores resultados na taxa de reconhecimento das marcas patrocinadoras. Os corredores com baixo nível de envolvimento com a corrida apresentaram resultados superiores e não foram encontradas diferenças significativas entre os grupos com diferentes níveis de lealdade à corrida. O patrocínio ao desporto baseado em participação massiva em corridas de atletismo é uma ferramenta impressionante para aumentar a notoriedade da marca dos patrocinadores.
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