Marketing esportivo: perfil das escolinhas de futebol society da regional Portão da cidade de Curitiba/PR

Abstract

Soccer is the most practiced sport in Brazil. Many young athletes aim for a career as a professional soccer player and, in order to carry out this life project, parents seek a soccer school for their initiation into the sport. There are many schools, both futsal and soccer, spread throughout the cities of the country and, therefore, the managers of these sports companies have to demonstrate a differential in the service provided to attract their customers. To publicize their work, professionals must carry out quality marketing. Therefore, the present study had the objective of analyzing the marketing strategies used by the Soccer Society teams of the regional Portão of the city of Curitiba/PR to attract and retain customers. A quantitative, exploratory and descriptive research was carried out by means of the application of a questionnaire containing 21 questions in total, 20 closed and 1 open. A total of 9 managers from soccer schools from the region participated in the field survey. The data were tabulated, transformed into graphs and presented the percentages of each of the questions. Then, the data were analyzed based on the theoretical reference used in this research. At the end of the study we can conclude that managers have the same marketing standard of their companies and that digital marketing is a tool that can be better used to attract clients. It was also observed that managers do not make attractive packages for customer loyalty, which is a precarious area, besides the poor division of their functions, causing a workload in the soccer society.