Por que é tão difícil conseguir patrocínio esportivo no Brasil?
Autor: Mauricio Mendonça | Publicado: 2016-07-20T04:52:00-07:00

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Sim, mesmo sendo um dos países
mais presentes no Esporte no Mundo , angariar patrocínio esportivo no Brasil
ainda é muito difícil. Tanto que, percebo que muitos profissionais bons que
atuavam nessa área estão debandando da causa.



Muitos irão dizer que o País está
em crise mas, as empresas podem diminuir mas, não deixam de anunciar nos
veículos tradicionais.

Outros culparão a moralidade em
queda de alguns esportes, sobretudo o futebol. Concordo mas, esse fenômeno
assola muitos países , inclusive a Entidade máxima desse Esporte, a poderosa
FIFA.

Alguns culparão a “ pobreza “ dos
projetos. Discordo com veemência pois, todos que tenho visto e acompanhado são
muito bons.

Passada a histeria para encontrar
um culpado factível , vamos inverter o jogo e façamos a “mea culpa”. 

Precisamos melhorar e ampliar
nossa argumentação que é pautada em “ o que é “. “ quanto custa” e “qual o
retorno” . Devemos ampliar para o “ que não é “.

Vamos lá, para o “ o que não é “:


·&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
Somente
uma mídia , comparável com as tradicionais dos veículos publicitários;
·&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
Estática;
·&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
Parametrizada
no tempo e espaço da duração do evento,
·&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
Isolada e
auto suficiente,
·&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
Volátil
na qualidade do objeto a ser patrocinado em caso de redução de verba,
·&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
Ajustável
em termos financeiros no decorrer do processo, ou seja, redução de investimento
pela vontade do patrocinador ( complementa o item anterior ).





Visto esses pontos , o maior
desafio dos captadores de patrocínio é , antes de vender o patrocínio ,
catequizar os profissionais do Patrocinador para que entendam que o patrocínio
esportivo tem suas especificidades e que é um produto constituído e não um
adendo publicitário.



Mauricio Mendonça

Especialista em Marketing ,
Vendas e Gestão Empresarial

mauricio.rmmarketing@gmail.com

(31)99513-2710