TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | SPORTS SPONSORSHIP AND DIFFERENTIATION STRATEGY: FLUMINENSE-UNIMED CASE | ||||||||||||
| Autor(es): |
HENRIQUE HAMAWY |
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| Colaborador(es): |
FABIO DE OLIVEIRA PAULA - Orientador |
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| Catalogação: | 15/ABR/2020 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=47474@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=47474@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.47474 | ||||||||||||
| Resumo: | |||||||||||||
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In a competitive market, companies want to be different from their competitors. In sports segment, the sponsorship is building partnerships, which make clubs and companies stronger. The goal of that partnership is to improve the performance of the team, hire better players and improve the club image, and thus, making the team stronger and improving the image of the club. But, being successful in this business is hard. Is necessary to figure out the best strategy in that area, in order to be different from the competitor, and aggregate value to the brand. A famous case of sport sponsorship and strategic alliance was between Fluminense and Unimed, which allowed the club to improve the team and the performance, being different from the other clubs. Seen this, the study wants to analyze that case, understanding how the clubs can be different from their competitors, with a good sponsorship, in order to achieve their goals.
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