This study contributes to managers, marketers, as well as professionals from similar areas to have a greater knowledge about the concept and importance of sports marketing as a tool for building and consolidating a brand. In Brazil, the expressive growth of sports marketing in the last decades is due to sports-oriented marketing actions, since it is possible to promote a certain product and/or service implicitly to the consumer, making it part of the environment and not taking it away from the main focus, which is the sporting event itself. The work used as a methodology a quantitative research to analyze if the investment made by banco BS2 to Clube de Regatas do Flamengo professional s soccer team is providing return to the company in terms of greater brand recognition.