The Sport

Pitts and Stotlar (2002) mention that the esportivo marketing corresponds to the process to elaborate and to program activities of production, formation of price, promotion and distribution of a esportivo product to satisfy the necessities or desires of consumers and to carry through the objectives of the company. Oliveiras and Pozzi (1996) complement that the messages transmitted for sponsorships of events esportivos arrive subtle at the consumers by means of associations, guaranteeing prestige and credibility to the marks the FORMS OF USE OF MARKETING ESPORTIVO the sport are an important area of work and are characterized as product for having tangible and intangible elements. According to Pozzi (1998), the sport can be defined as any form of physical activity that collates the talent of somebody against an opponent. As product, the sport is not different of any another one of consumption, since it possesss as many tangible aspects, main product, as intangible (emotions, experiences generated for the sport) Of this form, tangible elements encloses the type of sport (soccer, basketball, gymnastics, amongst others), the participants (athlete, trainers and the environment of the competition), and the competition (local and regional friends, rivals, training, championships). Already the intangible elements correspond to the pride, to the vibration, the satisfaction and the joy to see teams to win or to surpass its opponents in a competition.

Other artifices display how much it is difficult to understand the sport as product, beyond the main product (the game in itself) and, so that this if carries through, the main components are the events, the ingression, the organization, the enclosure for bullfighting, the equipment, the uniforms and the image. Beyond them, the related services exist (enthusiasm, feeling of collective, rivalry, identification, success and others); it also has the staff and the processes (interaction between family and organization, employees acting with courtesy); e, finally, the market, that understands: the participant market (producing of the sport); the market spectator (viewing, torcedores); the voluntary market (it helps the sport); the market advertiser (media important advertising executive); the market sponsor (access to the spectators); the affinity market (use of symbols, logos and registered marks that portraies personalities of the sport).

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