A Perceção Dos Profissionais Envolvidos Na Organização Da Fan Zone Da Final Four Da Allianz Cup

Abstract

This report describes and analyses the professional internship carried out at Liga Portugal, within the Activations and Operations Department, as part of the Master's Degree in Sports Management at the Faculty of Sport of the University of Porto, with a view to obtaining the degree of Master in Sports Management. The internship provided the opportunity to follow different processes related to brand activations, fan experience and promotional actions. In addition to describing the tasks performed, the report includes a critical analysis of the learning acquired, the challenges faced and the skills developed in a real professional context. Within this scope, an interest also emerged in developing a study focused on the perceptions of the professionals involved in the organisation of the Fan Zone of the Final Four da Allianz CUP. Methodologically, the study adopted a qualitative approach, using questionnaires and the corresponding content analysis. The results highlight the importance of this type of space in enhancing the fan experience, strengthening the relationship between clubs, sponsors and the public, as well as promoting the institutional visibility of the event. It is concluded that the Fan Zone represents a relevant tool for activation and engagement, although it requires effective coordination between strategic planning, operational management and the ability to adapt to the demands of the context.