Responsabilidade social corporativa no esporte - relação entre o patrocínio e o contexto social

Abstract

A sports management approach made from a Corporative Social Responsibility (CSR) perspective is not frequently seen, which brings to light a theoretical and practical gap which places itself as a great opportunity for scholars and companies to develop a subject that envelops the social factor, which is ever more frequently debated in the sports universe, especially in mega-events, and entrepreneurial, due to the demands of consumers that seek for values in their relationships with the companies. This study has the main objective of analyzing the motivations that lead the main sponsors of love.fútbol projects (Coca-cola, Salinas do Maragogi All Inclusive Resort, Odebrecht, CRA and ESPN) to opt for the organization to represent their interests within the CSR realm. Furthermore, this study also has as objectives to verify the monitoring process of the sponsors; understand the results after the inclusion of CSR in social actions; comprehend how the sponsors wish to be viewed by consumers, collaborators and community; ascertain the entrepreneurial and sponsorship objectives; and the main efforts made by love.fútbol that lead to it being chosen. To substantiate the discussions, studies on the evolution of CSR concepts, CSR in sports, sponsorship and marketing are presented. The methodology is based on a research with a qualitative, exploratory, descriptive approach, with content analysis, having as its main results the better understandings of the relationship love.fútbol and sponsor, of the sponsor's objectives before choosing the organization and of the main competitive differentials of the NGO. The results show the significances of sports as an engagement tool, of the need to develop the relationship between the sponsor market and CSR, the importance of involving the collaborator in the process and, lastly, the results confirm that it is essential to respect the characteristics of each sponsor in order to obtain positive results. This research seeks to enrich the studies as much in the field of sports management, as in that of corporate social responsibility, making it apparent the need of sponsorship in this relationship with the addition of the social component.