142
Revista da ESPM – Março/Abril de 2002
RADICAL MARKETING ON BRASILIAN WAVES
P. 9
GENARO GALLI/FÁVIA PINHO/ROGER BORN
ABSTRACT
In-linewith economic and social changes in the last 100 years, the sports sector became professional,
allowing the expansion of related companies (e.g. Adidas) and turning sportive events, teams and
icons into very special communication vehicles. In order to reach consumers when they are practicing,
watching to and reading about their favorite sport, companies are more and more using instruments
like sponsoring. With clear objectives in mind, these companies are achieving significant results.
Understanding passion, which differs sports fromany other successful branding example, the importance
of a good relationship with the press in achieving results, and knowing how to make the customer loyal
and attract him to the stadium are key to sponsors and teams and other related parties.
SPORTS MARKETING: NA OVERVIEW
P. 15
AMIR SOMOGGI/FÁBIO SZPERLING/ROGÉRIO AUGUSTO FERREIRA
ABSTRACT
After a good start, sports marketing is standing still in Brazil. In this article, the author discuss
the causes for this delay and concludes that the lack of professionalism, both from team executives
and athletes, is the most important one. Brazilian laws also share responsibility, because they
create a lot of uncertainty among investors.
The article also shows that Brazilian teams have not understood the true objectives of sports
marketing yet. But sponsors are also to blame. For example, take the story of an Italian
businessman, Mr. Rodolfo Crespi, who came to Brazil in the beginning of the 20
th
century and
started a soccer team – Juventus – and built a stadium, which was excellent for the time. But he
never used the team as an instrument to add value to his brand. Surprisingly enough, this mentality
is still paramount to this day.
Finally, the author suggests a closer relationship with the media and the press, especially
television. No sponsoring strategy will live up to expectations without proper communication.
WHY ISN’T SPORTS MARKETING TAKING OFF IN BRAZIL?
P. 21
FRANCISCO GRACIOSO
ABSTRACT
The “glamour” of Marketing is not restricted neither to the high budget communication campaigns, nor to the
very specialized marketing research departments. Mormaii’s performance proves that marketing is pretty much
about to know the consumer behavior. The close relationship with its target-market has guaranteed to this
company a solid position in the surf ware market. In order to achieve success, MORMAII has made use of
Radical Marketing, a philosophy about creativity, employment of different marketing tools, close relationship
with the consumer and attention to company’s strengths.
The growth way that the company went through was drove by the innovation of its products, by its distribution,
and by a sui generis contact with the clients. The company has found its own language and it was not necessary
high investments on traditional campaigns to launch its products. Mormaii bet on Radical Marketing and won.
