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Este trabalho tem como pretensão, compreender quais os objectivos que levam as empresas a patrocinar o futebol em Portugal. O estudo versa os temas relacionados com as associações de marca entre patrocinador e patrocinado, assim como as modalidades de activação dos patrocínios. Desta forma, escolhemos estudar o clube desportivo Sport Lisboa e Benfica porque, embora a falta de resultados verificada nos últimos anos seja uma realidade, continua a manter uma forte ligação com as principais marcas patrocinadoras do futebol português. As empresas seleccionadas estão cotadas entre as maiores empresas patrocinadoras do futebol em Portugal e são também as empresas de maior destaque entre as que patrocinam o Sport Lisboa e Benfica. A Portugal Telecom, através das marcas TMN e MEO, a Sociedade Central de Cervejas e Bebidas, através da marca Sagr...
O desporto constitui uma alavanca em vários setores da vida pública, nos quais os eventos desportivos assumem um lugar de destaque, pelas suas diversas implicações económicas, sociais e organizacionais. Para corresponder a todas as expectativas de que são alvos, os eventos desportivos necessitam de estar integrados num modelo de gestão que lhes proporcione a garantia de uma ótima atuação em todas as suas áreas de intervenção, com destaque para a promoção da modalidade. A gestão de marketing de eventos desportivos constitui uma inesgotável fonte onde os gestores de eventos desportivos podem identificar, prevenir e controlar os objetivos do evento em todas as suas etapas e fases de desenvolvimento, orientando-os para a satisfação dos grupos de interesse. Neste sentido, o presente estudo tem como objetivo contribuir para a promoção e noto...
The goal of this paper is to understand the reasons why enterprises are sponsors of the football in Portugal. The paper analyses the links between the sponsor brand and the sponsored, as well as the way this link is developed. We decided to study the football club Sport Lisboa e Benfica because it still has a strong link with the main brand sponsors of the Portuguese football, although the lack of good results in the last years. The selected enterprises are considered as the biggest sponsors in the Portuguese football and they are also the biggest contribution of sponsorship for the Sport Lisboa e Benfica. They are Portugal Telecom, through TMN and MEO; the Sociedade Central de Cervejas e Bebidas, through Sagres; and Coca-Cola; their names are in the bleachers of the Stadium. The Caixa Geral de Depósitos is the official sponsor of ...
O propósito deste trabalho é analisar a forma como as entidades desportivas tratam o seu património e olham para a sua memória colectiva. Depois de estudarmos dois casos distintos de preservação do património, nomeadamente o Sporting Clube de Portugal e o Sport Lisboa e Benfica, onde o primeiro nos apresenta um trabalho obsoleto e o segundo uma intervenção vanguardista, sugerimos um projecto de gestão patrimonial para o clube leonino, designado de Universidade Sporting, que teria como objectivo a sustentação científica de todo o edifício institucional da entidade desportiva
The main objective of this Thesis is to study how to use internet and, more specifically, Social Media Platforms to promote “Sport Lisboa e Benfica” soccer club, elaborating a Social Media Communication Plan for the season 2013/2014, in order to improve the online communication made presently by Benfica. These Social Media platforms provide an excellent opportunity for soccer clubs to promote their products/services and to maintain an ongoing relationship with their fans. Compared with other types of media like television, these platforms have several advantages: they are free, easy to use, are in constant evolution and development and allow communicating in real time with users around the world. Initially, it was made a theoretical analysis on three essential subjects for this work: Sports Marketing, Internet and Social Media and Sp...
In the last day of 2008, Sagres signed a “long-term” sponsorship contract with Sport Lisboa e Benfica that reinforced the support of the beer brand to football, as well as, to one of the greatest Portuguese sports clubs. This case reviews Sagres’ search for leadership in the Portuguese beer market along with its strategy of association with football. It focuses on understanding Sagres’ gains and the implications for the dynamics of the Portuguese beer market.
Agenda 21, diagnóstico participativo, desenvolvimento local sustentável, participative assessment, sustainable local development, Food Security and Poverty,
Projeto de Mestrado em Marketing / JEL Classification System: L83 - Sports; Gambling; Recreation; Tourism; JEL: M31 - Marketing
This study aimed to analyze the acceptance by the supporters of SL Benfica for a new service concept, in Portuguese football. To this end, were identified and selected a set of experiences, through the collection of information in the literature review and the Brainstorm, done in conjunction with the SL Benfica.It was also carried out a market study, which included a random sample of 198 members and non members of SL Benfica, having been used for analysis of data the descriptive statistics and even the Chi-square test, in order to identify possible market segments. Thus, the sample is composed by males (65.1 %) and females (4.8 % ), of which 40.4 % are members of the club and 59.6 % are not members. It was concluded that there is an interest by most of the sample for the experience. However, the experiences "Photo with the main team",...
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