A utilização do marketing esportivo para melhorar a imagem e o posicionamento de mercado de uma instituição de ensino superior

Abstract

This research aimed to demonstrate the relevance of sports marketing in strengthening the brand of an Higher Education Institution (HEI). The study intended to: enhance the use of sports marketing to improve the image and market positioning of the HEI analyzed; understanding the insertion of sports marketing in the HEI’s market positioning; analyzing the sports marketing initiatives implemented by the HEI; verifying the influence of the initiatives inherent to sports marketing implemented by the HEI in strengthening its brand; propose directions in the context of sports marketing to improve the image and market positioning of the HEI. For that, a qualitative exploratory research was carried out, considering individual interviews, with a semi-structured approach, with managers, students, and former students of the Institution. For data analysis, the content analysis technique was used. The results show that investing in sports marketing and encouraging sports practice offers an opportunity to promote the institution's brand and image, adding value and strengthening its market positioning. By aligning the Institution’s brand and image with the sporting context, a strategy that proved to be particularly attractive to academics, it can be seen that it is an initiative that tends to strengthen the HEI’s market position in the market in which it operates. The HEI was successful in implementing initiatives such as School Academy, electronic games, and university competitions and participating in the FISU Healthy Campus Program, which strengthened its connection with its target audience and expanded its visibility in the market. In addition, the research revealed the relationship between sports marketing and institutional identity, boosting student engagement, promoting social inclusion, and stimulating the development of sports-related talents. Finally, proposed directions were presented, including strengthening the presence of the HEI in social media, sports partnerships, other sporting events, health programs, scholarships for athletes, and investments in sports infrastructure.