THE TRANSFORMATION OF A BRAZILIAN SPORTS ASSOCIATION INTO OPEN CAPITAL ENTERPRISE: A CASE STUDY OF THE IMPACT ON MARKETING ACTIVITIES IN A BRAZILIAN FOOTBALL CLUB
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Departing from two theoretical perspectives - Strategic Marketing and Sports Marketing - the main objective of this research is to examinate the transformation of a Brazilian sports association – Botafogo de Futebol e Regatas – into an open capital enterprise and its subsequent impact on its marketing activities. The research method is qualitative, the case study, built from secondary sources, such as financial reports, marketing campaigns, interviews and media coverage that deals with multiple shot design over a period of three years – from 2021 to 2023. After this, the collected material was organized in a chronological order, with the purpose of identifying changes that occurred as the marketing activities evolved. Finally, the data was categorized into clusters based on their key findings, dividing them into matrices used to allow the construction of the case. The findings indicated that this transformation made it possible to expand Botafogo's marketing actions, especially regarding the use, with greater emphasis, of digital platforms. This empirical study indicates that this transformation made it possible to expand Botafogo's marketing actions, especially about the use of these contemporary media, with greater emphasis, which reduced the importance of using traditional media and, at the same time, increased the club's interaction with its fans, practically in real time.
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