Article 01: SPORT AS A BUSINESS GENERATOR FOR FINANCIAL INSTITUTIONS IN BRAZIL

Abstract

The sport emerged for marketers as an alternative to traditional advertising, because through it, companies are able to reach the consumer in their leisure time, where he is more receptive to their messages and products, thus offering the creation of strategies to get a competitive edge and get the attention of your audience. One of the first segments in Brazil to use sport as a communication tool with its clients was banking, between the late 70's and early 80's. Today, the sector is one of the biggest investors in the sport, going from football to golf courses. In a survey carried out by TNS Sport and published by Isto É Dinheiro magazine on 10/09/2008, the sector was associated with football by 15.20% of respondents, with Itaú being the financial institution most remembered by the fans, since the same sponsors the Brazilian Championship this year. Of the 10 brands that grew the most in the memory of the public, 50% were banks.