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Uma análise do patrocínio do futebol no Zimbábue: o caso da ZIFA
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ISBN10: 6209034039
ISBN13: 9786209034039
Publisher: Edicoes Nosso Conhecimento
Published: Nov 12 2025
Pages: 84
Weight: 0.27
Height: 0.20 Width: 6.00 Depth: 9.00
Language: Portuguese
ISBN13: 9786209034039
Publisher: Edicoes Nosso Conhecimento
Published: Nov 12 2025
Pages: 84
Weight: 0.27
Height: 0.20 Width: 6.00 Depth: 9.00
Language: Portuguese
O mundo do futebol é uma área natural para patrocínios, pois transmite imagens muito fortes, tem uma audiência internacional massiva e atrai todas as classes sociais (Ferrand & Pages, 1996). A indústria do futebol tornou-se, portanto, uma indústria multimilionária. As marcas de futebol surgiram como marcas globais, com organizações como o Real Madrid Football Club, da Espanha, e o Manchester United, do Reino Unido, a desenvolverem um amplo apoio em todos os continentes, tornando-se indiscutivelmente as equipas desportivas mais famosas e ricas do mundo (Revista Forbes, abril de 2010). Este crescimento em popularidade e exposição despertou grande interesse entre os patrocinadores, que buscam reconhecimento internacional para suas marcas. No que diz respeito a África em geral e ao Zimbabué em particular, o futebol não é um grande negócio. Porquê? Este livro responde à parte do porquê.
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