SPORTS MARKETING AND ROAD RACING IN BRAZIL: An analysis of the current scenario

• DOI: https://doi.org/10.22533/at.ed.21651125190813

• Palavras-chave: Sports marketing; Consumption; Road running.

• Keywords: Sports marketing; Consumption; Road running.

• Abstract:

  This study, which falls under the research area of "Sports Management and Marketing," presents the marketing strategies of service providers and companies that supply sports products, especially running shoes, aimed at the consumer market of street runners, the sports activity that has grown the most in Brazil in the last decade, especially among women. The research identified five different consumer profiles, divided into two consumer groups. The first group consists of beginners and so-called "weekend runners," who are runners who have not yet entered 21- and 42-km races and who see street running as a low-cost sport that can preserve health, promote a sense of well-being, and improve aesthetics. The second group consists of regular competitors, semi-professional and professional athletes, who form an important social and consumer identity group interested in consuming services and products aimed at constantly improving athletic performance.