Naming rights deals: fans' perceptions and expected behaviours

Detalhes bibliográficos
Ano de defesa: 2021
Autor(a) principal: Patah, Rodrigo Chehab
Orientador(a): Lourenço, Carlos Eduardo
Banca de defesa: Não Informado pela instituição
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: eng
Instituição de defesa: Não Informado pela instituição
Programa de Pós-Graduação: Não Informado pela instituição
Departamento: Não Informado pela instituição
País: Não Informado pela instituição
Palavras-chave em Português:
Palavras-chave em Inglês:
Link de acesso: https://hdl.handle.net/10438/31393
Resumo: The COVID-19 pandemic caused an unprecedented disruption to sports all around the world, since matches had to be played behind closed doors, broadcast rights were renegotiated and sponsor brands were pushed to rethink their investments. The objective of this study is to find out if naming rights deals could be a conceivable alternative for football clubs and sponsor brands in the context of the pandemic, by assessing the fans perceptions toward this topic and by understanding the factors that influence fans’ reactions to this kind of negotiation. Previous studies about the topic had showed mixed results: in some cases, a part of the fans presented a strong criticism to naming rights commercialization and to the sponsor brand, whereas in other situations some types of contextual factors seemed to reduce resistance. In order to collect subsidies about the subject, a survey and an experiment were conducted with Brazilian fans. This study decided to focus in Brazil with the aim of expanding the literature related to the topic, as it had been previously concentrated in developed markets such as USA and Germany.