Analysis of Sport Consumer Behavior Regarding the Association , Awareness and Brand Loyalty : A Case Study of São Paulo Marathon

Abstract

In recent years, street running market showed strong growth and evolution.
In this scenario, companies start to adopt street racing events as relationship platform with the consumer of this sport. The aim of this paper is to analyze the sport consumer behavior regarding the association, conscience and loyalty for certain sporting goods brand over another. To achieve the objective of the article, was used as the case study methodology through the application of mixed questionnaire, at the event Marathon of São Paulo. After analyzing the data collected, there has been a strong presence of the old sponsor being cited as the current sponsor of the Marathon. Moreover, in relation to public consciousness regarding the brand that would like to sponsor the event, the old sponsor was the most remembered. The results suggest that a correct structuring and planning of sports sponsorship, covering the four stages of GSAM (goal, selection, activation and measurement), increase the chance to succeed on investment.