Ascensão do valor da marca da associação chapecoense de futebol pós tragédia: uma análise documental

Abstract

Sports marketing has become a consolidated economic element in Brazil, especially between football clubs. Seen as a tool capable of boosting visibility and financial, venue that has been gaining strength with the height of sports in worldwide proportions. The CHAPECOENSE FOOTBALL ASSOCIATION (ACF) has been standing out in this scenario after the plane crash involving its official team; with a growing marketing plan and social media presence. The disaster that happened in Colombian territory, launched the clubs name regarding sports marketing, that today counts as a large amount of growth in reference to the adepts to the team. With that, being present, the research is proposing an investigation the marketing actions used by the Club to obtain the results and to show how they have been able to boost and maintain the clubs marketing influence, using a document analysis, were web-based entries and already analyzed with receive an analytical review and study of reports and of the clubs financial statementes of the year of 2016. The analysis, has revealed that, the Chapecoense has appreciated spontaneosly after the accident, and that the marketing surronding the team happened from external parties not from the group itself.