Perception and evaluation of spectators in relation to the Sponsorship activities of the events Olympic Games test Rio 2016

Abstract

In this study, we sought to measure and analyze the degree of perception and evaluation of sports spectators in relation to the sponsorship actions of Bradesco, Correios, Coca-Cola and Samsung during a test event for the Rio 2016 Olympic Games. Using the qualitative methodology for data analysis. These were obtained through the application of a mixed, pre-defined and standardized questionnaire. The results show the inefficiency of the companies, official sponsors of the Olympic Games, to effectively take advantage of the possibility of using the main event of the world sport as a platform for activating their brands. Such inefficiency is demonstrated by the lack of perception on the part of the spectators of the actions that the companies in question performed in the test event.