Análisis del marketing deportivo de la asociación Chapecoense de futbol, desde la perspectiva vivida durante la v escuela internacional en chapeco (Brasil)

Abstract

This work analyzes the strategic and sports marketing tactics implemented by the Chapecoense Soccer Association in the city of Chapecó (Brazil) after the accident that occurred in 2016 and which generated a new tourism market in the city. This research was carried out within the framework of the experience lived during the V International School, developed in the city of Chapecó (Brazil) under the alliance of the Santo Tomás University Villavicencio headquarters and the Community University of the Chapecó - Unochapecó Region,

Sports marketing encompasses all those activities designed to address the needs and deficiencies of sports consumers, whether they are fans, tourists or the general population, who visit or consume products related to this sport. Sports marketing has developed important advances throughout history, since not only is sport considered a product as such, but also the circulating economy that revolves around the satisfaction of its fans, therefore, substitute products are derived as souvenirs and in this case study tourism is the axis of the team and the tragedy that surrounds it. Well, the sports industry is continually moving; That is why it is an interesting and lucrative business for entrepreneurs and innovators.