O marketing omnicanal na promoção e divulgação de eventos desportivos nacionais
: estudo de caso R10 Street Futsal

  • Andreia Filipa Vieira da Costa (Student)

Student thesis: Master's Thesis


With digital, new media and marketing tools have emerged that have empowered
organizations to have greater autonomy and the ability to conduct and manage their own
communications. Through these tools, communication with the consumer has become
faster, easier and without the noise generated by intermediaries. This report results from
an analysis and reflection on the role that digital marketing has been playing in
promoting events, more specifically national sports events. The entire report focuses,
especially, on the case study on R10 Street Futsal, the largest street futsal tournament in
Since sport is a social phenomenon capable of mobilizing a country's culture,
economie and policie, it’s extremely important to monitor and adapt sports
communication to existing digital media, never leaving traditional communication
behind. The sports world becomes the perfect example of what Kotler called Marketing
4.0, characterized by the convergence of means. So, the analysis developed relates
several points of discussion around the sports world and the possible strategies of digital
and traditional marketing, that can be applied for a better promotion of the event.
Over the investigation, it will be possible to conclude that the practice of sports in
Portugal still faces multiple obstacles, mainly due to the low resources available, which
results in a very low classification in the index of sports participation in society.
However, it’s noted that, over the years, investment in leisure activities has increased in
Western society, which has led associations to view events as advantageous tools for
their communication strategy. So, a omnichannel communication plan was structured in
order to expand the presence of the event to more means and channels, in order to reach
all market segments and provide a better experience throughout the consumer's journey.

Date of Award22 Mar 2021
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorClarisse Pessôa (Supervisor)


  • Sport
  • Sports development
  • Futsal
  • Sports marketing
  • Digital marketing
  • Omnichannel communication
  • Convergence
  • Traditional marketing


  • Mestrado em Comunicação Digital

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