Publicação
Plano de marketing federação portuguesa de futebol feminino
| Resumo: | The purpose of this Thesis is to create a Marketing Plan for the Portuguese Football Federation (FPF), with the aim of contributing to the development of women's Football in Portugal. The Portuguese Football Federation is the governing body and regulator of Football in Portugal, organizing the national team and the respective leagues. Women's Football has grown in popularity and media coverage around the globe, yet there are still several barriers that prevent the sport from reaching its true potential. Some of these barriers come from negative perceptions that still exist in relation to women's sport, low investment compared to the male counterpart and communication strategies that often fail to attract new audiences. The design of this marketing plan provides a useful tool for the Portuguese Football Federation, suggesting marketing strategies for each of the points present in the 7ps of the marketing-mix of services. The specific objectives of the project are to: 1) Analyze the current situation of the Portuguese Football Federation; 2) Characterize the buying behavior of women's Football fans; 3) Determine the segmentation, targeting and positioning (STP) device that the Portuguese Football Federation should adopt 4) Determine marketing objectives and strategies for the Portuguese Football Federation for the year 2026; 5) Assess which sponsoring entities and key social media actions are recommended. The project is characterized by a fundamentally descriptive study, using a case study research strategy to understand the context experienced by women's Football teams and its implications for the sport. This study follows a mixed-method approach, more specifically a sequential explanatory approach, where it begins quantitatively with a questionnaire survey and then moves on to a qualitative approach with semi-structured interviews with managers of women's Football clubs. In these, barriers to the growth of women's Football were identified, which will try to be mitigated by various marketingmix strategies that will be proposed. |
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| Autores principais: | Bernardo, Duarte Soares de Abreu Gonçalves |
| Assunto: | Strategic Marketing Plan Sports Marketing National Sports Federation Portuguese Football Federation Women's Football Sponsorship Plano de Marketing Estratégico Marketing Desportivo Federação Desportiva Nacional Federação Portuguesa de Futebol Futebol Feminino Patrocínios |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade de Lisboa |
| Idioma: | português |
| Origem: | Repositório da Universidade de Lisboa |
| Resumo: | The purpose of this Thesis is to create a Marketing Plan for the Portuguese Football Federation (FPF), with the aim of contributing to the development of women's Football in Portugal. The Portuguese Football Federation is the governing body and regulator of Football in Portugal, organizing the national team and the respective leagues. Women's Football has grown in popularity and media coverage around the globe, yet there are still several barriers that prevent the sport from reaching its true potential. Some of these barriers come from negative perceptions that still exist in relation to women's sport, low investment compared to the male counterpart and communication strategies that often fail to attract new audiences. The design of this marketing plan provides a useful tool for the Portuguese Football Federation, suggesting marketing strategies for each of the points present in the 7ps of the marketing-mix of services. The specific objectives of the project are to: 1) Analyze the current situation of the Portuguese Football Federation; 2) Characterize the buying behavior of women's Football fans; 3) Determine the segmentation, targeting and positioning (STP) device that the Portuguese Football Federation should adopt 4) Determine marketing objectives and strategies for the Portuguese Football Federation for the year 2026; 5) Assess which sponsoring entities and key social media actions are recommended. The project is characterized by a fundamentally descriptive study, using a case study research strategy to understand the context experienced by women's Football teams and its implications for the sport. This study follows a mixed-method approach, more specifically a sequential explanatory approach, where it begins quantitatively with a questionnaire survey and then moves on to a qualitative approach with semi-structured interviews with managers of women's Football clubs. In these, barriers to the growth of women's Football were identified, which will try to be mitigated by various marketingmix strategies that will be proposed. |
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