segunda-feira, 20 de abril de 2009

Para quem acha que Corrida de Rua não é exposição de marca - Parte 2

Amigos, blogueiros, muralistas e atletas.Tem gente que acha que a corrida de rua não tem exposição. Continuo aqui com uma série de posts que provam exatamente o contrário do que dizem, através de números e dados estatísticos:
Abaixo reportagem publicada pela Gazeta Mercantil em julho/2007. Aproveito para utilizar-me dos números publicados na reportagem, assim sendo hoje temos um número 70% maior de praticantes do esporte no país.

Data: 03/07/2007 00:35:54
[692 Palavras] Publicação: Gazeta Mercantil (Brasil)
Idioma: Português-Brasil Autor: Gazeta Mercantil

São Paulo, 3 de Julho de 2007 - A Pepper, agência de comunicação integrada do Grupo Newcomm (joint venture entre o publicitário Roberto Justus e o grupo inglês WPP), vai promover novas corridas de rua de olho no crescimento desse mercado no País. A agência vende cotas de patrocínios para as empresas, que se beneficiam com a exposição da marca em um evento ligado à saúde. "Os investimentos em eventos esportivos vêm crescendo muito no Brasil, com as corridas de rua. As empresas estão se voltando para a questão da saúde", diz o vice-presidente da Pepper, Anuar Tacach. A partir do aumento da demanda da área esportiva e da obtenção da conta da empresa alemã de material esportivo Adidas, no ano passado, a Pepper decidiu criar uma área exclusiva para cuidar desse segmento. A empresa prepara três novas provas: a Kids Run para crianças, em outubro; a Corporate Run Rio de Janeiro para empresas, em dezembro; e a Corporate Adventure, uma corrida de aventura entre equipes de empresas, com realização para o início de 2008 e provas como canoagem, corrida, rapel e bicicleta. Mercado de US$ 1 bilhão O mercado de corridas de rua e maratonas movimenta cerca de US$ 1 bilhão por ano no Brasil, incluindo isotônicos, calçados, estrutura, inscrições e patrocínios das provas, de acordo com dados das empresas do setor. Aproximadamente quatro milhões de pessoas correm regularmente e existem 300 corridas de rua no País. Contudo, diz Tacach, apenas umas 10 provas representam um bom negócio para as empresas patrocinadoras. "Os organizadores se preocupam em fazer economias demais, desde a exposição das marcas e os convites, até as campanhas de divulgação, e isso acaba fazendo a diferença num evento", destaca Tacach. O número de corridas cresce 35% ao ano no País, com destaque para a participação das mulheres, que aumenta 5% ao ano e representa 25% do total. Nos Estados Unidos, a participação de mulheres atinge quase 50%. A Pepper, que prevê um crescimento de 40% no faturamento neste ano, atende empresas como Bradesco, Philips, Casas Bahia, Telefônica, Bauducco, Perdigão e Schincariol. "Essas empresas já investem milhões em TV, rádio e revistas. O barato para a empresa é mostrar que se preocupa e investe na qualidade de vida dos funcionários", diz Tacach. Corridas no exterior O maior projeto de corridas de rua da empresa é o Corporate Run, que vai receber investimento de R$ 6 milhões. A competição, disputada por equipes de quatro ou oito atletas amadores da mesma empresa, está na terceira edição, que será disputada dia 26 de agosto, na Cidade Universitária (USP), em São Paulo, e deverá receber cerca de 10 mil participantes. "Aumentou 80% o número de patrocinadores e corredores da última edição", diz Tacach. A primeira edição carioca acontece no dia 02 de dezembro, no Aterro do Flamengo. A empresa pretende levar a corrida para França, Nova York e Miami a partir do ano que vem. Para a Kids Run, que deve receber 2 mil crianças de 4 a 12 anos, a empresa enxerga um grande potencial, por reunir toda a família. "Já tem muitas empresas da área nos procurando", diz Tacach. Além dos três lançamentos, a empresa também promove a segunda edição da Fashion Run e a terceira edição da Corporate Run. Patrocinada pela Honda, Mellon Global Investments Brasil, Sony Ericcson e Track&Field, a Fashion Run é uma corrida de rua exclusiva, promovida pelo Shopping Iguatemi São Paulo, e acontece no dia 01 de julho. São cinco quilômetros no bairro de classe alta Jardim Paulistano. A participação feminina na prova atinge 60%. Escritório no Rio A Pepper abriu recentemente um escritório no Rio, no Leblon, para atender os clientes do estado, como a imobiliária RJZ/Cyrela. O mercado imobiliário está em ebulição no Rio, é um dos que mais cresce", ressalta o presidente da Pepper, Carlos Perrone. A empresa atende também no Rio o grupo Schincariol, para o qual presta serviços para o camarote no carnaval e no patrocínio das instalações do Clube de Regatas Flamengo, na Gávea. kicker: Agência prepara três novas provas: Corporate Run Rio e a Corporate Adventure, para empresas, e a Kids Run, para crianças

Crédito: (Gazeta Mercantil/Caderno C - Pág. 5)(Gustavo Viana)

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