Marketing de patrocínio em eventos: um estudo de caso da marca Coca-Cola no festival Rock in Rio no Brasil

Abstract

This work discusses sponsorship as an Event Marketing tool. Through a case study of Coca-Cola as a sponsor assisted by Rock in Rio, a research methodology was descriptive and qualitative, conducted through site searches, interviews, references and news. The development of the study of marketing concepts and their scope, terms of publicity and advertising, as well as communicational marketing strategies. Subsequently inserting the history of Rock in Rio and describing an event relationship with sponsorships. Presenting the results of the brand, with the current market scenario, and the positive results of sponsorship in the world's largest music festival. Concludes by demonstrating the potential of sponsorship to build Coca-Cola's identity, verifying an evolution of using this tool at the event and explain why it is still viable to invest in this communication strategy.