O espaço das emoções e das trocas comerciais: a criação da marca Maracanã

Abstract

The central focus of this dissertation is to investigate the use of Maracanã as a marketing and communication platform for private companies in order to strengthen ties with consumers and boost their sales. The research hypothesis is that the private sector uses the symbolic aspects of the sacred dimension that the stadium has to enhance a marketing narrative that transforms it into an entertainment and marketing platform for brands to strengthen or create ties with their consumer-fans. In addition to being a channel for companies to achieve their goals, Maracanã also becomes a revenue generator by selling licensed products at the Maracanã store, such as caps, shirts and mugs based on affective memories. To better understand these processes, I seek to analyze the advertising materials used in online channels, such as the stadium's official page on Instagram, and also in offline channels, such as the official store and brand activations inside.