摘要：The main purpose of this study was to analyze to what extent Brazilian sports Confederations apply theoretical models of marketing strategic planning. For this purpose, besides the comprehensive literature review related to the subject, a multiple case study, both qualitative and exploratory, was conducted in national entities that run sports such as basketball, rugby and sail and motor. Information was, then, gathered from in-depth interviews with representatives of the three Confederations that manage the sports mentioned above in addition to secondary database research.
