摘要：The study in question had as objective the analysis of the motivations that lead organizations to opt to sponsor actions performed by a social organization that acts in a sports context. The methodology was based on a qualitative approached research with an exploratory character and a descriptive nature. Interviews were conducted with representatives of sponsors of a social organization that acts in the sports segment. The interviews were transcribed and the analysis was undertaken by way of content analysis through categories. The results brought to light the motivations of the sponsor organizations, which seek interaction and involvement with the communities that were benefitted by developed projects, as well as visibility, brand strengthening and reputation. Other objectives were linked to the nature of the projects that the companies planned to develop in the benefitted communities’ surrounding areas and to the deep relationships they possessed with the sport (football). The results show the importance of sports as a tool for engagement and growth of the relationship between sponsor and social organization. They also show the relevance of involving collaborators in the process, the absence of metrics for detailed result measurement, and lastly, they confirm the need to respect the individual characteristics of each sponsor to attain positive results. This research seeks to further the studies in the field of social marketing, validating the importance of sponsorship in the relationship that contains a social component by way of sports.
关键词：Sports Management; Sponsorship; Social Marketing; NGO.
