Factores de sucesso internacional das Federações de Rugby da África do Sul, Austrália e Nova Zelândia
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2021
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O objetivo desta pesquisa foi procurar saber quais poderiam ser os principais factores da
supremacia do rugby do hemisfério sul, nomeadamente da África do Sul, Nova Zelândia e
Austrália (SANZAR).
Como demonstramos, as competições equilibradas, o apoio público ao nível amador e os
recursos privados na vertente profissional do jogo tinham uma conexão com a integração dos
modelos competitivos desses países. Para isso, definimos três hipóteses e construímos um
modelo de análise para sua operacionalização. Utilizamos uma metodologia extensiva e a
aplicação de várias técnicas de pesquisa social: análise documental, observação direta e
inquérito por questionário. 81 questionários foram respondidos por CEOs, presidentes e
diretores de alto escalão em 4 níveis: Federações Nacionais, Franquias do Super Rugby,
Federações Provinciais e Clubes Amadores.
Os resultados mostram uma maior facilidade de garantir o apoio público da parte do rugby
amador (ou semiprofissional) da SANZAR, como considerava a primeira hipótese. A análise
da informação mobilizada aponta que a delimitação geográfica dos níveis competitivos facilita
o trabalho de branding de todas as equipas, conforme pressupõe a nossa segunda hipótese. Os
dados também esclarecem que, a partir da internacionalização do produto de rugby em 1996,
foi possível atrair patrocinadores multinacionais e/ou grandes empresas nacionais, como afirma
a nossa terceira hipótese.
Concluímos que os modelos competitivos nos 4 níveis se ajustam a um posicionamento de
mercado correto, que conseguem financiamento público e apoio não financeiro ao nível mais
baixo da competição amadora, com a cobertura dos media aumentando à medida que se sobe
para os níveis competitivos superiores, donde as equipas alcançam patrocínios adequados ao
seu nível de competição. Além disso, os elevados dividendos de direitos de TV que vêm da
exposição internacional, tanto das seleções nacionais quanto das franquias do Super Rugby, são
devidamente canalizados para os níveis mais baixos, onde são criadas as possibilidades de
carreira profissional para todos os jogadores.
The purpose of this research was to find out what could be the main factors of the southern hemisphere rugby supremacy, namely South Africa, New Zealand and Australia, haka SANZAR. We tried to demonstrate that balanced competitions, public support to amateur level and private resources on the professional side of the Game had a link to the integrated competition models of this countries. For that, we set three hypotheses and construct an analysis model for its operation. We have used extensive methodology and the application of various techniques of social research: documentary analysis, direct observation and survey with a questionnaire.81 questionnaires were responded by CEOs, Presidents and high profile Directors from 4 tiers: National Unions, Super Rugby Franchises, Provincial Unions and Amateur Clubs. Results show the greater ease of securing public support by SANZAR's amateur (or semiprofessional) rugby, as proved by the first hypothesis. The analysis of the information mobilized points out that the geographical delimitation of the competitive levels facilitates the branding work of all teams, as it presupposes our second hypothesis.The data also clears that from the internationalization of the rugby product in 1996, it was possible to attract Multinational and/or major National sponsors, as affirmed by our third hypothesis. We conclude that the 4 tier competition model fits to a correct market positioning that reach public funding and non-financial support in the lower level of competition, with media coverage rising throughout higher levels, were teams achieve sponsorship adequated to their level of competition.In addition, big TV rights that come from international exposure both from National teams and Super Rugby franchises, are dully channeled to the lower levels, which are responsible for feedind a professional pathway for players.
The purpose of this research was to find out what could be the main factors of the southern hemisphere rugby supremacy, namely South Africa, New Zealand and Australia, haka SANZAR. We tried to demonstrate that balanced competitions, public support to amateur level and private resources on the professional side of the Game had a link to the integrated competition models of this countries. For that, we set three hypotheses and construct an analysis model for its operation. We have used extensive methodology and the application of various techniques of social research: documentary analysis, direct observation and survey with a questionnaire.81 questionnaires were responded by CEOs, Presidents and high profile Directors from 4 tiers: National Unions, Super Rugby Franchises, Provincial Unions and Amateur Clubs. Results show the greater ease of securing public support by SANZAR's amateur (or semiprofessional) rugby, as proved by the first hypothesis. The analysis of the information mobilized points out that the geographical delimitation of the competitive levels facilitates the branding work of all teams, as it presupposes our second hypothesis.The data also clears that from the internationalization of the rugby product in 1996, it was possible to attract Multinational and/or major National sponsors, as affirmed by our third hypothesis. We conclude that the 4 tier competition model fits to a correct market positioning that reach public funding and non-financial support in the lower level of competition, with media coverage rising throughout higher levels, were teams achieve sponsorship adequated to their level of competition.In addition, big TV rights that come from international exposure both from National teams and Super Rugby franchises, are dully channeled to the lower levels, which are responsible for feedind a professional pathway for players.
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Orientação: Maria Salomé Fernandes Martins Marivoet
Palavras-chave
DOUTORAMENTO EM EDUCAÇÃO FÍSICA E DESPORTO, DESPORTO, SPORT, EDUCAÇÃO FÍSICA, PHYSICAL EDUCATION, FEDERAÇÕES DESPORTIVAS, SPORTS FEDERATIONS, RÂGUEBI, RUGBY, GESTÃO DE MARCAS, BRAND MANAGEMENT, DESPORTO DE ALTA COMPETIÇÃO, TOP LEVEL SPORT, POLÍTICA PÚBLICA, PUBLIC POLICY