Como a Disney usa o esporte para conquistar uma nova geração de fãs; veja a estratégia

Há 40 anos, o jogador de futebol americano Phil Simms disse uma frase determinante para a Disney.

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Com a fala “Eu vou para o Disney World”, o quarterback do New York Giants estabeleceu a relação da marca com o universo esportivo.

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Na época, ele recebeu US$ 50 mil para dizer essa frase após o time vencer o Super Bowl. Desde então, a companhia mantém estratégias associadas aos esportes.

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A fala de Simms foi dita em 1987, porém a dinâmica com o público mudou. A Disney conta com estratégias on-line e off-line para dialogar com a audiência.

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No universo digital, como no Instagram, a companhia conta com 3,4 milhões de seguidores. Enquanto isso, 11,8 milhões de contas acompanham a marca no TikTok.

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A Disney tem investido também em associações com a Fórmula 1; 76% dos fãs acreditam que os patrocinadores agregam valor ao esporte.

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Já na vida real, a Disney colabora com a Savannah Bananas, um time de beisebol. São conhecidos por jogarem o “Banana Ball”, que foca no esporte como espetáculo.

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