A ENTRADA DOS SITES DE APOSTAS ESPORTIVAS NO MERCADO BRASILEIRO

uma análise à luz da teoria do GMS

Abstract

This paper seeks to explore the marketing behavior of online sports betting companies as they enter the Brazilian market, analyzing this movement in the light of the Global Marketing Strategy (GMS) theory, or Global Marketing Strategy. The work was designed due to the specificity of Brazil, which for years had few legalized sports betting practices, and does not have a clear and inviting legislation for companies and bettors, so much so that companies can only advertise in Brazil through a legal loophole, but they cannot operate from within the country. Adding these factors, it was understood that the scenario was very inviting for research on this topic, given that online betting sites practically took all the advertising in the main sporting events in Brazil. For this undertaking, a qualitative research was chosen, through in-depth interviews, conducted through a semi-structured research script, based on the literature. The interviewees will be the marketing managers of the main companies operating in Brazil, until the saturation of answers is reached. The interviews will be submitted to content analysis, using open categories. At this time, the researchers have already selected 14 managers, six of whom have already been contacted.