Marca como um ativo organizacional e instrumento para a internacionalização: as estratégias utilizadas pelo Clube de Regatas Flamengo

Abstract

This study aims to analyze the sports marketing strategies employed by Flamengo to expand its brand internationally and the impacts resulting from the actions implemented. The research is based on the understanding of the brand as an organizational and strategic asset, especially within the context of the globalized sports market. The theoretical framework includes concepts of sports marketing, branding, and internationalization, examining how football clubs use these tools to broaden their presence beyond national borders. The adopted methodology is qualitative, exploratory in nature, and conducted through a case study, with analysis of secondary data from institutional documents, financial reports, official media, and academic publications. The results indicate that Flamengo underwent a profound administrative restructuring and adopted modern management practices, which enabled revenue growth, brand appreciation, and international expansion. The use of digital platforms, strategic commercial partnerships, and the strengthening of its fan base abroad were key elements in this process. It is concluded that Flamengo stands out as a successful sports brand in Latin America, although it still faces challenges such as dependence on the domestic market and the need for cultural adaptation in new regions. This research contributes to understanding the dynamics of brand internationalization in sports and offers insights for the strategic management of clubs seeking global expansion.