Sports Marketing Projetc applied in a lower division soccer club in Brazil.

1. PROJECT

2. Desportiva Ferroviária
• It arose from the result of the merger of several other clubs controlled by Companhia Vale do
Rio Doce in 1963. In 1999, as a result of the bad merger with the business group, it changed
its name to Sport Capixaba until April 2011, when Desportiva Ferroviária went back.
• It participated three times in the Brazilian Cup, eleven times in the Brazilian Serie A
Championship, twelve times in Serie B and once in Serie C. The team also participated six
times in the Brazilian Cup, the last in 2009.
• She is the greatest champion of the last 51 years: 18 state titles.
• Desportiva participated in the formation of great athletes, such as Sávio (Flamengo, Real
Madrid and National Team), Geovani (Vasco and National Team), Carlos Germano (Vasco and
National Team) and Kieza (Fluminense, Cruzeiro, São Paulo and Vitória).

3. #SOUGRENÁ
In order to show the strength of the Desportiva fans, to create sympathy for new fans and to
sensitize companies and governments about the importance that a soccer club has in society,
the SouGrená movement, from Desportiva Ferroviária, found on new medias a cheap way to
achieve notoriety in all sectors of society.
Through this initiative, the Desportiva Ferroviária started a new chapter in its history in 2011,
now underpinned by professionalism, credibility and transparency.
Many were the free demonstrations in support of the #SouGrená movement. Regional icons of
sport and culture, which are now known nationally, to the hundreds of fans who accompany
us on social networks and proudly parade with the shirt symbol of the movement.

4. Miss Sou Grená Contest

5. Miss Sou Grená Contest

6. Home Kit Contest

7. Other activations

8. Result: Spontaneous Media in 2011
Sources:
www.globoesporte.com/es
www.gazetaonline.globo.com
www.folhavitoria.com
www.capixabao.com.br
www.redetribuna.com.br
www.espiritoesportivo.com

9. Result: Growth of Fans base
Fontes: FUTURA (2013)
90% growth in the
number of fans in 02
years of project.

10. Result: Investiment
Full text:
http://goo.gl/yZPrp4
Full text:
http://goo.gl/W5msRM

11. Australia has chosen the stadium as Training Center for the FIFA World Cup
2014

12. Contacts
Wesley Menezes
Marketing Esportivo | Sports Marketing
t.: + 55 (21) 99212.6069
E-mail: wmenezes84@gmail.com
Linkedin: https://br.linkedin.com/in/wesleymenezes