Efeito do patrocínio de cultura e esportes sobre a relação entre intangibilidade e desempenho econômico-financeiro

Abstract

The research aimed to verifying the effect of cultural and sports sponsorship strategy on the relationship between intangibility and economic-financial performance of a public traded brazilian companhies in the period from 2007 to 2019. The sample consisted of 52 company datas that have their shares traded on B3 (Brazil, Bolsa Balcão) and which publish social data. The nature of this study was quantitative and were collected by Economática ® database, IBASE social reports, administrative reports, social and sustainability reports published annually by studied companies. The statistical techniques used to meet the proposed objectives were descriptive and multilevel regression. The results demonstrate that 73% of sponsorhip investment was to culture, and 27% to sport. In addition, the sector that most used the sponsorship strategy to sports and culture was the electricity sector. Despite the drop in investment in culture, the companies that most sponsored are state-owned companies. The first model of multilevel regression showed that sponsorship and culture has a positive effect on the degree of intangibility. However, there was no effect between sports and intangibility. In addition, the results found that, intangibility has a positive effect on economic - financial performance. Therefore, the moderating effect of sponsorship, culture or sports in relation between intangibility and economic-financial performance was rejected. The results of this work are relevant, as they contribute to the discussion of the sponsorship effect on intangibility and on the relationship between intangibility and economic-financial performance. For companies, the results showed that the sponsorship strategy also has an effect on economic - financial performance. For society, sponsorship allows the development of two industries (culture and sports) that are seen as economic potentials. And for the government, the study indicates the importance of economy development and addition to promote the citizenship development.