{"id":7053,"date":"2018-02-19T15:28:12","date_gmt":"2018-02-19T15:28:12","guid":{"rendered":"https:\/\/swimchannel.flywheelsites.com\/?p=7053"},"modified":"2018-03-08T21:49:43","modified_gmt":"2018-03-08T21:49:43","slug":"novos-nomes-nova-fase","status":"publish","type":"post","link":"https:\/\/swimchannel.net\/br\/novos-nomes-nova-fase\/","title":{"rendered":"As novas campanhas de marketing da FINA"},"content":{"rendered":"<p>Dentre o universo de federa\u00e7\u00f5es e ligas esportivas, encontramos diversos exemplos onde as entidades transformam-se em grandes \u201ccases\u201d de marketing. \u00c9 praticamente imposs\u00edvel n\u00e3o elogiar o trabalho de marketing de institui\u00e7\u00f5es como NBA, NFL, FIFA, UEFA e mais recentemente a WSL.<\/p>\n<p>No caso da FINA (Federa\u00e7\u00e3o Internacional de Nata\u00e7\u00e3o), que em termos de tradi\u00e7\u00e3o, \u00e9 uma das maiores federa\u00e7\u00f5es do mundo assim como uma das mais importantes para o Comit\u00ea Ol\u00edmpico Internacional. Ao analisar suas estrat\u00e9gias de marketing, podemos posicionar numa fase intermedi\u00e1ria\/boa.<\/p>\n<p>Atualmente a FINA abrange seis modalidades esportivas, sendo que a nata\u00e7\u00e3o em \u00e1guas abertas, indiscutivelmente, foi a que mais cresceu nas duas \u00faltimas d\u00e9cadas.\u00a0 Analisando a populariza\u00e7\u00e3o da modalidade e tamb\u00e9m um melhor entendimento do grande p\u00fablico, a FINA alterou o nome dos seus dois principais circuitos mundiais de \u00e1guas abertas.<\/p>\n<p><strong>FINA Ultra Marathon Swim Series: <\/strong>At\u00e9 o ano passado o nome do circuito era FINA Grand Prix. Composto por provas de nata\u00e7\u00e3o em \u00e1guas abertas acima de 15 km, chegou a ter disputas com at\u00e9 88 km, caso de eventos na Argentina.<\/p>\n<p>Dentre o conceito estabilidade pela federa\u00e7\u00e3o, a maratona aqu\u00e1tica tem que ter obrigatoriamente 10 km e a ultramaratona aqu\u00e1tica precisa estar acima desta dist\u00e2ncia. Ao batizar o nome do circuito de Ultra Marathon Swim Series, mesmo uma pessoa que n\u00e3o tenha muita intimidade com a nata\u00e7\u00e3o, tem um bom entendimento do conceito: ultramaratona. Ou seja, fica claro que o atleta ir\u00e1 nadar longas dist\u00e2ncias, s\u00f3 pelo titulo do evento.<\/p>\n<div id='gallery-1' class='gallery galleryid-7053 gallery-columns-3 gallery-size-thumbnail'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/swimchannel.net\/br\/novos-nomes-nova-fase\/o-credito-da-foto-e-obrigatorio-satiro-sodre-sspress-cbda-43\/'><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/swimchannel.net\/br\/wp-content\/uploads\/2018\/02\/C16I8814-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" aria-describedby=\"gallery-1-7059\" srcset=\"https:\/\/swimchannel.net\/br\/wp-content\/uploads\/2018\/02\/C16I8814-150x150.jpg 150w, https:\/\/swimchannel.net\/br\/wp-content\/uploads\/2018\/02\/C16I8814-300x300.jpg 300w, https:\/\/swimchannel.net\/br\/wp-content\/uploads\/2018\/02\/C16I8814-100x100.jpg 100w, https:\/\/swimchannel.net\/br\/wp-content\/uploads\/2018\/02\/C16I8814-400x400.jpg 400w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-7059'>\n\t\t\t\tA Copa do Mundo passa a se chamar FINA Marathon Swim Series &#8211; Foto: Satiro Sodr\u00e9\/SSPress\n\t\t\t\t<\/figcaption><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/swimchannel.net\/br\/novos-nomes-nova-fase\/o-credito-da-foto-e-obrigatorio-satiro-sodre-sspress-cbda-40\/'><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/swimchannel.net\/br\/wp-content\/uploads\/2018\/02\/C16I6909-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" aria-describedby=\"gallery-1-7057\" srcset=\"https:\/\/swimchannel.net\/br\/wp-content\/uploads\/2018\/02\/C16I6909-150x150.jpg 150w, https:\/\/swimchannel.net\/br\/wp-content\/uploads\/2018\/02\/C16I6909-300x300.jpg 300w, https:\/\/swimchannel.net\/br\/wp-content\/uploads\/2018\/02\/C16I6909-100x100.jpg 100w, https:\/\/swimchannel.net\/br\/wp-content\/uploads\/2018\/02\/C16I6909-400x400.jpg 400w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-7057'>\n\t\t\t\tTreino para travessia de 1,3 km &#8211; Foto: Satiro Sodr\u00e9\/SSPress\n\t\t\t\t<\/figcaption><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/swimchannel.net\/br\/novos-nomes-nova-fase\/jogos-olimpicos-rio-2016-41\/'><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/swimchannel.net\/br\/wp-content\/uploads\/2018\/02\/CC0I1358-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" aria-describedby=\"gallery-1-7060\" srcset=\"https:\/\/swimchannel.net\/br\/wp-content\/uploads\/2018\/02\/CC0I1358-150x150.jpg 150w, https:\/\/swimchannel.net\/br\/wp-content\/uploads\/2018\/02\/CC0I1358-300x300.jpg 300w, https:\/\/swimchannel.net\/br\/wp-content\/uploads\/2018\/02\/CC0I1358-100x100.jpg 100w, https:\/\/swimchannel.net\/br\/wp-content\/uploads\/2018\/02\/CC0I1358-400x400.jpg 400w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-7060'>\n\t\t\t\tO nado sincronizado passa a se chamar nata\u00e7\u00e3o art\u00edstica &#8211; Foto: Vitor Silva\/SSPress\n\t\t\t\t<\/figcaption><\/figure>\n\t\t<\/div>\n\n<p><strong>FINA Marathon Swim World Series: <\/strong>\u00c9 o principal circuito mundial da modalidade e at\u00e9 2017 chamava-se World Cup. Novamente, o grande p\u00fablico ficava em d\u00favida sobre o que \u00e9 a tal \u201cCopa do Mundo\u201d.<\/p>\n<p>Se na corrida de rua, o grande p\u00fablico sabe que a maratona tem 42 km, na nata\u00e7\u00e3o a FINA quer deixar evidente que a maratona obrigatoriamente tem 10 km. Ao anunciar a Marathon Swim World Series, fica f\u00e1cil de compreender que federa\u00e7\u00e3o est\u00e1 realizando o circuito mundial de maratona aqu\u00e1tica.<\/p>\n<p>S\u00e3o duas a\u00e7\u00f5es simples, mas ao mesmo tempo, uma important\u00edssima a\u00e7\u00e3o de marketing positiva para a FINA e consequentemente para a nata\u00e7\u00e3o.<\/p>\n<p>E ainda tem outra novidade da FINA, s\u00f3 que desta vez para a <strong>nata\u00e7\u00e3o art\u00edstica<\/strong>. Sim, voc\u00ea n\u00e3o leu errado: nata\u00e7\u00e3o art\u00edstica e n\u00e3o mais nado sincronizado. A modalidade vive uma crise mundial, em parte por causa da campanha mundial do COI pela igualdade de g\u00eanero. No caso da nata\u00e7\u00e3o art\u00edstica, como \u00e9 uma modalidade praticamente feminina, a tend\u00eancia \u00e9 que venha a ser cortado dos Jogos Ol\u00edmpicos se nada for realizado para fortalecer este esporte.<\/p>\n<p>Mas o motivo do novo nome \u00e9 uma inspira\u00e7\u00e3o na ginastica art\u00edstica. Ou seja, a FINA acredita que nata\u00e7\u00e3o art\u00edstica \u00e9 um nome mais adequado para o extinto nome nado sincronizado e que ajude a popularizar a modalidade.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dentre o universo de federa\u00e7\u00f5es e ligas esportivas, encontramos diversos exemplos onde as entidades transformam-se em grandes \u201ccases\u201d de marketing. \u00c9 praticamente imposs\u00edvel n\u00e3o elogiar o trabalho de marketing de institui\u00e7\u00f5es como NBA, NFL, FIFA, UEFA e mais recentemente a WSL. No caso da FINA (Federa\u00e7\u00e3o Internacional de Nata\u00e7\u00e3o), que em termos de tradi\u00e7\u00e3o, \u00e9 [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":7056,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[115,1172],"tags":[14,1165,96,1166,5,1168,700,1167],"class_list":["post-7053","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aguas-abertas","category-aqua","tag-aguas-abertas","tag-audiencia","tag-fina","tag-marathon-swim-world-series","tag-natacao","tag-natacao-artistica","tag-negocios","tag-ultra-marathon-swim-world-series"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>As novas campanhas de marketing da FINA - Swimchannel<\/title>\n<meta name=\"description\" content=\"De olho em aumentar sua audi\u00eancia e alcance a FINA mudou a nomenclatura de seus principais eventos de \u00e1guas abertas e tamb\u00e9m do nado sincronizado.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/swimchannel.net\/br\/novos-nomes-nova-fase\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"As novas campanhas de marketing da FINA - 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