Author(s):
Nunes, Paula Alexandra Jacinta 
Date: 2010
Persistent ID: http://hdl.handle.net/10362/10292
Origin: Repositório Institucional da UNL
Subject(s): Sponsorship; Brewing industry; Competition; Strategy
Document details
Sagres beer and its sponsorship strategy: Will Sagres score with Sport Lisboa e...
Description
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics In the last day of 2008, Sagres signed a “long-term” sponsorship contract with Sport Lisboa e Benfica that reinforced the support of the beer brand to football, as well as, to one of the greatest Portuguese sports clubs. This case reviews Sagres’ search for leadership in the Portuguese beer market along with its strategy of association with football. It focuses on understanding Sagres’ gains and the implications for the dynamics of the Portuguese beer market.
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics In the last day of 2008, Sagres signed a “long-term” sponsorship contract with Sport Lisboa e Benfica that reinforced the support of the beer brand to football, as well as, to one of the greatest Portuguese sports clubs. This case reviews Sagres’ search for leadership in the Portuguese beer market along with its strategy of association with football. It focuses on understanding Sagres’ gains and the implications for the dynamics of the Portuguese beer market.
Document Type
Master Thesis
Language English
Advisor(s) Vasconcelos, Luís
Language English
Advisor(s) Vasconcelos, Luís
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