O USO DO MARKETING DIGITAL NA DIVULGAÇÃO E ENGAJAMENTO DE TORNEIOS ESPORTIVOS LOCAIS

Abstract

This study aims to conduct an in-depth analysis of the use of digital marketing in the promotion and engagement of local sports tournaments, with emphasis on the strategies implemented by Arena Centro Oeste, located in Águas Lindas de Goiás. The research investigates how contemporary digital tools particularly social media platforms can significantly enhance the visibility of sports events while strengthening interaction among athletes, spectators, visitors, and event organizers. The methodology applied combines both quantitative and qualitative approaches, employing instruments such as questionnaires, semi-structured interviews, direct observation of digital actions, and the analysis of metrics provided by online platforms. This set of techniques enabled a broader understanding of audience behavior, engagement patterns, and the overall impact of the strategies adopted by the Arena. The results indicate that the strategic use of audiovisual content, live broadcasts, and interactive posts has a strong influence on increasing organic reach and user engagement. Additionally, practices such as posting consistency, the use of language aligned with the target audience, and diversification of content formats directly contribute to strengthening the organization’s digital presence. Therefore, the study highlights the essential role of digital marketing as a facilitating tool in the promotion of regional sports events, proving fundamental for expanding community participation, improving communication among stakeholders, and consolidating Arena Centro Oeste’s image within the local sports landscape.