Abstract
The aim was to identify the sponsor profile that most adds value to the street racing events, and with that, to propose a model that would help the organizers of events of the modality in the sponsorship funding. For this, an exploratory and quantitative methodology as proposed. A total of 407 participants from street racing events were interviewed who answered their preferences and wishes regarding possible sponsors who should support street racing events. It was found that the consumers of these events want the sponsors to be congruent with the street race, and to create an experience for those who are participating in the event. The consumer wants sponsors to offer entertainment. These data provide important information for more professional decisions in Sports Management.
KEYWORDS
Sports Sponsorships; Sports Events; Street Racing; Model
