2014-11-112014-11-112014PERES, Júlia Jessica de Lima. Relações públicas no esporte: a atividade de patrocínio esportivo como fortalecimento da marca organizacional – estudo de caso do Banco do Brasil. 2014. 95 f. Trabalho de Conclusão de Curso (Graduação)–Faculdade de Informação e Comunicação, Universidade Federal de Goiás, Goiânia, 2014.http://repositorio.bc.ufg.br/handle/ri/4346The sports have a major role in the cultural and social context of Brazil. The organizations increasingly identify opportunities to link your brands to the sports. For that, they require qualified professionals with capacity of planning, management and relationship. Thus, the present study aims to understand with a glance of Public Relations, such as sports sponsorship can help strengthen an organizational brand. From a literature review, a case study of the Bank of Brazil (BB) and a quantitative research, it may be understood the importance of organizations use sponsorship actions to provide brand awareness in their specific publics. The study from the research, showed that the BB although not absolute leader still represents on the national scene as one of the leading organizations that use sport as an additive to your brand and consequently booster for a stronger image with their publics.porAcesso abertoMarcaRelações públicasPatrocínioBanco do BrasilMarketing esportivoSport marketingBrandPublic relationsSponsorshipBank of BrazilMonografia