ID: 52378
Authors:
Edson Coutinho da Silva, Alexandre Luzzi Las Casas.
Source:
Revista de Administração FACES Journal, v. 17, n. 4, p. 27-53, October-December, 2018. 27 page(s).
Keyword:
Fan-consumer , Football (or soccer) club , Sports ecosystem , Sports marketing
Document type: Article (Portuguese)
Show Abstract
Sports ecosystem is an assumption for designing sports marketing plans. Then, the article aims to understand and analyse the sports ecosystem of Corinthians, Palmeiras and São Paulo, according to their supporters, also, observing the similarities and difference among them. By and large, 704 questionnaires were administered in this exploratory study. The data collection was administered in nine matches between February and March 2017. The analysis procedure used da parametric analysis (ANOVA) and Post-hoc Schefee for describing the results. Three hypotheses were described but only one it was achieved entirely. Results depicted that Corinthians is different than Palmeiras and São Paulo; and Palmeiras and São Paulo have similarities related to plenty subjects, e.g. club administration. Concerning the sports ecosystem, the most essential pointed out by supporters were club administration, sporting venue, partnerships & sponsorships and media.