Marketing no futebol: uma análise dos serviços oferecidos nos estádios de Fortaleza

Abstract

This dissertation analyzes the services offered to the fans so much in the stadiums as in the spill of a soccer game. The researched stadiums are the two largest of Fortaleza city, Plácido Aderaldo Castelo called Castelão and Presidente Vargas, under the fans' optics of the three largest clubs of the city. It treats initially of presenting the historical chronology of these stadiums. The theoretical reference shows the transformations happened in the soccer, from its origin to the moment of the consolidation of the professionalism. It still presents the net of the agents' relationships involved in the soccer that look for additional incomes in this specific market. It stands out the importance of the quality of the services to the customer's disposition and of the concern of the traditional and sporting marketing as themes that base the accomplished research. In the research, as instrument of captation of data, used structuralized interviews and elaborated the method of the probabilist sampling. Starting from the accomplished research comes the analysis of the obtained results of the evaluation of the services offered around the soccer stadiums.