Uma proposta de tipologia para torcedores de futebol brasileiros

Abstract

Sport marketing is a new marketing specification. The major European football clubs have adopted some points of these theories in their strategic management decisions. Brazilian teams in another hand, are still modest to professionalize its activities as competitive strategies. For this, understanding your core customer is vital. The fans are an important source to acquire resources for the teams. Thus more and more sports entities invest to understand his followers in order to short the distance between them and their followers , and also strategies to attract new fans. Hunt et al. (1999) have proposed a typology that classifies fans into five groups, depending on their degree of involvement with the chosen sport object. The following study aims to prove the validity of this typology on the current brazilian scenario and validate the relationship between behavior of the fans towards wins or losses. This research brings a survey of the theoretical framework on the subject with bibliographical and exploratory research, and by adapting the original research; the main features of each fan were extracted for development of a new questionnaire. The questionnaire was applied at universities, football stadiums and over the internet getting more than 300 replies from different cities, states and countries. The study presents new alternatives for the initial typology proposed by the authors. Future research can be made using this study as a basis to validate the new type of Brazilians football fans.