Marketing esportivo: um estudo sobre os fatores críticos de presença do torcedor do CRB no estádio Rei Pelé

Abstract

Football clubs generate revenue through the consumption of their fans and can be classified as non-profit civil associations or Sociedade Anônima do Futebol (SAF). One of the sources of revenue for a football club is box office revenue (gross income collected by the club from home games). A club's main asset is its fans. By attending the stadium, fans contribute financially to the club's coffers. Identifying and analyzing the critical factors of fan presence at the stadium is of utmost importance for any football club to establish strategies and actions to attract more public to the stadium in its home games, aiming to maximize its revenues. The present study sought to describe the critical factors in the presence of Clube de Regatas Brasil - CRB fans at the Rei Pelé stadium, given that since 2013, the CRB's average attendance has been low and fluctuating, not reflecting the reality in terms of the size of its fans. To this end, an online questionnaire was administered to a small portion of the population of CRB fans, obtaining a sample of 451 responses, with a margin of error of 4.61% and a confidence level of 95%. The research began through bibliographical research, regarding the characterization of the research: it is basic, conclusive of the descriptive type, quantitative, survey of a sample type and with a survey. As for sampling, it is nonprobabilistic. It was found that passion for the club is the factor that most positively impacts the fan's presence at the stadium, on the other hand, violence is the factor that most negatively impacts the fan's presence at the stadium.