The Impact of the Stadium in the Supporter’s Consumption: How Does the Frequency at The Stadium Boosts the Demand for the Clubs’

Authors

  • Fernando A. Fleury University Nine of July (UNINOVE) - São Paulo / SP, Brazil
  • Marcos Vinícius Cardoso PhD in Business Administration from the University of São Paulo, Brazil
  • Nuno Dias Fouto Faculty of Economics and Business Administration and Accounting (FEA) from the University of São Paulo (USP), São Paulo, Brazil
  • Patrícia Vance
  • Rui Marques

DOI:

https://doi.org/10.24023/FutureJournal/2175-5825/2014.v6i2.171

Keywords:

Sports Marketing. Relationship marketing. Brand loyalty. Soccer Clubs. Soccer clubs loyalty.

Abstract

The aim of this study is to investigate the relationship between the presence of supporter in the stadium, which demonstrates the supporter’s involvement with his soccer club, and its influence on the purchase of official products of the 12 largest Brazilian brands of soccer clubs. In this research, it was collected information from 1,296 supporters who responded to a questionnaire with 22 questions. It was defined as involvement with their soccer club the frequency this supporter goes to the stadium. In order to determine the consumption relationship it were used variables such as frequency of purchase of official products, the annual amount spent on such products, favorite venue to purchase and assortment of the products mix. For the supporters buying preferences analysis, it was applied the technique of correspondence analysis (Anacor). As a result, we can point out that the supporters’ loyalty, driven by the relationship marketing, is one of the catalysts for increasing the soccer clubs revenue, since the higher the products and average tickets purchase frequency, the more this frequency is associated with a higher number of attendance to the stadium, as well as the variety in the mix of products acquired by the supporter. In this sense, the work points to the importance of building a long term relationship which goes beyond the emotional bond with the club, reaching the brand products consumption.

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Author Biographies

Fernando A. Fleury, University Nine of July (UNINOVE) - São Paulo / SP, Brazil

Doctorate in Administration in Economics of Organizations at the University of São Paulo, Brasi

Marcos Vinícius Cardoso, PhD in Business Administration from the University of São Paulo, Brazil

Doutor em Administração de Empresas pela Universidade de São Paulo, Brasil

Nuno Dias Fouto, Faculty of Economics and Business Administration and Accounting (FEA) from the University of São Paulo (USP), São Paulo, Brazil

PhD in Business Administration from the University of São Paulo, Brazil

Patrícia Vance

Doutor em Administração pela Universidade de São Paulo, Brasil

Rui Marques

Master in Business Administration with emphasis in Sports Management from the University Nine of July (UNINOVE), Brazil

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Published

2014-12-30

How to Cite

Fleury, F. A., Cardoso, M. V., Fouto, N. D., Vance, P., & Marques, R. (2014). The Impact of the Stadium in the Supporter’s Consumption: How Does the Frequency at The Stadium Boosts the Demand for the Clubs’. Future Studies Research Journal: Trends and Strategies, 6(2), 126–156. https://doi.org/10.24023/FutureJournal/2175-5825/2014.v6i2.171