A Importância da Adoção do Sócio Torcedor como Estratégia de Inovação para Aumentar as Receitas dos Clubes de Futebol no Brasil

Marcos Vinicius Cardoso, Marcelo Paciello Silveira

Resumo


O presente artigo visa apresentar a adoção da estratégia de sócio torcedor como inovação com impacto direto no faturamento dos clubes de futebol brasileiros. Utilizando a teoria de gestão da inovação, inovação no esporte e do consumidor esportivo, aplicou-se uma análise qualitativa comparando a evolução da receita advinda dos sócios torcedores nos 12 principais clubes brasileiros. Os resultados mostram que na maioria dos casos a implementação inovadora do programa de Sócio Torcedor diminui o impacto das oscilações de receita com bilheteria no faturamento dos clubes em anos em que seu desempenho esportivo não tenha sido o esperado.


Palavras-chave


Sócio Torcedor; Inovação; Faturamento dos Clubes; Marketing Esportivo

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