Intricacies of economic-fan loyalty: profiles of consumers and motivators for joining the fan-partner programs of clubs in Rio de Janeiro
This article seeks to contribute to the debate around the “symbolic and motivating disputes” related to the Supporters Programs, a modality of relationship between sports associations and their fans. A striking initiative of “modern football” represents the loyalty and approximation between clubs an...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2024 |
| País: | Brasil |
| Institución: | Universidade Federal de Minas Gerais (UFMG) |
| Repositorio: | Fulia/UFMG - Futebol, Linguagem, Artes e outros Esportes |
| Idioma: | portugués |
| OAI Identifier: | oai:periodicos.ufmg.br:article/46525 |
| Acceso en línea: | https://periodicos.ufmg.br/index.php/fulia/article/view/46525 |
| Access Level: | acceso abierto |
| Palabra clave: | Programa Sócio-torcedor Torcedores Futebol moderno Marketing esportivo Supporter Partner Program Fans Modern football Sport marketing |
| Sumario: | This article seeks to contribute to the debate around the “symbolic and motivating disputes” related to the Supporters Programs, a modality of relationship between sports associations and their fans. A striking initiative of “modern football” represents the loyalty and approximation between clubs and fans through a contractual bond with financial retribution towards the club. The analysis of the article seeks to contribute to the perspective of fans who choose to join the programs, identifying the factors that influence decision-making and how this contracted relationship works. For this, this article presents the data produced by an online survey on the recent experience of the programs of four major clubs in the capital of Rio de Janeiro. As a result, the work organizes a profile of the fan-member in a comparative perspective, in addition to dimensioning the motivators of adhesion are multidimensional, with variations between exclusively rational factors and others of a social/emotional order. In the rational pole, the advantages of purchasing tickets or its exclusivity for member-fans are a major factor in decision-making. |
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