Marketing Research of Soccer Teams
A soccer club in the top of the Marketing’s Cup scoreThe marketing efforts behind one of the major Brazilian Soccer Clubs:
Grêmio Foot-Ball Porto Alegrense |
University of California, Berkeley Extension
International Diploma Program – Business Administration
Paper submitted for the Introduction to Marketing course
Submitted by Gabriel Gavasso
June, 2010
Table of Contents Introduction 3 Background of product and company 3 Target Geography 4 Target Audience 5 Marketing Strategies and Actions 5 For general community 5 Affiliated supporters’ program 7 Brand Management 8 Licensed Products 9 Opportunities and General Recommendations 9 References 10 Appendix of Images 11 Index 12
Introduction
Soccer is the most popular sport in Brazil and is played in almost all the countries in the world. The sport brought to Brazil by the English descendant Charles Miller quickly become a nationwide passion, starting as a way of entertainment and getting professional along the years. According to a research of FGV, soccer in Brazil movements more than US$ 8 billion per year, having more than 30 million of adepts (around 16% of country’s population), 800 professional clubs and 11 thousand of federated athletes (Jogadas de Craque, 2010). According to Robert Alvarez Fernandez, from Escola Superior de Propaganda e Marketing (ESPM), 82% of the Brazilian adult population (around 87 million people) declare being fan of some club, but only 15% of this audience regularly consume products related to soccer (Jogadas de Craque, 2010).
Beyond this economic aspect, soccer also is an element in the identity and social memory, where support a team can be compared to being part of a nation and, in this way, the fan assumes a protagonist role in the life of the club. All this dedication can be captured in membership plans, ticket sales, sporting goods, as well as the brand value according to the size and passion of each club supporter mass (Das
Grêmio Foot-Ball Porto Alegrense |
University of California, Berkeley Extension
International Diploma Program – Business Administration
Paper submitted for the Introduction to Marketing course
Submitted by Gabriel Gavasso
June, 2010
Table of Contents Introduction 3 Background of product and company 3 Target Geography 4 Target Audience 5 Marketing Strategies and Actions 5 For general community 5 Affiliated supporters’ program 7 Brand Management 8 Licensed Products 9 Opportunities and General Recommendations 9 References 10 Appendix of Images 11 Index 12
Introduction
Soccer is the most popular sport in Brazil and is played in almost all the countries in the world. The sport brought to Brazil by the English descendant Charles Miller quickly become a nationwide passion, starting as a way of entertainment and getting professional along the years. According to a research of FGV, soccer in Brazil movements more than US$ 8 billion per year, having more than 30 million of adepts (around 16% of country’s population), 800 professional clubs and 11 thousand of federated athletes (Jogadas de Craque, 2010). According to Robert Alvarez Fernandez, from Escola Superior de Propaganda e Marketing (ESPM), 82% of the Brazilian adult population (around 87 million people) declare being fan of some club, but only 15% of this audience regularly consume products related to soccer (Jogadas de Craque, 2010).
Beyond this economic aspect, soccer also is an element in the identity and social memory, where support a team can be compared to being part of a nation and, in this way, the fan assumes a protagonist role in the life of the club. All this dedication can be captured in membership plans, ticket sales, sporting goods, as well as the brand value according to the size and passion of each club supporter mass (Das
References: Antônio Carlos Kfouri Aidar. A Transformação do Modelo de Gestão do Futebol no Brasil. http://eaesp.fgvsp.br/sites/eaesp.fgvsp.br/files/publicacoes/Rel16-2000.pdf. Retrieved on Jun 03, 2010. As dívidas dos clubes Brasileiros 2009. http://www.futebolfinance.com/as-dividas-dos-clubes-brasileiros-2009. Retrieved on Jun 06, 2010. Carlos Guilherme Ferreira. Dupla Gre-Nal deve investir R$ 140 milhões no futebol em 2010. http://www.clicrbs.com.br/esportes/rs/noticias/futebol-gremio,2766027,Dupla-Gre-Nal-deve-investir-R-140-milhoes-no-futebol-em-2010.html. Retrieved on June 03, 2010. Cesar Pacheco fala do crescimento da Marca Gremio no Sportv. http://www.gremio.net/news/ view.aspx?id=10389&language=0&news_type_id=1. Retrieved on Jun 03, 2010. Eduardo Lopes. Grêmio quer mais sócios com "Artilharia". http://maquinadoesporte.uol.com.br/v2/noticias.asp?id=16139. Retrieved on June 03, 2010. IBGE. Brazilian Census 2008. http://www.ibge.gov.br. Retrieved on Jun 06, 2010. Irany x déficit O número de sócios dos clubes 2009. http://www.futebolfinance.com/o-numero-de-socios-dos-clubes-2009. Retrieved on June 03, 2010. Os 12 clubes mais valiosos do Brasil. http://www.futebolfinance.com/os-12-clubes-mais-valiosos-do-brasil. Retriever on Jun 03, 2010. Sérgio Tauhata, Jogadas de craque. Retrieved from http://revistapegn.globo.com/Empresasenegocios/ 0,19125,ERA1699542-2991-2,00.html in June 06, 2010. Vendas de Pay-per-View dos clubes Brasileiros. http://www.atrasdogol.com.br/?p=924. Retrieved on Jun 03, 2010.