O uso do marketing esportivo no Clube de Regatas do Flamengo e seus impactos na torcida

Abstract

Given the great importance that football has for the Brazilian population and the country's reputation as the "Country of Football", this paper aims to present a study on the influence of the marketing actions of Clube de Regatas do Flamengo on its fans, that is, to show through a structured survey and subsequent content analysis how fans are being impacted by the actions developed by the team. The Club, which is one of the most traditional and has one of the most engaged fan bases in Brazil, develops several actions to strengthen the relationship with its fans. Among these actions, the article studies the Escolinha and Museu do Flamengo, FlaTV and the strong presence on social media. To achieve this understanding, three specific objectives were established and based on these and the theoretical framework, questions were developed to obtain the opinions and understandings of the red-black fans of the city of Juiz de Fora. In this way, it was verified that the marketing actions developed by the Club have an effect on fans so that they consume on a large scale the content products on social networks - mainly on Instagram - and acquire licensed, original products and services that are offered by the team.