Market-Orientation Principles in Football Clubs: brand, profits and fans

Abstract

This theoretical paper aims to depict, position and discuss the market and customer-orientation concepts in the Brazilian sports clubs in order to increase revenues and profits. In effect, the market and customer-orientation improve the professional management in a club, the responsible governance principles to stakeholders – including partners and sponsors –, the client-fan perspective and, also, provide revenues and profits to a sports club. However, reports provided by consulting have been shown that market-orientation and professional management are more in theory than in practises. While Brazilian football clubs squeeze have debts, European clubs have revenue and profits through marketing and client-fan focus.

Keywords

• orientação de mercado
• orientação ao torcedor
• marketing esportivo
• torcedor-cliente
• gestão profissional