CLIENTS OR SUPPORTERS: THE COMMERCIALIZATION OF FOOTBALL IN BRAZIL

Authors

  • Marcio Silva Rodrigues Universidade Federal de Santa Catarina - UFSC
  • Rosimeri de Fátima Carvalho Silva Universidade Federal de Santa Catarina - UFSC

DOI:

https://doi.org/10.14210/alcance.v13n2.p167-184

Abstract

Due to the growing influence of companies in the world today, strategies, language, techniques and profits, dimensions which were previously restricted to profitmaking companies, have over spilled to other organizations where the main objective is not financial results. This article seeks to question the influence of the logic of business action (commercialization) on Brazilian football, and for this purpose, bearing in mind the transformation of football into a product, it also becomes necessary to address consumption as a key element in the lives of individuals. It begins by presenting the development of football, and the concept of commercialization. Next, it addresses consumption as a distinct social element, followed by a discussion of the force of business logic on the football clubs, and lastly, it offers some final considerations.

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Published

2008-08-05

Issue

Vol. 13 No. 2(Mai-Ago) (2006)

Section

Article

License

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