Title: Football in Brazil: what brings fans/consumers to stadiums and arenas in the city of São Paulo

Authors: Leandro Carlos Mazzei; Ivan Furegato Moraes; Eduardo De Oliveira Cruz Carlassara; Ary José Rocco Jr.

Addresses: Sport Science Research Center (CEPECE), School of Applied Sciences, University of Campinas, Rua Pedro Zaccaria, 1300, sala LA-525D, Limeira (SP), CEP: 13484-350, Brazil ' Sports Department, School of Physical Education and Sport, University of São Paulo, Av. Prof. Mello Moraes, 65 – Cidade Universitária, São Paulo (SP), CEP: 05508-030, Brazil ' Sports Department, School of Physical Education and Sport, University of São Paulo, Av. Prof. Mello Moraes, 65 – Cidade Universitária, São Paulo (SP), CEP: 05508-030, Brazil ' Sports Department, School of Physical Education and Sport, University of São Paulo, Av. Prof. Mello Moraes, 65 – Cidade Universitária, São Paulo (SP), CEP: 05508-030, Brazil

Abstract: This article aims to identify the reasons/motives that influence attendance of football games in the stadiums. The Motives for Attendance Scale (MAS) questionnaire was applied to a sample of 369 fans who attended the stadiums/arenas in the city of São Paulo, Brazil. We employed Exploratory Factor Analysis to analyse the data and used the Cronbach's alpha coefficient to measure the reliability of the extracted factors. Five of the identified factors accounted for 73.89% of the total variance: 1) entertainment and socio-psychological motives; 2) price; 3) marketing actions; 4) football quality and 5) enjoyment of watching a football match at the stadium. The findings reveal new insights into the behaviour of the Brazilian football consumer. In line with the global trends, the desires expressed by the fans/consumers are multivariate, ranging from good entertainment experience, being with family and friends, affordable ticket prices and comfort to safety and accessibility.

Keywords: consumer behaviour; entertainment; sport marketing; sport management; football; fans; Brazil; stadiums; sports arenas; attendance.

DOI: 10.1504/IJSMM.2020.10032919

International Journal of Sport Management and Marketing, 2020 Vol.20 No.3/4, pp.193 - 210

Accepted: 11 Apr 2019
Published online: 30 Oct 2020 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article