Guaranteeing a place in the stadium has become an obstacle to many Brazilian fans, according to an exclusive survey by Infomoneydriven by TM20 Branding and Brazil Panels. And the partner-owner program, despite being an important source of revenue for clubs, can also make it difficult to access those who are not part of the system.
The data were discussed on Tuesday (18), in São Paulo, at the Sport & Business Summit-Sport, Investments and Innovation event, promoted by Infomoney.
The research was conducted with a sample of 2,000 people throughout Brazil, being totally digital and random. The data show that of all the options that fans currently have to watch football games, only 15% prefer to go to the stadium.
Meanwhile, 57% opt for open TV and 19% for pay TV. According to Eduardo Tomiya, CEO of TM20 Branding, these numbers should not be confused with audience, but with where the fan expects to accompany the matches.
“The goers realized that it is almost impossible to acquire ticket without being a partner-owner,” says Tomiya. The model, while bringing financial benefits to clubs, can push the more casual fan, especially in high demand games.
In addition to the impact on access to the stadium, the study highlights the importance of the partner-owner program as a strategic tool.
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Main concerns of fans
For many clubs, the partner-owner program is an indispensable source of revenue as it helps mitigate other points of concern for fans. According to the study ,. Following, coaches instability (18%) and lack of investments (15%).
The margin of error is 2 percentage points, which ensures a high degree of precision in the analysis of fans’ perceptions of the current sports scenario.
SAF: General approval, but resistance in its own clubs
About the SAF, the survey points out that while only 6% disagree.
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However, there is a point of conflict: When asked about the transformation of their own clubs into SAFs, many show resistance.
“We see a favorable profile, but when it comes to their individual teams, many disagree because they don’t see them inside the model,” says Tomiya.
Betting market is promising, but it needs to consolidate
The research also investigated the public’s perception of betting houses, a sector that has gained space in Brazilian sport. The survey pointed out that 86% of respondents have a positive image of the category, but 40% do not yet consider it safe.
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“This number shouts us, it is almost unacceptable that there is a perception of insecurity. This needs to be worked as an essential attribute,” says Tomiya.
The study also reveals that the betting market is still highly sprayed. 118 different brands were mentioned by the interviewees, and there are about 140 registered in the country. – Rate considered low, as leading brands in other sectors reach 40%.
The survey points out that 27% of Brazilians use sports bets as a form of investment, a number that rises to 37% among the younger ones. This behavior can bring risks as the market needs to mature in terms of safety and regulation.
