Half of the Brazilian fans follow most or all games on their team, while 22.8% rarely watch or even cheer for a club. But the way fans accompany their heart teams varies a lot. This is what the exclusive research of the Infomoney conducted by TM20 Branding and Brazil Panels.
The research teams and bets (BETS) research indicates that there is a preference for broadcast on open TV, with 57% of fans opting for this means to watch their team games. Next, pay TV appears (19%) and the stadium (15%), while 7.7%accompany streamings, youtube, social networks and applications. The radio, which has had great historical relevance in the consumption of Brazilian football, today represents only 1.2% of the audience.
Partner
The fact that the proportion of fans who prefer to follow the games in the stadium is close to the percentage of partnerships indicates that club loyalty programs have been effective to attract this audience, according to the study. However, the growth of these programs is directly linked to the experience offered in the stadiums, considering aspects such as safety, comfort and team performance in the field.
Which teams attract the most public?
The survey also confirmed which clubs have the largest fans in Brazil, with Flamengo (25%) and Corinthians (19%) following the leadership as the largest fans in the country. Below are Palmeiras and São Paulo, with 8% each. The survey also highlights the strength of the fans of Grêmio (RS) and Atlético Mineiro.
Social networks and digital engagement
While some teams have more faithful fans in the stadium, on the other, the research shows that groups stand out for digital engagement. Social networks, applications and streaming platforms have become important channels for the relationship between fans and clubs, expanding the audience and allowing new monetization strategies.
The study also confirms that football remains one of the national passions, but the behavior of the fan has been becoming the advancement of technologies and changes in the form of consumption of sports. The challenge of clubs now is to balance face -to -face and digital experiences to maintain and expand your fan base.
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The research followed IBGE criteria for social classes and geographical distribution with a margin of 2%. The profile of the interviewees was divided between 44% male and 56% female, aged 18 to 24 (9%) to 43 to 50 (22%). About 43% of respondents are from the Southeast, 28% of the Northeast, 12% of the south, 10% of the Midwest and 8% from the north of the country.
The data were released during Sport & Business Summit, an exclusive event of the Infomoney About sports business, held on Tuesday (18), showing a market that moves more than $ 700 billion a year worldwide.
