Brazil also hosted the 1950 and 2014 World Cups, becoming the only country in South America to have hosted two World Cups (Argentina, Uruguay, and Chile being the other former hosts). It is among the favorites to win the trophy every time the competition is scheduled. After Brazil won its third World Cup in 1970, they were awarded the Jules Rimet Trophy, when Pelé, one of the most recognized football players in history and all-time top scorer in the sport, led Brazil to three of those championships. The national football team has also won the Copa América 9 times, the Olympic football tournament twice and is the most successful team in the FIFA Confederations Cup, with 4 titles. All of the leading players in the national teams are prominent in the football world, including Pelé, Zico, Garrincha, Ronaldo, Roberto Carlos, Romário, Ronaldinho, Taffarel, Falcão, Rivaldo and Neymar in the men's game, and Marta in the women's game. Some of these players can be considered super-stars, achieving celebrity status internationally and signing multi-million club contracts, as well as advertisement and endorsement deals.
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Football is ever present in Brazilians’ lives, and, more than a game, it also involves social and economic relations. Fan Membership Programs (FMPs), based on relationship marketing strategies, are ways to bring the clubs closer to their fans. This paper aims to analyze the perceived value structure of FMPs, based on sociodemographic profiles, starting with FMP attributes of the 2016 Brazilian Football Championship series A classified clubs. The data was collected online, and the population consisted of fans of the selected teams. The data was analyzed using the multivariate technique of Conjoint Analysis. It was verified that the general sample for different sociodemographic profiles, the ticket discounts, and prices of the FMP are the most valued attributes. This paper contributes to academy and practice by presenting a capable instrument to describe FMPs’ value perception. In academic terms, it contributes as a sports marketing management study. Sport in bet.
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