Cadeia de valor do fã de esporte no Brasilum estudo sobre oportunidades de captura de valor na experiência do consumidor das principais modalidades esportivas do país

Resumo

This study investigates how the sports fan consumption journey is perceived across three of the most widely followed sports in Brazil, aiming to understand which experiences generate the greatest value for fans. The study is based on an adaptation of the Customer Value Chain model proposed by Thales Teixeira (2019), in order to map the touchpoints between fans and sports organizations, identifying the most relevant links and the main bottlenecks in value delivery. The current market context is marked by transformations in fan behavior — with consumers becoming increasingly connected and demanding — as well as by structural changes in the sports media industry, including the decentralization of broadcasting rights, the growth of digital platforms, and the increasing role of sports properties in content distribution. These changes require sports organizations to develop a deeper understanding of the consumer journey and to deliver a more integrated and consistent value proposition. The study adopts a mixed-methods approach, combining qualitative and quantitative stages. First, interviews were conducted with professionals from the sports industry to validate, add, or exclude stages of a preliminary value chain model. Subsequently, a survey with fans of three sports — soccer, basketball, and volleyball — was carried out to measure perceived value and identify points of value erosion throughout the fan journey. This comparative approach makes it possible to evaluate behavioral patterns, identify critical gaps, and propose applicable solutions. The expected results include the identification of key moments within the fan journey, a comparison of how each sport performs in terms of value delivery, and practical recommendations for improving the fan experience. Ultimately, the study seeks to contribute to the professionalization of the Brazilian sports industry and to support more effective engagement and monetization strategies, recognizing sports fans as active, multichannel consumers with increasingly high expectations.

Ficha do documento

Tipo

Dissertação

Ano

2026

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/38821

Temas

EconomiaDesenvolvimento EconômicoTecnologia

Palavras-chave

Marketing esportivoJornada do consumidorExperiência do fãMídia esportivaCustomer Value ChainSports marketingConsumer journeyFan experienceSports mediaAdministração de empresasSatisfação do consumidorComportamento do consumidorServiços ao clienteEsportes - TorcedoresODS 8: Trabalho decente e crescimento econômico