SÃO PAULO'S ECOSYSTEM: FANS' POINT OF VIEW CONCERNING MARKETING STRATEGIES

Objective: This article aims to understand and analyse which fans’ attributes most interferes with their view concerning the sports ecosystem of the São Paulo Football Club for sporting events. Methodology: an exploratory research was carried out comprising 78 topics using the Likert scale to be administered to 215 sports fans in 3 games between February and March 2017. The analysis procedure followed three steps: (i) calculating the chi-square testes cross tables; (ii) selecting the topics which achieved less than 5% significance; (iii) and identifying that group of fans’ attributes that are most similar and most divergent. Findings: transportation is the most critical fan attribute; gender is the second fan attribute most divergent. São Paulo’s fans believe that media as the critical axis. Conclusion: Therefore, 1 out of 3 hypotheses was confirmed. Besides, issues as to income as well as attendance are not critical fans’ attributes for the São Paulo’ marketers.