The Key-Attributes That Influence the Fans’ Perceptions of the Corinthians’ Ecosystem

Abstract

Objective: This article aims to understand and analyse which fans’ attributes most infers in their view concerning the sports ecosystem of the Sport Club Corinthians for sporting events. Methodology: an exploratory research was carried out consisting 78 topics using the Likert scale to be administered to 180 sports fans in 3 matches 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: monthly salary is the most critical fan attribute; monthly attendance is the second fan attribute most divergent. Fans understand that the stadium as well as partnerships and sponsorships as the critical dimensions of the Corinthians’ ecosystem. Conclusion: Therefore, 2 out of 3 hypotheses were confirmed. Besides, issue as to gender is not a critical fans’ attributes for the Corinthians’ marketers.