IMPACT OF MARKETING INNOVATIONS IN FOOTBALL CLUBS REVENUES: THE CASE OF CORINTHIANS

Abstract

The use of marketing as a mainstay of sports management is very recent, but already moves billions around the world and is seen as a key element for the growth of the football industry. A range of new products and services associated with the sporting spectacle have been offered by football clubs to consumers of sport, generating new sources of revenue. The main objective of this article was to evaluate the impact of new revenue sources, known as marketing innovations, the Sport Club Corinthians Paulista, in the period 2007-2012. Conducted a descriptive exploratory study, through the analysis of documents collected during exploratory research, in which information was selected to the period from 2008 to 2012 and compared with the Swing Club in the same period (GRI Sustainability Reports). The results show that the club has significantly expanded the revenues derived from its brand, but the impact of marketing innovations in the period analyzed, it was still small. This suggests that there is still a path towards the goal to equate to large international teams to be followed.