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Doctoral Thesis
DOI
https://doi.org/10.11606/T.8.2020.tde-31072020-205300
Document
Author
Full name
Jose Luiz Portella Pereira
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2020
Supervisor
Committee
Arruda, Jose Jobson de Andrade (President)
Belluzzo, Luiz Gonzaga de Mello
Braga Neto, Ruy Gomes
Cardoso, Fernando Henrique
Title in Portuguese
O Allianz Parque na economia do futebol, do Estádio-Arquibancada ao Estádio-Shopping
Keywords in Portuguese
Economia do futebol
Estádio-arquibancada
Estádio-shopping
Matriz econômica
Torcedor-apaixonado
Torcedor-cliente.
Abstract in Portuguese
O tema base desse trabalho é a forma de gestão dos clubes de futebol ao longo das respectivas histórias no Brasil, observando as consequências do ato de governar sobre as matrizes econômicas que os suportaram. A história econômica do futebol combinada com a ação da indústria cultural e o processo conhecido como "globalização" suscitaram uma nova economia, a Economia do Futebol. A evolução de tal processo, que se inicia no amadorismo dos participantes alcançando o "futebol como negócio", é o cenário de fundo do trabalho. O objeto desta tese é o Allianz Parque, estádio da Sociedade Esportiva Palmeiras, em São Paulo, que emerge do movimento de transformação dos estádios no país, com vistas à Copa do Mundo de Futebol de 2014, a provocar, de modo não intencional, a possibilidade de mudança da matriz econômica dos clubes. A transformação do estádio Palestra Italia em Allianz Parque exibe o trajeto da alteração da matriz econômica, onde a metamorfose se expressa por dois cursos; um tangível, a mutação do estádio-arquibancada para o estádio-shopping, e outro intangível, a mudança de vínculo do torcedor com o clube: de torcedor-apaixonado a torcedor-cliente, esse novo ente que foi engendrado, sobretudo, pela globalização do futebol. O trabalho propõe-se a superar os limites da constatação da matriz econômica produzida em nosso futebol, ao avaliar o modelo de governança necessário para assegurar a perenidade da nova matriz, que permite a independência econômica dos clubes no Brasil.
Title in English
The Allianz Parque in the Football Economy: from old stadium grandstand to new stadium mall
Keywords in English
Economic matrix and soccer economy
Stadium-grandstand
Stadium-mall
Torcedor-apaixonado
Torcedor-cliente
Abstract in English
The main focus of this work is the way in which football clubs have been managed throughout their respective histories in Brazil. This study pays specific attention to the consequences of the models of governance based on the economic matrices that have supported them. The economic history of football combined with the action of the cultural industry and the process known as "globalization" has spawned a new economy: the Football Economy. The process, which begins with the amateur management practices of the participants evolving into "football as business", is the background of the work. The object of this thesis is Allianz Parque is the stadium belonging to Sociedade Esportiva Palmeiras, in São Paulo, Brazil. The new stadium emerges from the movement focused on transforming the sports infrastructure in Brazil , with a view to the 2014 Football World Cup and unintentionally provokes the possibility of changing the economic matrix of the clubs. The transformation of Palestra Italia stadium into Allianz Parque shows the trajectory of change in the economic matrix, where the metamorphosis is expressed by two paths. The first changeis tangible; the conversion of the stadium-grandstand to the shopping-stadium. The second is intangible; the change of the connection between the fan and the club: from passionate-supporter to consumer-supporter, who became a new entity, engendered mainly by the globalization of football. This paper aims to overcome the paradigm of the establishment of the economic matrix produced in our football by evaluating the governance model necessary to ensure the continuity of the new matrix, which allows the economic independence of clubs in Brazil.
 
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Publishing Date
2020-07-31
 
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