By Samindra Kunti
May 25 – Brazilian top-flight clubs are moving away from a business model with TV rights as a main revenue stream, towards fan membership schemes and ticketing as now generating the bulk of the money. Major clubs Internacional and Cruzeiro highlight this evolution.
While Brazilian clubs have amassed huge debts, leaving the domestic state of the game perennially in disarray, they are increasingly trying to open up new revenue streams after last year’s World Cup finals saw a widespread modernisation of stadiums across the country, a study headed by journalist Rodrigo Capelo has revealed.
Internacional of Porte Alegre, who play at the Beira-Rio stadium, have succeeded in this attempt at capitalization with 137,000 socios (fan members). In 2014 they banked €12 million from club memberships and ticketing, far outstripping the €9.7 million income of TV rights and €6.4 million generated by the commercial and marketing department.
Cruzeiro has just over 70,000 socios, making it the fifth best supported club in Brazil, according to the study. Last season the club from Belo Horizonte received €14.4 million from club memberships and ticketing. Cruzeiro only got €10 million from TV rights and a meagre €3.8 million from its marketing activities.
For Palmeiras, Atlético-MG, Fluminense, Atlético-PR, Coritiba, Bahia, Goiás, Vitória, Criciúma and Figueirense, ten other major Brazilian clubs, club memberships and ticketing represents the second biggest revenue source.
This focus away from TV and sponsorship is projected to continue this year as Brazilian clubs explore new initiatives in this direction.
The Brazilian championship kicked off at the start of May. Corinthians currently lead with six points after two rounds of play.
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