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Universidade Federal Do Rio De Janeiro Instituto Coppead De Administração UNIVERSIDADE FEDERAL DO RIO DE JANEIRO INSTITUTO COPPEAD DE ADMINISTRAÇÃO RODRIGO VIEIRA DE SOUSA PONS FUTEBOL AMERICANO NO BRASIL: Um estudo com inspiração etnográfica sobre as práticas de consumo RIO DE JANEIRO 2013 RODRIGO VIEIRA DE SOUSA PONS FUTEBOL AMERICANO NO BRASIL: Um estudo com inspiração etnográfica sobre as práticas de consumo Dissertação de Mestrado apresentada ao Programa de Pós Graduação em Administração, Instituto COPPEAD de Administração, Universidade Federal do Rio de Janeiro, como parte dos requisitos necessários à obtenção do título de Mestre em Administração. Orientador: Victor Manoel Cunha de Almeida. Rio de Janeiro 2013 Pons, Rodrigo Vieira de Sousa. Futebol americano no Brasil: um estudo com inspiração etnográfica sobre as práticas de consumo / Rodrigo Vieira de Sousa. -- Rio de Janeiro: UFRJ, 2013. 190 p.: il.; 31 cm. Orientador: Victor Manoel Cunha de Almeida. Dissertação (mestrado) – Universidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração, 2013. 1. Marketing. 2. Marketing Esportivo. 3. Administração – Teses. I. Almeida, Victor Manoel Cunha. II. Universidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração. III. Título. RODRIGO VIEIRA DE SOUSA PONS FUTEBOL AMERICANO NO BRASIL: Um estudo com inspiração etnográfica sobre as práticas de consumo Dissertação de Mestrado apresentada ao Programa de Pós Graduação em Administração, Instituto COPPEAD de Administração, Universidade Federal do Rio de Janeiro, como parte dos requisitos necessários à obtenção do título de Mestre em Administração (M.Sc.). Aprovada em: _______________________________________________________ Prof. Dr. Victor Manoel Cunha de Almeida - Orientador (COPPEAD/UFRJ) _______________________________________________________ Profa. Dra. Roberta Dias Campos (COPPEAD/UFRJ) _______________________________________________________ Profa. Dra. Cecília Lima de Queirós Mattoso (Universidade Estácio de Sá) AGRADECIMENTOS Gostaria de agradecer ao professor Victor Almeida por ter aceitado me orientar no tema que eu havia escolhido, com pesquisa qualitativa e à distância. Agradeço por toda a atenção, dedicação, estímulo, discussões, sugestões, cobranças e revisões durante todo o trabalho. Também gostaria de agradecer à Flávia Freitas por aceitar me ajudar no final do trabalho e ter se dedicado tanto para isso. Nossas discussões, suas opiniões e perguntas me ajudaram bastante na reta final do trabalho, assim como suas revisões do meu trabalho e ajuda por minha distância geográfica. Às sugestões e direcionamento no início do trabalho e às contribuições na banca avaliadora da professora Roberta Campos. Professora Cecília Mattoso também contribuiu com ótimas sugestões e questionamentos. Meus amigos e companheiros de time por terem respondido aos meus questionamentos com toda a atenção e por terem me ajudado a enxergar pontos importantes durante todo o longo trabalho de campo. E obviamente aos meus pais Ricardo e Patricia, meu irmão Gustavo e minha namorada Luisa por terem me apoiado durante todo esse tempo em que tive que dar menos atenção a eles por causa do envolvimento com esse trabalho árduo, cansativo, mas tão enriquecedor e satisfatório. RESUMO Pons, Rodrigo Vieira de Sousa. Futebol Americano no Brasil: Um estudo com inspiração etnográfica sobre as práticas de consumo. Rio de Janeiro, 2013. Dissertação (Mestrado em Administração) – Instituto COPPEAD de Administração, Universidade Federal do Rio de Janeiro, 2013. O futebol americano é o esporte favorito nos Estados Unidos e está conquistando seu espaço no Brasil. Começou a ser praticado em 1986 nas praias de Copacabana e desde 2009 possui campeonatos nacionais. Sua base de fãs e jogadores vem crescendo no país criando um mercado consumidor repleto de oportunidades. O autor, envolvido com o esporte desde 2004, decidiu estudar o comportamento desse grupo, o interpretando como uma tribo pós-moderna. Nesse contexto, o objetivo desse estudo foi responder a seguinte pergunta de pesquisa: “De que forma se manifestam os membros da tribo de Futebol Americano no Rio de Janeiro, quais são seus valores, crenças, rituais, comportamentos e padrões de consumo?” Tendo inspiração na etnografia, o autor realizou a coleta de dados por meio de observação participante e entrevistas em profundidade semiestruturadas e não estruturadas. Para atingir o objetivo de pesquisa, foram usados os referenciais teóricos da Consumer Culture Theory (CCT), com foco na linha de pesquisa sobre cultura de mercado, abordando os estudos sobre comunidades de marca, subcultura do consumo e principalmente tribos pós-modernas. Foram apresentados estudos semelhantes sobre tribos, a partir da revisão de literatura, assim como a história do esporte no Brasil e em mais seis países. Após a descrição detalhada das práticas observadas a partir do estudo, foram identificados os comportamentos, significados e instrumentos culturais da tribo de Futebol Americano no Rio de Janeiro. E pode-se concluir que muitas dessas práticas culturais são influenciadas pelas práticas do jogo em si. A principal contribuição acadêmica desse estudo foi a reinterpretação do modelo do Trevo Tribal proposto por Cova e Cova (2002). Do ponto de vista gerencial, o estudo permite observar que essa é uma tribo em crescimento e com isso apresenta oportunidade para que empresas e marcas se apropriem do relacionamento com essa tribo como forma de construir lealdade de marca. Palavras chaves: tribo, marketing de tribo, cultura de mercado, marketing esportivo, futebol americano. ABSTRACT Pons, Rodrigo Vieira de Sousa. Futebol Americano no Brasil: Um estudo com inspiração etnográfica sobre as práticas de consumo. Rio de Janeiro, 2013. Dissertação (Mestrado em Administração) – Instituto COPPEAD de Administração, Universidade Federal do Rio de Janeiro, 2013. American football is the favorite sport in the United States and is gaining its space in Brazil. Began to be practiced in 1986 on the beaches of Copacabana and since 2009 has national championships. Their fan and player base has been growing in the country creating a consumer market full of opportunities. The author, involved with the sport since 2004, decided to study the behavior of this group, considering as a post-modern tribe. In this context, the objective of this study was to answer the following research question: "How does the members of the tribe of american football in Rio de Janeiro express themselves, what are their values, beliefs, rituals, behaviors and consumption patterns?" Taking inspiration in ethnography, the author performed data collection through participant observation and semi- structured and unstructured in-depth interviews. To achieve the goal of the research, were used the theoretical references of Consumer Culture Theory (CCT), with a focus on research about market culture, approaching the studies on brand communities, consumption subculture and especially post-modern tribes. Similar studies were presented about tribes, in the literature review as well as the history of the sport in Brazil and in six more countries. After the detailed description of the practices observed from the study behaviors, meanings and cultural instruments were identified from the tribe of American football in Rio de Janeiro. It can be concluded that many of these cultural practices are influenced by the practices of the game itself. The main academic contribution of this study was the reinterpretation of the Tribal Clover model proposed by Cova and Cova (2002). From the managerial point of view, the study allows to observe that this is a tribe in growth and, with this, presents opportunity for companies and brands take ownership of the relationship with this tribe as a way to build brand loyalty. Keywords: tribes, tribal marketing, marketplace cultures, sport marketing, american football. LISTA DE ILUSTRAÇÕES QUADROS Quadro 1: Síntese dos estudos sobre tribos .............................................................................. 47 Quadro 2: Detalhamento dos Entrevistados ............................................................................. 57 Quadro 3: Aspectos Culturais da Tribo do Futebol Americano no Rio de Janeiro ................ 157 FIGURAS Figura 1: O Trevo Tribal .......................................................................................................... 32 Figura 2: Papéis dos Membros da Tribo .................................................................................. 33 Figura 3: Tribo dos patinadores in-line na França em 1999 .................................................... 38 Figura 4: Integração entre objeto totêmico e níveis formadores da cultura de consumo off- road ................................................................................................................................... 43 Figura 5: Modelo NCT ............................................................................................................. 59 Figura 6: Trevo Tribal do Futebol Americano ......................................................................... 96 Figura 8: Desenvolvimento do Futebol Americano ............................................................... 174 FOTOGRAFIAS Fotografia 1: time do Rio Guardians (1994) ............................................................................ 79 Fotografia 2: Abertura do I Carioca Bowl: Rio Guardians x Botafogo Reptiles ..................... 80 Fotografia 3: Primeira seleção brasileira de futebol americano (2007) ................................... 83 Fotografia 4: Final do II Brasil Bowl: Fluminense
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