Social Marketing for Restraining the Violence of the Supporters by Behaviour Change

Edson Coutinho da Silva, Alexandre Luzzi Las Casas


This theoretical paper aims to introduce and discuss the role of the social marketing as a tool to decrease the index of violence between supporters and improve the satisfaction, well-being and quality of life of fans (as a whole) in the stadium. Understanding the violence in the stadium as a social problem; social marketing becomes a relevant instrument to decrease the violence between supporters since behaviour change is the core concept. Social marketing principles use ideas to transform a social scenario. Social marketing seeks, in the sports area, to encourage supporters to perform an active role in the well-being process in the stadium, taking into consideration themselves, sports club, public services preservation and non-supporters. The social marketing campaign should be designed by a public organisation using the partnership with the sports clubs or sponsorships to improve the offer of well-being for individuals; however, not providing profits for anyone.

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International Journal of Business Administration
ISSN 1923-4007(Print) ISSN 1923-4015(Online)


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