Brand Strength for Building a New Product: The Restructuring of Palmeiras´ Avanti

Abstract

The case presents AVANTI´s reformulation process. AVANTI is the membership program of Sociedade Esportiva Palmeiras, one of the leading Brazilian soccer teams, possessing a consolidated brand, nationally and internationally known. It currently ranks fourth in the ranking of clubs with the highest number of fans in Brazilian soccer, with 5.6% of the total (10.5 million fans), according to a research released by the Instituto Paraná Pesquisa (2016). With great financial difficulties at the beginning of his term, then club president Paulo Nobre believed in reformulating the fan membership program, bringing benefits not only to the club but also to its members. Following the changes in marketing mix, the program was very successful, reaching 2018 with 123,555 supporters (Histórico Futebol Melhor, 2018). In financial terms, the membership program has earned the club growing revenues, reaching $ 47 million (in Reais) in 2017 (Simon, 2018). The case can be used to apply contents related to Brand Management, Marketing Strategy and Marketing Decisions, which can be taught in both undergraduate and graduate courses, aiming to contribute to the practical discussion in class, cooperating with the teaching-learning process.