Alinhamento estratégico de clubes de futebol ao ambiente de negócios: uma análise dos clubes Atlético Mineiro e Cruzeiro

Abstract

Although Brazil practices the best soccer of the world, and that represents a great business for its investors, a lot of Brazilian football clubs still have to improve their management performance. Based on this scenario, this study aimed to assess the strategic alignment of Atletico Mineiro and Cruzeiro with its business environment. Firstly, an exploratory study was undertaken with the objective to describe the football club´s business environment. To identify the structure, dynamics and managerial strategies, a qualitative descriptive research was conducted with managers from both clubs. Finally, the strategic alignment of these football clubs to its business environment was verified. The results showed that Cruzeiro Esporte Clube has more variables aligned to its business environment. In addition, this football club tries to adjust its resources and processes with its market strategies. In the other hand, the research demonstrated that Atletico Mineiro has a small number of variables aligned to its business environment, mainly because it´s internal instability, as well as the lack of significant trophies during the last seasons.