Production and reception of a fan club membership programme in Brazil

The objective of this study was to analyse the production and reception processes related to a Brazilian fan club membership programme linked to Clube Atlético Mineiro, called ‘Galo na Veia’ (GNV). The investigation combined bibliographic, documentary and field research and examined documents that allowed us to present the history and structure of GNV. We also analysed data generated by questionnaires and interviews with a group of supporters. It was possible to notice negotiated positions from the fans regarding their views on the scenario imposed by the Programme. Although there is disagreement with the exclusions that the model promotes, this aspect ends up being ‘naturalized’ by the individuals. This is evident in the understanding that the programmes are good and necessary for the interests of the clubs, while the problems they reproduce are relegated to a secondary position, given the imperatives of sports dynamics.