Consumidor esportivo: uma análise da representação feminina enquanto consumidoras do futebol

Abstract

This study analyzes the female representation as consumers in the football universe, investigating how women participate, interact with, and consume products and content related to the sport. The research provides a historical context of football as a predominantly male domain and discusses both the progress and challenges faced by women in this environment. The theoretical framework addresses topics such as the sports industry, consumer behavior, and women’s participation in sports, highlighting market gaps and symbolic inequalities. The methodology adopted was quantitative, descriptive, and exploratory, using a structured questionnaire applied to 45 women. The results indicate a high level of female engagement with football, both as supporters and as consumers of products and digital content. However, significant barriers persist, such as the lack of media representation, the limited availability of women-specific products, and experiences of disrespect in sports environments. The study concludes that women represent a relevant and growing segment within the sports consumption market, yet still undervalued by marketing and management strategies. This research contributes to expanding the understanding of female sports consumers and emphasizes the need for more inclusive and equitable actions within the football market.