Governance Practices, Commercial and Social Relations in Brazilian Soccer Clubs

It may be assumed that Brazilian soccer clubs should broaden their horizons in terms of their economic and social maintenance through more effective commercial activities. This can be done through greater transparency of their strategic activities in terms of their relationships with partners such as investors, supporters, governments and the public. This study focuses on the following research question: how can the adoption of governance practices by the main soccer clubs in Brazil create new business relationships? The study analyzes the adoption of governance practices and the relationship with partners in 14 soccer clubs with the highest revenues in the country. The method was a multiple case study with a qualitative and quantitative analysis approach. The data were compiled in 5 dimensions with 48 indicators of the Brazilian Governance Institute. The description resulted in a suggestion for adapting the structure and practice of governance of soccer clubs through transparency, advice, norms and social actions as a framework for economic and social sustainability through better business relationships with direct and indirect partners.