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"}.text-right .ordered li::before{position:relative;top:0;height:100%;right:5px;font-size:20px;font-weight:700;counter-increment:listCounter;content:counter(listCounter) ". "}.text-left .ordered li::before{position:fixed;top:0;height:100%;left:0;font-size:20px;font-weight:700;counter-increment:listCounter;content:counter(listCounter) ". "}.text-left .ordered .text{padding-left:20px}.text-center .notOrdered li::before,.text-left .notOrdered li::before,.text-right .notOrdered li::before{content:"•";position:relative;top:4px;height:100%;font-size:30px;right:5px;left:0;margin-right:10px}.quote .grid-first.valign-top{padding-top:40px}.quote .grid-third.valign-bottom{padding-bottom:40px}.quote .quote-columns{display:grid;grid-template-columns:11% 89%}.quote .title{margin-top:2px;letter-spacing:.4px;font-size:20px;line-height:25px;font-weight:400;font-family:UOLTextItalic}.quote .quote-open:before{content:"\201C";font:normal 100px/87px UOLText,Georgia,serif}.quote .quote-open:after,.quote .title:after{width:inherit;height:inherit;content:none}.quote p{letter-spacing:0rem;font-size:.86rem;line-height:0rem}.quote .author{font-size:14px;line-height:20px;font-weight:700}.quote .author-description{font-size:14px;line-height:18px}.list-photo,amp-story-page[id^=page] ul{grid-gap:initial}.list-photo{grid-template-rows:33.33% 66.67%}.list-photo .grid-first{height:100%}.list-photo .grid-second{display:initial;height:100%;padding:1.467rem 1.8rem 0 1.8rem}.list-photo .grid-first amp-img{width:100%;height:100%}.list-photo .grid-first img{height:100%;object-fit:cover}.list-photo .title:after{background:#fff}.list-photo ol li:before,.list-photo ul li:before{color:#fff}.photo-two-thirds-bottom{background:#fff;color:#000}.photo-two-thirds-bottom{grid-template-rows:33.33% 66.67%}.photo-two-thirds-bottom .grid-second{height:100%}.photo-two-thirds-bottom .grid-first{padding:2.5rem 1.8rem 0 1.8rem}.photo-two-thirds-bottom .grid-second img{height:100%;object-fit:cover}.photo-two-thirds-top{background:#fff;color:#000}.photo-two-thirds-top{grid-template-rows:66.67% 33.33%}.photo-two-thirds-top .grid-first{height:100%}.photo-two-thirds-top .grid-second{padding:0 1.8rem}amp-story-page[id^=page] .layer-image div[class^=grid-]{height:100%}amp-story-page[id^=page] img{height:100%;object-fit:cover}amp-story-page[id^=page] .photo-two-thirds-top p{padding:0}.photo-two-thirds-top .grid-first img{height:100%;object-fit:cover}#credits{background:#fff}#credits .logo{display:grid;width:100%;justify-items:center}#credits .grid-first .logo{padding-top:40px;padding-bottom:1rem}#credits .grid-second .sponsors{padding-bottom:40px}#credits .published{display:block;line-height:2rem;padding-bottom:1rem}#credits .published span{display:block}#credits .published:after{content:''}/* !end-color-cp:amp-stories-story-editorial *//* !color-cp:youtube-embed */@-webkit-keyframes rotate-center{0%{-webkit-transform:rotate(0);transform:rotate(0)}100%{-webkit-transform:rotate(360deg);transform:rotate(360deg)}}@keyframes rotate-center{0%{-webkit-transform:rotate(0);transform:rotate(0)}100%{-webkit-transform:rotate(360deg);transform:rotate(360deg)}}.youtube-embed .loading path{fill:#42A64B}/* !end-color-cp:youtube-embed *//* !color-cp:wording-info */.wording-info .wording-info-box .wording-description 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No Brasileirão, 23% dos torcedores pagam ingresso inteiro para entrar no estádio
Publico do Campeonato Brasileiro Imagem: Arte/UOL
Bruno Doro e Rodrigo Farah
Do UOL, em São Paulo
27/08/2013 06h00
Quando você vai ao estádio, paga o preço inteiro pelo seu ingresso? Se sua resposta foi sim, você faz parte de uma minoria no futebol nacional. O UOL Esporte analisou as 15 primeiras rodadas do Campeonato Brasileiro e descobriu que menos de um quarto de todas as pessoas que assistem aos jogos do torneio in-loco pagaram o tíquete inteiro da partida.
Em 145 jogos, o Brasileirão registrou público de 2,1 milhões. Dividindo os torcedores, 34% pagaram meia-entrada (para estudantes, idosos ou outras categorias), 33% são sócios ou sócios-torcedores, 4% são gratuidades e 6% usaram ingressos promocionais, como programas de nota fiscal, combos de ingressos, tíquetes corporativos ou de venda proibida. Apenas 23%, 482 mil pessoas, pagaram o preço completo.
“O vilão nessa divisão é a meia-entrada. Ela é maléfica para o futebol. O conceito é trazer entretenimento para um público específico, que não poderia ter acesso pelo preço completo. Mas vira festa. O poder público não consegue fiscalizar e todo mundo entra com meia-entrada. Nesse cenário, você não consegue fazer um planejamento eficiente de receitas”, analisa Amir Somoggi, especialista em gestão esportiva.
Menos de um quarto pagam por 42% da conta
O problema é que, mesmo com menos de um quarto do volume dos torcedores, o ingresso inteiro é responsável por 42% da arrecadação total do futebol brasileiro. No total, o Brasileirão já movimentou R$ 76,6 bilhões em bilheteria, com R$ 32,7 bilhões vindos de ingressos inteiros. Nesse ranking, quem vem em segundo lugar é a meia-entrada, com arrecadação de 41% (R$ 31,5 bi).
Essa disparidade faz com que a média do preço pago em cada uma das categorias de ingresso tenha algumas bizarrices. O tíquete médio do futebol verde-amarelo é R$ 35,90. Para quem paga a meia-entrada, esse valor sobe para R$ 42,95. A entrada inteira, porém, não é o dobro, mas R$ 60,47. A modalidade mais barata é o sócio torcedor, com R$ 17,53.
Isso só é possível porque os sistemas de sócios e sócios-torcedores oferecem ingressos muito mais baratos para seus membros. O melhor exemplo disso é o Coritiba. O time paranaense é o líder no número de associados em seu estádio. Nas partidas no Couto Pereira, 90% dos torcedores na arquibancada são dessa categoria. A média de público do time paranaense em jogos como mandante é de 16.542, sendo que 14.866 são sócios. E esses sócios só precisam pagar R$ 10,00 para assistir às partidas.
“O sócio-torcedor acaba virando uma resposta para a meia-entrada. Se você não consegue planejar esse desconto obrigatório, cria alternativas para ter ideia de quanto vai arrecadar. Nos programas de sócio-torcedor, muitas vezes o clube paga para seu sócio entrar no estádio. Mas é receita garantida, que evita os problemas da meia-entrada”, explica Amir Somoggi.
A análise do UOL Esporte mostra esse fenômeno. Somando os custos fixos de todas as partidas analisadas, cada torcedor custou, ao clube mandante, R$ 15,40. No caso do Coritiba, cada pessoa pagou R$ 10 para entrar - um prejuízo de R$ 5,40.
Outros clubes conseguem lidar melhor com isso. O Corinthians, por exemplo, com o programa Fiel Torcedor, recebe R$ 25,26 por torcedor – um lucro líquido de quase R$ 10,00. No Grêmio, o tíquete médio do sócio é de R$ 24,02. Não por acaso, os dois são líderes em arrecadação com essa modalidade de ingressos.
No mundo do entretenimento, entrada inteira também não existe
Essa situação não é exclusiva do futebol brasileiro. No mundo do entretenimento, a definição dos preços cobrados em eventos também é um problema, por causa da meia-entrada. Segundo Carlos Martinelli, autor do estudo “O impacto da meia-entrada na precificação de ingressos e no planejamento estratégico de companhias de entretenimento”, o volume de meia-entrada em alguns shows, por exemplo, pode chegar a 80%.
“Hoje, a meia-entrada é estabelecida por leis locais. Todas obrigam a concessão dos descontos, mas nenhuma estabelece uma contra-partida. Ninguém paga por esse desconto. O que os produtores fazem, então? Eles usam subterfúgios”, conta Martinelli.
Duas estratégias são usadas para contornar o problema. O primeiro é o aumento do tíquete médio, em que os organizadores fazem uma projeção do volume de meia-entrada e aumentam o valor desejado do ingresso evitar prejuízos – em um evento com ingresso ideal a R$ 100,00 e projeção de 75% de meias, o ingresso inteiro sobe para R$ 160,00 (com meia a R$ 80,00).
O segundo artifício é a meia-entrada universal. Os organizadores simplesmente aumentam o preço da meia-entrada para seu valor ideal e ampliam o benefício para o máximo de usuários possível. É um artifício similar ao usado pelos clubes de futebol nos sócios-torcedores.
“Um desconto de 50% é muito grande. Para qualquer segmento. Sejam eventos culturais, esportivos, ou até em um restaurante ou supermercado. Se alguém pleiteia esse desconto, outra pessoa vai pagar por isso. Você pode penalizar quem paga o valor total ou aumenta o preço geral. Isso é necessário, já que é impossível fazer uma projeção confiável com esse volume de desconto”, completa Martinelli.
Clubes reclamam da falta de limites
Entre os clubes, as críticas à política de meia-entrada são grandes. No Cruzeiro, por exemplo, que tem média de 20 mil pessoas por jogo como mandante e mais de 5 mil meias vendidas, a saída foi aumentar os ingressos. “Hoje, o Cruzeiro cobra ingressos de R$ 70,00 a R$ 130,00, mas nossa média de faturamento por ingresso é de R$ 46,00. Este é o valor efetivo que sai do bolso do torcedor e depois entra nos cofres do público. Isso retrata a política de meia-entrada do país. Se existe essa lei, álguem tem que pagar. E quem paga isso atualmente são os clubes”, reclama Marcone Barbosa, diretor de marketing do Cruzeiro.
Outros conseguiram se adaptar graças aos novos estádios. As arenas inauguradas nos últimos dois anos apresentaram aumento de público, renda e lucro das partidas. Como os clubes ganharam mais dinheiro nos dias de jogo, não levaram em conta a perda por meias-entradas ou gratuidades. O Grêmio é um desses casos.
“Por conta da Arena, tivemos uma arrecadação recorde de R$ 60 milhões dos sócios [cerca de 29 mil]. É uma arrecadação que entra direto para o clube. Antes, o torcedor pagava R$ 90, mas com a Arena ele paga R$ 300, por um lugar premium . O produto que oferecemos é muito melhor agora”, afirma Eduardo Antonini, ex-presidente da Grêmio Empreendimento, empresa responsável pela gestão do novo estádio gaúcho.
É a mesma opinião dos responsáveis pelo Náutico, que está usando a Arena Pernambuco. “Este tipo de medida não nos atrapalha, pois aumentamos a quantidade de pessoas no estádio e viabilizamos o espetáculo. Com programas deste tipo, aliado às condições da nova arena, você atrai pessoas que antes não tinham o costume de assistir o futebol ao vivo. Nossa média de público deu um salto de 12 a 15 mil para 26 a 28 mil pessoas”, fala Alexandre Melo, diretor de futebol do clube pernambucano.
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