A new study by FutebolCard, a platform specializing in ticket management and fan membership programs, has found that data intelligence is directly helping Brazilian football clubs increase monetization.
The analysis identified several patterns in this process, including that payment method directly affects fan dropout rates, and that between 30% and 80% of the fan databases analyzed show some degree of inactivity.
On payment methods, one of the study's key findings is that the payment method a fan chooses determines how long they stay in a membership program. Robson Carlo, co-founder of FutebolCard, said membership programs are moving toward a continuous subscription model, similar to streaming, Software as a Service and other digital services.
Monthly Plans Versus Long-Term Commitments
According to FutebolCard's data, clubs' financial stability is closely tied to contract length. Monthly plans suffer from the team's inconsistent on-field performance, with a cancellation rate of between 55% and 70%.
Annual or lifetime plans, by contrast, stabilize the customer base. The market is now focused on encouraging fans to upgrade to longer-term commitments, which guarantees predictable cash flow regardless of the previous match result.
Inactive fan databases represent a real point of vulnerability. Between 30% and 80% of the records analyzed include former members, abandoned pre-registrations and accounts blocked for non-payment that could potentially be recovered.
Stadium Experience Drives Retention
Although it may seem obvious, in-stadium fan activations still affect membership retention. The study found that fans who regularly attend matches show retention rates up to three times higher than fans who engage only digitally. This pushes clubs to urgently integrate their CRM systems, ticket sales and loyalty benefits to improve the matchday experience.
The Role of "Superfans"
One of the study's key concepts is the "superfan," a highly engaged fan with strong potential to attract new members organically, similar to digital influencers, official or unofficial ambassadors, and even former players who use their own channels to draw in new members.
Carlo said Brazilian football still monetizes its fan bases very little. He said that although national clubs draw crowds and have fan bases that rank among the largest in the world, their ability to turn that passion into financial revenue is still moving slowly.
He said the main challenge is no longer just attracting new fans, but applying progressive monetization to the existing base. As a result, more structured clubs have begun designing longer consumption journeys and premium-tier membership plans.
Carlo said the market is expected to undergo a major transformation in the coming years, with traditional loyalty programs evolving into sophisticated business ecosystems. He said this shift will be driven by new membership tiers, exclusive benefits, subscription platforms and strategies focused on the customer lifecycle, adding that in the new landscape of football, success will go to those who treat fans not just as supporters but as high-value consumers.
Carlo said that in this new ecosystem, accurate data has become the most valuable asset for clubs seeking to strengthen ties with their fan base and secure their financial health.
