Özet:

Abstract This article reports results of a study on the transformation of Brazilian sports culture attributed to the creation and commercial promotion of fantasy games in Brazilian association football. It analyzes the relationship between the fantasy game Cartola FC and the way of cheering of its fans in matches of the Brazilian Footbal Championship (Campeonato Brasileiro de Futebol). Content analysis principles are applied to analyze data collected from questionnaires we designed. The fantasy game Cartola FC is thus thought to redefine aspects of Brazilian soccer culture, Brazilian soccer fans’ way of rooting for their teams and of viewing the game as a whole. By establishing a differentiated relationship with the audience, it makes fans/users loyal in favor of a qualified sports policy.

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