This scientific initiation research project takes as its object the soccer, seeking to elucidate the relationship of this sport with the constitutive elements of the consumer culture. The main guiding principle of the discussion will be the analysis of the mediations between soccer, sports brands and consumption practices, trying to find some answers about the motivations for the consumption of sports brands linked to the soccer universe. It is assumed that the symbols are transmitted through the advertising created by sports brands, being appropriated and reinterpreted according to the identity processes and representation of the fans, consumers. It intends to accomplish such a discussion by conducting an ethnography of the "circuit" of amateur soccer in inner cities of São Paulo: Araraquara and Américo Brasiliense, involving the observation of male and female soccer games in stadiums and bars which are broadcast live games.
News published in Agência FAPESP Newsletter about the scholarship: