2014-11-112014-11-112013SILVA, Maiara dal Bosco. Relações públicas e marketing na gestão de relacionamento: estudo de caso do exército gremista. 2013. 73 f. Trabalho de Conclusão de Curso (Graduação)–Faculdade de Informação e Comunicação, Universidade Federal de Goiás, Goiânia, 2013.http://repositorio.bc.ufg.br/handle/ri/4342The sports area is a valuable market in the communication field. By being in constant growth, has gained more prominence and defendant professionals who are able to plan , build and manage relationships with their audiences. In the case of football, this need is even more evident given the visibility that this sport has achieved in our country. In this sense, the clubs have sought to get closer to their fans, to create links , but also revenue. It is in this light that enters a relationship program. From literature review and case study "Exército Gremista" relationship program from Gaucho club Grêmio Foot - Ball Porto Alegrense, the present study aimed to investigate the Public Relations and Marketing seeking to understand how they work in the construction and maintenance of relationship between the Guild and its fans. In this respect, it was also important to verify that the vision of the club fans have about the program, and also about communication developed by the Guild. To this end, we present a qualitative survey of registered fans. The results showed that many of these supporters recognize the importance of the Guild have a relationship program that approximates the club and fans.porAcesso abertoRelações públicasMarketingRelacionamentoExército gremistaPublic relationsRelationshipMonografia