This study aimed to show the perceived value of consumers / supporters when they are influenced by his passion for his team in a decision to buy sporting goods. Through this survey, with 201 questionnaires, it was possible to understand the concept of value and how the involvement with the football team can influence purchasing decisions for both female and male. Then, this study showed that when selecting a sample, mostly belonging to an upper class (A2 and B1), respondents answered the points according to their own knowledge and not with the feeling of love or hate, for the product in question. The control group of survey was one that had the highest average, so a positive image could be reflected in consumer prices to allocate goods. But when was made hypothesis testing, it was proven that the team has an influence on higher value products such as official shirt, retro shirt, coat, flag, apart from beer, which despite its low cost, is a product highly sought after by consumers Besides, the group profile, in its majority were students, singles, fans of Flamengo team, aged between 18 and 23 years, and 24 to 29 years. The research concluded that men are more fanatical than women about their football team.