This article analyzes the sports programs which are supposedly the forums for discussion of football. To this end we chose the programs "Terceiro Tempo" from "Rede Bandeirantes" and "Mesa Redonda" from TV Gazeta, because they are the most relevant programs of this gender, and because they are constantly cited in interviews (REIS, 2009). We analyzed the structure of presentation of the programs televised in 2008 during the performance of the Brazilian football Championship, especially in regard to its composition with the merchandising. We concluded that the understanding of this process should not be seen simply as a commodification of sport, but as a mix between symbolic process that exists in football and its latent modification in merchandising. These programs also contribute to a fragmented view of the violence of football and the fans.
football; television; sports programs; merchandising