This study has as a focal point to analyze the influences of the Flamengo mark in the perception and consumption of the beer Nova Schin, identifying the perception of the beer`s consumers in relation the partnership between these companies. This will occur through the analysis of real and fictitious examples, qualitative research, involving bibliographies. It will be also demonstrated a study about the estrategical alliances, how they are created and the concepts to be useful for both involved parts. The conception of the consumer`s behavior will be presented to give us a real impression of how the customers behave in the moment of the purchase act.