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Desde o início dos anos 2000, a responsabilidade social afirmou-se como uma dimensão estratégica das organizações, impulsionada pelas metas globais voltadas para a justiça social e a sustentabilidade. Nesse contexto, o desporto, e em particular o futebol, passou a integrar de modo mais estruturado os debates sobre impacto social e o posicionamento público face a temas sensíveis. Este novo enquadramento reforçou o papel dos clubes enquanto agentes com elevado prestígio social e vínculo comunitário, tornando-os atores na promoção do desenvolvimento social. Por meio de ações de sensibilização, intervenções diretas nas comunidades e da adoção de práticas corporativas, os clubes têm vindo a assumir uma função que transcende o desempenho desportivo e contribui para uma sociedade mais consciente e solidária.
Também nos contextos português e brasileiro se verifica esta tendência. Em ambos, a ligação emocional entre clubes e adeptos cria condições favoráveis para que as iniciativas de responsabilidade social reforcem essa relação e contribuam para a legitimação institucional dos clubes. Nota-se ainda uma expansão significativa destas práticas, acompanhada de maior cobertura mediática por meio das suas próprias plataformas digitais, o que confirma o reconhecimento da responsabilidade social como um recurso estratégico de diálogo com os stakeholders e de afirmação de princípios alinhados com os Objetivos de Desenvolvimento Sustentável, assentes na Agenda 2030.
Partindo do universo dos clubes de futebol de elite em Portugal e no Brasil, esta investigação procura compreender a importância atribuída à comunicação da responsabilidade social no contexto organizacional desportivo. Para isso, adota-se uma estratégia metodológica baseada na triangulação da recolha de dados, que articula três dimensões: a análise das plataformas digitais dos clubes, com destaque para as publicações de responsabilidade social nas páginas oficiais de Facebook ao longo de um ano; entrevistas com os profissionais de comunicação institucional, de modo a explorar motivações, desafios e prioridades dessa prática comunicacional; e um inquérito dirigido aos adeptos, para captar as suas perceções sobre a relevância e a visibilidade das ações promovidas pelos clubes. Esta abordagem integrada permite mapear os temas, formatos e estratégias mais frequentes na comunicação da responsabilidade social, bem como avaliar a forma como são percecionados pelos públicos. O cruzamento destas perspetivas procura, ainda, aferir a coerência entre o discurso institucional e a perceção dos adeptos, bem como identificar o posicionamento estratégico que a comunicação da responsabilidade social ocupa nos clubes. Estes são os pilares que sustentam um trabalho ancorado nos estudos sobre a evolução das organizações, a Comunicação Organizacional e a responsabilidade social, com o objetivo de contribuir para o avanço do conhecimento sobre a comunicação estratégica no desporto, abordagem que ainda é escassa. A tese procura, assim, traçar um panorama da importância atribuída pelos clubes à comunicação da responsabilidade social, numa perspetiva alinhada à Agenda 2030, e assente numa cultura de compromisso orientada para o bem comum, na qual a comunicação assume uma posição de mediação.
A partir desse percurso teórico e empírico, propõe-se, como contributo final, o modelo de comunicação +qFUT, uma proposta que visa integrar, de forma estratégica, a responsabilidade social no ecossistema comunicacional dos clubes de futebol, traduzindo as evidências do estudo numa ferramenta aplicável à realidade organizacional dos clubes, independentemente da sua dimensão, e reúne diretrizes que combinam identidade institucional, comunicação interna e externa.
Since the early 2000s, social responsibility has asserted itself as a strategic dimension of organisations, driven by global goals aimed at social justice and sustainability. In this context, sport – and football in particular – has come to be more systematically integrated into debates about social impact and public positioning on sensitive issues. This new framework has reinforced the role of clubs as agents of significant social prestige and community rootedness, making them active participants in the promotion of social development. Through awareness-raising actions, direct interventions in communities, and the adoption of corporate practices, clubs have assumed a function that goes beyond sporting performance and contributes to a more conscious and solidaristic society. This trend is also observed in the Portuguese and Brazilian contexts. In both cases, the emotional bond between clubs and supporters creates favourable conditions for social responsibility initiatives to reinforce that relationship and contribute to the institutional legitimacy of clubs. There has also been a significant expansion of such practices, accompanied by increased media coverage through their own digital platforms, confirming the recognition of social responsibility as a strategic resource for stakeholder engagement and for affirming principles aligned with the Sustainable Development Goals set out in the 2030 Agenda. Focusing on elite football clubs in Portugal and Brazil, this research seeks to understand the importance attributed to the communication of social responsibility in the organisational context of sport. To this end, a methodological strategy based on data triangulation is adopted, encompassing three dimensions: an analysis of the clubs’ digital platforms, with particular attention to social responsibility publications on their official Facebook pages over the course of one year; interviews with institutional communication managers to explore motivations, challenges, and priorities of this practice; and a survey addressed to supporters to capture their perceptions of the relevance and visibility of the actions promoted by the clubs. This integrated approach allows for the mapping of key themes, formats, and strategies in the communication of social responsibility, as well as an evaluation of how these are perceived by the public. The intersection of these perspectives further aims to assess the coherence between institutional discourse and supporters’ perceptions, and to identify the strategic positioning of social responsibility communication within the clubs. These are the pillars of a study grounded in the fields of organisational evolution, organisational communication, and social responsibility, with the aim of advancing knowledge on strategic communication in sport – an area still underexplored. The thesis thus seeks to outline a panorama of the value attributed by clubs to the communication of social responsibility, in a perspective aligned with the 2030 Agenda and grounded in a culture of commitment oriented towards the common good, in which communication plays a mediating role. Based on this theoretical and empirical pathway, the thesis proposes, as a final contribution, the +qFUT communication model – a framework designed to strategically integrate social responsibility into the communication ecosystem of football clubs. Drawing on the empirical findings and theoretical frameworks that shape this research, the model is presented as a practical tool applicable across diverse organisational contexts, regardless of size, and offers guidelines that combine institutional identity, internal communication, and external engagement.
Since the early 2000s, social responsibility has asserted itself as a strategic dimension of organisations, driven by global goals aimed at social justice and sustainability. In this context, sport – and football in particular – has come to be more systematically integrated into debates about social impact and public positioning on sensitive issues. This new framework has reinforced the role of clubs as agents of significant social prestige and community rootedness, making them active participants in the promotion of social development. Through awareness-raising actions, direct interventions in communities, and the adoption of corporate practices, clubs have assumed a function that goes beyond sporting performance and contributes to a more conscious and solidaristic society. This trend is also observed in the Portuguese and Brazilian contexts. In both cases, the emotional bond between clubs and supporters creates favourable conditions for social responsibility initiatives to reinforce that relationship and contribute to the institutional legitimacy of clubs. There has also been a significant expansion of such practices, accompanied by increased media coverage through their own digital platforms, confirming the recognition of social responsibility as a strategic resource for stakeholder engagement and for affirming principles aligned with the Sustainable Development Goals set out in the 2030 Agenda. Focusing on elite football clubs in Portugal and Brazil, this research seeks to understand the importance attributed to the communication of social responsibility in the organisational context of sport. To this end, a methodological strategy based on data triangulation is adopted, encompassing three dimensions: an analysis of the clubs’ digital platforms, with particular attention to social responsibility publications on their official Facebook pages over the course of one year; interviews with institutional communication managers to explore motivations, challenges, and priorities of this practice; and a survey addressed to supporters to capture their perceptions of the relevance and visibility of the actions promoted by the clubs. This integrated approach allows for the mapping of key themes, formats, and strategies in the communication of social responsibility, as well as an evaluation of how these are perceived by the public. The intersection of these perspectives further aims to assess the coherence between institutional discourse and supporters’ perceptions, and to identify the strategic positioning of social responsibility communication within the clubs. These are the pillars of a study grounded in the fields of organisational evolution, organisational communication, and social responsibility, with the aim of advancing knowledge on strategic communication in sport – an area still underexplored. The thesis thus seeks to outline a panorama of the value attributed by clubs to the communication of social responsibility, in a perspective aligned with the 2030 Agenda and grounded in a culture of commitment oriented towards the common good, in which communication plays a mediating role. Based on this theoretical and empirical pathway, the thesis proposes, as a final contribution, the +qFUT communication model – a framework designed to strategically integrate social responsibility into the communication ecosystem of football clubs. Drawing on the empirical findings and theoretical frameworks that shape this research, the model is presented as a practical tool applicable across diverse organisational contexts, regardless of size, and offers guidelines that combine institutional identity, internal communication, and external engagement.
Descrição
Palavras-chave
Comunicação Organizacional Comunicação Estratégica Estratégias de Visibilidade Responsabilidade Social Clubes de Futebol Objetivos de Desenvolvimento Sustentável Organisational Communication Strategic Communication Visibility Strategies Social Responsibility Football Clubs Sustainable Development Goals