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Abstract(s)
Os heróis de outrora, tomam os gramados como suas arenas, representando a mesma garra, sentimento de união e identidade. O futebol também é uma das maiores indústrias da atualidade, contendo, tanto a força e a história, ligado a ancestralidade que o fez surgir, como muito desse aspecto industrial, comercial e moderno. A conquista de fãs e o aumento da importância global, juntamente com a paixão descontrolada que tomou esse esporte, gerou um culto sobre o futebol que foi capaz de criar as suas próprias instituições para a prática desse culto: As Casas dos Clubes.
Já tradicionais em Portugal, o conceito de Casas dos Clubes está em ascensão pelas maiores equipes do mundo, pois pode estar em sintonia com o novo projeto de transição pelo qual os clubes recentemente passaram, transformando-se em marcas que acabam por destacar estratégias específicas para essas instituições, configurando um novo recurso de Comunicação e Marketing. O trabalho objetiva fazer um estudo histórico do que proporcionou a criação e do que elas representam para os três maiores clubes de Portugal, o Sport Lisboa e Benfica, o Futebol Clube do Porto e o Sporting Clube de Portugal. Foram identificados, através de entrevistas em profundidade com os gestores gerais e focus groups com os frequentadores, pelos menos dois modelos constituintes dessas Casas, que estão direcionadas de acordo com os conceitos de futebol antigo e futebol moderno, proposto por Costa (1997).
The heroes of old, take the lawns as their arenas, representing the same ferocity, feeling of union and identity. The soccer is also one of the largest industries today, containing both strength and history, linked to its ancestral aspect that made it arise, as with this industrial, commercial and modern aspect. The conquest of fans and the increase of the global importance, along with the uncontrolled passion that has taken this sport, generated a cult about the soccer that was able to create its own institutions for the practice of this cult: The Houses of the Clubs. Already traditional in Portugal, the concept of the Houses of Clubs is on the rise by the biggest teams in the world, as it can be in tune with the new transition project by which the clubs recently passed, turning into brands that ultimately highlight specific strategies for these institutions, which constitute a new Communication and Marketing resource. The objective of this work is to give a historical study of the creation and what they represent for the three biggest clubs in Portugal, Sport Lisboa e Benfica, Futebol Clube do Porto and Sporting Clube de Portugal. Through in-depth interviews with the general managers and focus groups with the goers of the houses, at least two constituent models of these Houses were identified, which are oriented according to the concepts of old soccer and modern soccer, proposed by Costa (1997).
The heroes of old, take the lawns as their arenas, representing the same ferocity, feeling of union and identity. The soccer is also one of the largest industries today, containing both strength and history, linked to its ancestral aspect that made it arise, as with this industrial, commercial and modern aspect. The conquest of fans and the increase of the global importance, along with the uncontrolled passion that has taken this sport, generated a cult about the soccer that was able to create its own institutions for the practice of this cult: The Houses of the Clubs. Already traditional in Portugal, the concept of the Houses of Clubs is on the rise by the biggest teams in the world, as it can be in tune with the new transition project by which the clubs recently passed, turning into brands that ultimately highlight specific strategies for these institutions, which constitute a new Communication and Marketing resource. The objective of this work is to give a historical study of the creation and what they represent for the three biggest clubs in Portugal, Sport Lisboa e Benfica, Futebol Clube do Porto and Sporting Clube de Portugal. Through in-depth interviews with the general managers and focus groups with the goers of the houses, at least two constituent models of these Houses were identified, which are oriented according to the concepts of old soccer and modern soccer, proposed by Costa (1997).
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Keywords
Casa do Benfica Casa do Porto Comunicação Estratégica Futebol Marketing Esportivo Núcleo do Sporting