Quando "os golos dispensam balizas": uma análise às estratégias de comunicação de responsabilidade social da Fundação do Futebol/Liga Portugal

Abstract

The aim of this study is to verify the social responsibility strategies adopted by the Football Foundation, an initiative created by Liga Portugal. It seeks to investigate the main practices of corporate social responsibility, analyzing how these can be applied in the sporting sphere and, in particular, in the world of soccer. The aim is to evaluate the type of posts that have been made by the Foundation on Facebook. The period chosen for the analysis corresponds to the whole of 2022. In this context, 347 posts were collected. For the purposes of analysis, a qualitative approach was considered, which emphasizes the relevance of content analysis as a valid technique for extracting meaningful information and interpreting qualitative data. The publications and strategies used by the Football Foundation were categorized based on six of the main CSR practices presented by the literature in the field. The results allow us to identify the main initiatives employed by the Foundation. Based on these practices, this study developed three strategies grouped by equivalence of objectives, allowing a detailed view of the awareness-raising actions, interventions and corporate practices promoted by the Football Foundation.