Community communication and social responsibility in Brazilian and European football clubs: much beyond the “member-supporter”
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2016.139328Keywords:
Community communication. Social responsibility. Sports clubs. Football.Abstract
For the football clubs in Europe, the relationship with the community is understood, together with the sports performance and with the market positioning, as one of the vertices of its strategic role. The communication with the community acquires fundamental importance for the sports clubs, contributing to strong relationship with groups of interest and to brand enhancement. The purpose of this article is of comparing the actions for communication with the community of the leading football clubs in Brazil and in Europe. For this we analyze the communication in their official portals. The Brazilian organizations present an understanding that is restricted to their actions with the community, contrary to that of the European entities, which invest strategically in this kind of communication.
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