American football in Portugal and its teams' communication strategies

Abstract

Sports are not static; they change in many aspects, in their rules, in their playing styles and also evolve being played by nationalities. There are sports that are still not much globalized and most of their activity is concentrated in one country. One example of this is American football, which in the United States is one of the most famous sports, while it is much less known in Europe and even less in Portugal. This paper covers the development of American football in Europe, more specifically in Portugal. It will describe the birth and development of the American Football Portuguese League as well as its teams and its communications strategies and activities. It will also explore António’s point of view; He is a young adult passionate for American football with an entrepreneurial spirit. He wants to help develop the sport’s popularity in Portugal, more specifically through its recently born team, the Lisboa Devils. He will analyze the teams’ communication strategies and activities conducted during matches in order to develop a more effective way of transforming this sport into an attractive alternative to regular football, the main practiced sport in Portugal.

Date of Award	2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)