As campanhas de marketing da Federação Portuguesa de Futebol e a reputação das modalidades do futebol em Portugal

Abstract

The importance of a brand having a positive reputation is an especially relevant fact in a context like the current one, marked by the great influence of social networks, in which a person with only one comment has the power to influence positively or negatively the way the brand is perceived by the public. This master's thesis aims to answer the question: Do the marketing campaigns of the Portuguese Football Federation (FPF) help to promote a positive reputation for the various types of football in Portugal? The choice of this question and topic to investigate aims to work on a theme that has not been explored so far in terms of research in our country, communication and sports marketing. The research starts from a literature review that aims, firstly, to understand marketing and the new consumer. In the second chapter we discuss about the concepts like the organization’s reputation, identity and image, as well as the differences and complementarities between the three notions. Finally, in the last chapter we discussed the relationship between marketing and sport. In the second part of the dissertation, empirical research is presented, using a mixed approach. We conducted a survey that had 204 responses; three interviews with professionals in the sports field; and, also a content analysis of FPF brand marketing campaigns. Our final analysis and reflection allow us to conclude that the FPF brand has a positive reputation and that its marketing campaigns, among other factors, help to promote a good reputation for the various types of football in Portugal.

Date of Award	26 Mar 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Fernando Ilharco (Supervisor)