Verdade ou ilusão?:

: uma análise crítica do sportswashing nas finanças

Abstract

Using sport as a tool for managing and enhancing the reputation countries has become an increasingly observed phenomenon. This trend has aroused significant interest globally, resulting in the popularisation of the term sportswashing. This practice is defined as the strategic use of sport to divert attention away from controversial issues, which prompts deep reflection in the ethical, social and economic perspectives. Using a multidisciplinary approach, this thesis will investigate the relationship between sports investment and key economic indicators: Gross Domestic Product (GDP), Environmental, Social and Governance (ESG) metrics and the Sports Index developed. By developing a regression model that incorporates these variables, the study aims to quantify to which extent economic and ethical considerations influence investment decisions in sport, shedding light on possible cases of sportswashing. The results revealed that GDP is the most significant factor in sports investment. However, the Sports Index emerges as relevant in Europe and the Middle East. This leads to the conclusion that sports investment can be linked to public image, possibly raising questions about the integrity of these investments. Possible sportswashing practices are thus raised. However, the complexity of the subject and the continuing need for research is recognised.

Date of Award	24 Oct 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Alves (Supervisor)