Quando “os golos dispensam balizas”

Uma análise às estratégias de responsabilidade social da Fundação do Futebol/Liga Portugal

Abstract

This study aims to examine the social responsibility strategies adopted by the Fundação do Futebol, an initiative created by Liga Portugal. Considering the proposals by Kotler and Lee (2005) regarding social responsibility practices, this investigation seeks to analyze how these can be applied in the sports context, particularly within the realm of football. The study aims to evaluate the types of posts made by the Fundação on Facebook throughout the year 2022, during which 347 posts were collected for analysis. A qualitative approach was employed for this analysis, drawing on authors such as Berelson (1952) and Neuendorf (2017), who emphasize the significance of content analysis as a valid technique for extracting meaningful information and interpreting qualitative data. The posts and strategies used by the Fundação do Futebol were categorized based on the six CSR practices proposed by Kotler and Lee (2005). The results identify the main initiatives employed by the Fundação. From these practices, this study developed three strategies grouped by objective equivalence, providing a detailed view of the awareness, intervention, and corporate practices promoted by the Fundação do Futebol.