Comunicação no desporto, muito além da informação, uma ligação emocional
DOI:
https://doi.org/10.34630/tth.v6i1.7288Keywords:
Sports communication, Emotional marketing, sports branding, Club identity, Sports storytelling, Fan LoyaltyAbstract
Abstract
Sports clubs do not communicate the way other organizations do: they communicate not to sell, but to sustain a bond that often precedes any conscious consumption decision. This article argues that sports communication, even when informative, reinforces the emotional connection between a club and its supporters, provided it is grounded in a coherent brand strategy. The shift from print journalism to social media did not break that logic; it deepened it, creating new touchpoints where club identity is renewed daily. The central implication is that professionals in this field need to see themselves as identity managers and not merely content producers.
Keywords: Sports communication, Emotional marketing, Sports branding, Club identity, Sports storytelling, Fan loyalty
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