Futebol além das quatro linhas: comunicação e marketing no mercado futebolístico sob a ótica das Relações Públicas

Abstract

The work consists of showing how football transcends the 4 lines, with communication and marketing strategies from the Public Relations professional. In addition to showing how the advancement of technology helped globalize football, which is considered the most popular sport in the world, with the arrival of the internet it became possible to follow the matches of the main football competitions through streaming platforms and specialized football apps. In addition, the work aims to detail some monetary agreements that clubs and athletes make, such as broadcasting rights, sponsorships, advertising in stadiums and what the role of the Public Relations professional is, in mapping partner companies in football, so that they can adapt to the identity and image of the club or athlete. Several studies were carried out on sponsorship contracts of Brazilian and European clubs, agreements with players and the implementation of betting houses in the football market.