Planejamento da campanha dos 45 anos da Associação Desportiva de Pedome

Abstract

Founded in 1980, the Associação Desportiva de Pedome (Adepe) is an amateur organization based in Vila Nova de Famalicão, Portugal, with activities in futsal and athletics. This study developed an institutional campaign for the 2024/2025 season, aimed at strengthening the image of Adepe, valuing its legacy and promoting greater engagement with its audiences. The author, with prior experience and direct contact with the institution, chose Adepe due to the association’s local relevance and the opportunity to apply academic knowledge in a real context. The methodology combined digital bibliographic research, empirical observation, and benchmarking, analyzing the institutional, social, and political scenario in which Adepe operates. With limited resources, the campaign was planned to solidify the brand as a pillar of local sports and strengthen relationships with stakeholders such as sponsors, volunteers, and the community. The strategies prioritize emotional engagement, increased brand recognition, and the sustainability of the institution. The organization of the actions included continuous evaluation methods, ensuring alignment with the project’s objectives and reinforcing the importance of public relations in amateur sports organizations.