The sport/media complex is a very dynamic system in which actors are constantly negotiating positions and power relations. Historically, sport organizations and media companies have had a symbiotic relationship, and the boundaries between them have been fluid. First, media companies acted as sport organizations’ storytellers, but after the digital revolution, it became easier for sport organizations to enter the media market. Concerned with revenues, soccer clubs decided to take responsibility for exploring their image and promoting intellectual property. Initially advancing with marketing and public relations departments, they later created television or other media channels. The creation of club-owned media established an environment where a soccer club can act as a media organization. This case study is based on an examination of Benfica TV, in Portugal, and PSG TV, in France, to seek to understand their motivations and to assess the existence of a similar business model or motivation. An ethnographic-interview methodology was used in an attempt to understand the inner parts of the clubs that are frequently restricted.
A indústria do futebol vem crescendo economicamente e os clubes passam por um processo de racionalização, que profissionaliza gestores e busca mão- -de-obra especializada. Em paralelo, a digitalização provocou alterações no mercado dos media desportivos, aumentando a oferta de conteúdos e abrindo espaço a novos atores. Os clubes de futebol criaram seus próprios canais de comunicação, empregando profissionais com formação e experiência em jornalismo para a produção de conteúdos informativos. Neste trabalho, Benfica, Botafogo e PSG serão analisados, tendo sido escolhidos pela inovação na gestão e criação de conteúdos audiovisuais (Benfica criou a primeira TV de clube em Portugal; Botafogo com um canal próprio em redes sociais e críticas positivas da imprensa; PSG inovou ao fazer um canal para web). Esse estudo permite refletir sobre as mudanças no campo do jornalismo. Os resultados mostram que a produção da informação obedece ao mesmo tempo a lógicas próprias dos clubes e do jornalismo.
Como megaevento esportivo, a Copa do Mundo tem uma grande capacidade de gerar atenção da Mídia. Entre os diferentes tipos de suporte, a televisão é o veículo mais relevante na difusão do futebol, tendo desenvolvido uma relação de simbiose com as organizações esportivas. Consciente da importância desse relacionamento, desde a década de 1960, a FIFA investe bastante da sua atenção na transmissão televisiva da Copa do Mundo, seu principal produto e sua maior fonte de recursos financeiros. Através da análise da versão de 2018 do Manual de Produção para TV da FIFA, pretendemos ver de que maneira a instituição contribui para a transformação da Copa do Mundo em um produto de televisão. Os resultados mostram que a FIFA passa a incorporar a lógica da mídia em suas ações e é responsável pela forma como a Copa do Mundo é transmitida para as emissoras oficiais.
Football clubs represent communities; however, commercialisation and professionalization of the game pushed away these traditional links. At the present, clubs are able to control the flux of communication, employing media consultants, public relations and producing their own content. For the past decades, symbolic elements became important inside organisations: brand building and storytelling tools became key elements for economic success. Thus, sports organisations have to put in place marketing and communication strategies to enhance the fan experience to establish a more perennial connection. Following the digital revolution, direct communication between public and organisations became easier and less expensive. Thus, football clubs invested in their own media and communication channels to reach their fans, in order to enhance their connection. In theoretical terms, we want to frame our research inside mediatisation theory, to understand how media logic is implemented into social institutions. Following the perception that communication and media, especially new digital technologies, are important tools, sports organisations change their structure, becoming more complex, and also their behaviour to match their aspirations. Our field work was done at three different football clubs, Benfica, Botafogo and Paris Saint-Germain, where we use an ethnographical-interview approach.to talk to content and media professionals from the club owned media channels. Taking into account the club's viewpoint, we want to discuss the reasons they decided to invest in their own media and communication channels. After our analyses, we identified that football clubs aims to booster the emotional and mediated connection with fans, creating a strong community. Finally, we consider that the media channels owned by the clubs have a phatic function. For the sake of interaction, these channels serve to form and sustain a community of fans.
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