Ações afirmativas do Bahia e a percepção dos seus torcedores

Abstract

The article analyzes the image construction of Esporte Clube Bahia among its supporters through the adoption of affirmative action initiatives of the brand. The research employs the image audit methodology, using qualitative data collection through in-depth interviews to assess public perception of the fans. The theoretical foundation is based on authors such as Costa (1993), Malagrino (2011), Kotler (1993) and Da Matta (1982), linking brand identity, institutional image, and sports marketing to the role of football as a social and cultural phenomenon. The investigation reveals that, since the creation of the Affirmative Action Unit in 2018, Bahia has carried out campaigns that highlight and amplify the voices of social minorities, reinforcing its identity as a democratic and popular club. Through the interviews, fans show that, although the club's social positioning is not the determining factor in the decision to support the team, it significantly strengthens the emotional relationship, generating pride, belonging and loyalty among fans. Thus, it is clear that Bahia's image management, guided by principles of inclusion and representation, positively influences the reception of the brand and the consolidation of its fan base.