A comunicação do Esporte Clube Bahia com seus sócios-torcedores durante a pandemia do novo coronavírus

Abstract

Sports marketing has several aspects for research media. In this monograph, we will highlight actions and campaigns that have a social character, campaigns that allow the club to position itself in a political way, or in the case of the object of study, seek a position to engage fans during the Pandemic period. The work will investigate, through descriptive and bibliographic research, the marketing actions promoted by Esporte Clube Bahia, showing that football can go far beyond the four lines, and that by associating sport with efficient communication practices, the result of this process can generate an identification on the part of the fans, making the fans also become consumers, adding value to the brand, generating profits for the club, making it part of a social construction together with its fans, becoming a symbol and reference of what could become football nowadays, creating a new guise for sport and for those who follow it.