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How social media and digital storytelling can improve the team's visibility and change the way competitive sailing is perceived by the public?
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This thesis investigates how competitive sailing in Portugal can attract a broader audience by combining digital and community-based strategies, using Team Green Spirit as a central case. It examines two complementary questions: how social media and digital storytelling can reduce the perception of elitism and foster a fan base, and how community engagement and local events can make sailing more visible and socially embedded. Drawing on literature, case studies, interviews, and surveys, the study develops practical recommendations for the team
and the wider sailing ecosystem
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Entrepreneurship Hospitality Marketing Operations Strategy Sustainability