Leal, Maria do Carmo BarradasCorreia, Maria Clara LuxoLeitão, Mafalda Mascarenhas Paula Bastos2024-10-312024-10-312024-10-24http://hdl.handle.net/10362/174369Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsCorporate Social Responsibility is increasingly playing an important role in society, and sports organizations are not an exception. The expectations from the fans and the power that sports can have in sensibilizing social issues, represent an opportunity for the organizations to do better. This study analyses the current situation of the CSR of the Portuguese Basketball Federation (FPB) and provides a suggestion of an action plan to respond to this necessity. The data collection to the development of the strategy was made both qualitatively and quantitatively. The qualitative analysis consisted of the research from existing reports, FPB’s internal data and social media. An interview was conducted with the Head of Marketing, Communication and Events to complete the available data and understand expectations. In the quantitative part, a survey was applied to basketball agents with the goal of understanding their perceptions on sustainability. The data was analyzed through SPSS by conducting a descriptive and correlation analysis. Combining all the information, the strategy was built, by joining on-going actions to new recommendations.engPortuguese basketball;Corporate Social ResponsibilitySustainabilitySports sustainabilitySDG 1 - No povertySDG 2 - Zero hungerSDG 3 - Good health and well-beingSDG 4 - Quality educationSDG 5 - Gender equalitySDG 6 - Clean water and sanitationSDG 7 - Affordable and clean energySDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructureSDG 10 - Reduced inequalitiesSDG 11 - Sustainable cities and communitiesSDG 12 - Responsible production and consumptionSDG 13 - Climate actionSDG 14 - Life below waterSDG 15 - Life on landSDG 16 - Peace, justice and strong institutionsSDG 17 - Partnerships for the goalsmaster thesis203778766