“The Sport Club Bahia Represents You”: Diversity and Struggle Beyond The Field

Abstract

The purpose of this text is to discuss the advertising campaigns of Esporte Clube Bahia of the #BahiaClubedoPovo, especially the videos that address discrimination and identity guidelines. We based on Cultural Studies and cultural analysis to approach 13 public advertising videos on the Club's Youtube channel. Sport has proved to be an important space for the struggle for identity issues and materials and participation on the internet can point out the positions of football clubs. The Esporte Clube Bahia opted for a more progressive approach in the publications of its Nucleus of Affirmative Action, approaching an international debate to combat prejudice, but suffering some resistance.