The Role of the Sustainable Development Goals in Shaping Institutional Identity and Disseminating Messages for the Corporate Ecosystem, the Case of the Football Club Barcelona

The study analyzes the perception that FC Barcelona members have regarding the communication of Corporate Social Responsibility (CSR) promoted by the Barça Foundation. Framed within theories of corporate communication, sports marketing, and CSR, the study considers the role of the Sustainable Development Goals (SDGs) in shaping institutional identity and disseminating messages. The Barça Foundation, one of the most prominent sports-related foundations globally, focuses its efforts on vulnerable children and youth, integrating values that reinforce the motto “Més que un club” and promoting social initiatives spanning education, health, social inclusion, and sustainability. Since its founding in 1899, FC Barcelona has built an identity that goes beyond sports, positioning itself as a cultural and social actor deeply rooted in the Catalan community, with an ongoing commitment to social causes, as reflected in partnerships such as its collaboration with UNICEF (the United Nations Children’s Fund) and various inclusion programs. Using a qualitative methodology based on in-depth interviews with club members and communication experts, the study explores the knowledge, evaluation, and impact of CSR actions and their communication.