GEPECOM (EEFE-USP): Nascimento, desenvolvimento e a crise da adolescência

Abstract

The Research and Studies Group on Communication and Marketing in Sport (GEPECOM) was created in 2015 within the School of Physical Education and Sport at the University of São Paulo (EEFE-USP), from the Study Group on Sport Management (GEPAE), also from the same institution, born in 2002. Since then, the group has achieved important achievements within EEFE-USP, and, mainly, outside the Institution, being, today, one of the main reference research groups in the area of Sports Management in the country. Post-doctors, doctors and masters have already been trained in the group, demonstrating their importance in building knowledge about Sports Management in the country. The group also contributed, together with GEPAE, to the advancement of the Sports Management area at EEFE-USP, with the recognition of the area as a concrete professional option for students on the Institution's undergraduate courses. However, and fortunately, due to the expansion of its range of research objects, the group is currently experiencing a healthy identity crisis, in which Marketing and Communication have become “just” one of the group's several areas of activity.