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Fernando Borges

The sport/media complex is a very dynamic system in which actors are constantly negotiating positions and power relations. Historically, sport organizations and media companies have had a symbiotic relationship, and the boundaries between them have been fluid. First, media companies acted as sport organizations’ storytellers, but after the digital revolution, it became easier for sport organizations to enter the media market. Concerned with revenues, soccer clubs decided to take responsibility for exploring their image and promoting intellectual property. Initially advancing with marketing and public relations departments, they later created television or other media channels. The creation of club-owned media established an environment where a soccer club can act as a media organization. This case study is based on an examination of Benfica TV, in Portugal, and PSG TV, in France, to seek to understand their motivations and to assess the existence of a similar business model or motivation. An ethnographic-interview methodology was used in an attempt to understand the inner parts of the clubs that are frequently restricted.

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Thiago T. Borges, Pedro C. Hallal, Inacio Crochemore Mohnsam da Silva, Grégore Iven Mielke, Airton J. Rombaldi and Fernando C. Barros


The aim of the current study was to evaluate the association between knowledge about physical activity (PA) recommendations (in terms of duration and frequency) and physical activity practice in a population-based sample of adults and adolescents.


Crosssectional survey, conducted in Pelotas, Brazil. Participants (10+ years) were included in the sample and reported their perception about the minimum number of days and duration of PA to achieve health benefits. Those who reported PA practice ≥ 150 min/wk (adults) and ≥ 300 min/wk (adolescents) were considered active.


The sample included 1696 adults and 399 adolescents. More than one-third (38.6%) of the adult population reported that < 150 minutes of PA per week would be sufficient to obtain health benefits. Moreover, 76.1% of the adolescents reported that < 300 minutes per week were sufficient to obtain health benefits. Among adolescents, those who were active tended to report that higher amounts of PA were needed to obtain health benefits.


Despite global recognition of the role of PA for improving health, knowledge about the minimum frequency and duration for achieving health benefits is still low in Brazil, particularly among adolescents.