Institutional Communication Strategies in Catalan Football: The Cases of FC Barcelona and RCD Espanyol

Abstract

This article presents a comparative analysis of the communication departments of FC Barcelona and RCD Espanyol, aiming to understand how organizational structures, available resources, and communication strategies shape the institutional and media projection of elite sports clubs. Using a qualitative methodology based on documentary analysis, digital content observation, and semi-structured interviews with industry professionals, the research identifies the distinguishing features of each club’s communication model. The findings reveal that FC Barcelona has developed a highly professionalized and segmented structure, capable of crafting an emotional and globally adapted narrative for diverse audiences. Its investment in proprietary platforms such as Barça One, the audiovisual integration through Barça Studios, and the strategic use of multilingualism on social media help to consolidate a strong and recognizable global brand. In contrast, RCD Espanyol, with a smaller team and limited resources, has implemented a transversal and efficient communication model focused on local community engagement and institutional coherence. Its Espanyol Media platform and social media strategy emphasize proximity and a strong sense of belonging. The study concludes that although both clubs operate under different logics, their communication strategies reflect a consistent alignment with their institutional identities, demonstrating the importance of strategic planning in the field of sports communication.