This article presents the results of the accomplished research that aimed the understanding of Sport Club Internacional's corporative identity constitution process, one of the first and most successful Brazilian clubs to become a club-company. The article deals, mainly, about how the club constructed and is managing its roles of club and company. This study combines the branding theories, essentially the branding's second wave, that considers the identity as fluid and a result of the political negotiations between coalitions of power established between internal and external stakeholders, with the sociology of Pierre Bourdieu, mostly the field, habitus, capitals and trajectory constructs.
Identity; Branding; Football; Club-Company; Field; Habitus