This study presents a qualitative investigation into the current marketing and communication practices of the amateur sports modalities at Futebol Clube do Porto. Through structured exploratory interviews with key stakeholders, including the club’s marketing director, the marketing manager for the modalities, a player, a coach, and a club member, the research identified existing strengths, challenges, and critical gaps within their marketing efforts. The findings underscored specific areas for improvement, such as the need for dedicated marketing personnel, optimized digital engagement strategies, and innovative content creation. This study provides a robust foundation, offering nuanced guidance and critical insights that directly support a comprehensive digital marketing plan for the club’s diverse sports modalities. Ultimately, these conclusions aim to enable more effective communication, enhanced visibility, and stronger fan loyalty, thereby contributing to the sustained success and recognition of FC Porto’s non-football sports nationally and internationally.