Evolving Rhetorical Legitimacy Work: UEFA’s Financial Fair Play Across Institutional Changes

This study examines rhetorical legitimation strategies used in the implementation of UEFA’s Financial Fair Play (FFP) between 2010 and 2025 in the complex institutional context of European football. Drawing on legitimacy literature, this work employed a case study approach. Qualitative data were analyzed, including official documents and communication materials from UEFA and other relevant organizations, as well as news articles. The findings revealed a changing institutional context and UEFA’s responsive actions to legitimate FFP over time. Rational arguments (e.g., emphasizing the need to address financial risks), authority-based arguments (e.g., highlighting UEFA’s regulatory authority and collective decision-making), and value-based arguments (e.g., promoting football values and social responsibility) were used to build and maintain pragmatic, cognitive, and moral legitimacy. This study contributes to understanding legitimacy work in sport from a long-term perspective. The findings also offer practical implications for developing rhetorical legitimation strategies that adapt to changing institutional contexts.