Activity Plan And Budget 2021-22 by Liga Portugal

ACTIVITY PLAN AND BUDGET

INDEX PAGE 3

1. MESSAGE FROM THE PRESIDENT PAGE 4

2. COVID-19 PAGE 7

3. STRATEGIC POSITIONING 2019-2023 PAGE 19

4. 2020-21 SPORTS SEASON SUMMARY PAGE 29

5. OPERATING OBJECTIVES 2021-22

PAGE 35

6. ACTIVITY PLAN 2021-22 PAGE 95

7. MACRO ACTIVITIES SCHEDULE 2021-22 PAGE 99

8. PROPOSED OPERATING BUDGET 2021-22 PAGE 123

9. PROPOSED TREASURY BUDGET 2021-22

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We are moving forward, and without hesitation, into a new season. We are now entering our seventh year at the Liga Portugal, celebrated on July 28th, and, after having already been re-elected, we cannot hide our pride in the work that has been carried out in a professional and careful manner. However, there is still a lot to do, a huge groundwork and a lot to be done together with the Sports Societies. When we won our second elections in 2019, our project was based on five key strategic axes, where we set ourselves 90 measures to make Professional Football an example of excellence, not only nationally but also on an international level. With half a term complete, 75 of these measures are already well under way, many of them even completed. I would like to highlight our internationalisation plan, which is increasingly becoming a certainty for Liga Portugal, and the centralisation of audiovisual rights, one of our proposed goals, which - we reiterate - will benefit all clubs. No one will lose out or negotiate

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below the current values. The Working Group formed by Liga Portugal and the Portuguese Football Federation will have a word on this and which, I am sure, will find the best solution. We are going through challenging times, after a season and a half of many difficulties. A pandemic that has harmed us at all levels and that, as much as it costs us, still constrains our daily lives and, consequently, the immediate future and Football. We have managed to maintain the activity and our competitions with professionalism and discipline, but we have paid a very high cost, with figures that are still uncertain, but which will exceed a 200 million euro drop in revenues. And we have reached this point without any support from the governing authorities. An activity that represents 0.3% of the national GDP, that paid in 2019-20 more than €142 million in taxes and that, when it was in need, ended up completely orphaned and excluded from any kind of support, unlike many other activities. We do not understand the treatment

we have been subjected to, after having insisted on adjustments in taxation, in the distribution betting shares, in a post-Covid credit line for Professional Football and in the renegotiation of work accidents insurance. Despite all this, it was a year in which we consolidated the project, refined the methods, advanced with new strategies, aligned the future and built bridges. It was also the year when we signed with Bwin the biggest naming sponsor contract in the history of Liga Portugal, an achievement made after many months of negotiation. Competitiveness and emotion will continue to be the trademark of our three competitions: Liga Portugal Bwin, Liga Portugal 2 and Allianz CUP. We intend to continue along this path and conclude this four-year term with a feeling of accomplishment. Despite all adversities, this is our major goal and we will remain focused on achieving it. Together for an increasingly sustainable Football!

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

1. MESSAGE FROM THE PRESIDENT

After the uncertainty lived in 2020, the new season arrived with hopes of a farewell to COVID-19, which has yet to happen. This is a pandemic that still affects us today, although we are more prepared to deal with it and with the safety and hygiene precautions that have become part of everyone's daily life. In Professional Football, in particular, the precautions were muscular, with more than 70,000 tests carried out, which guaranteed that the season, with greater or lesser efforts, could be concluded. And so it happened, with the clubs becoming Champions, getting promoted and other getting relegated. A season that remains atypical, but that has taught us some valid lessons. During this vaccination period, Liga Portugal hopes that group immunity is achieved as soon as possible, so that professional football can continue its activity without major upsets. The fact that we will start the season with fans in the stands gives added encouragement to the teams, who have fought so hard for the continuity of this activity. Gradually, we believe the situation will return to normal, but the fact that we are still living under the spectre of a pandemic, and inherent uncertainty, some activities foreseen in this Plan might not be carried out, due to lack of proper conditions.

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2. COVID-19

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003 STRATEGICLOREM POSITIONING IPSUM DOLOR2019-2023 SIT AMET

At the end of the first term of the current Executive Board of the Liga Portugal, it was necessary to define the strategic positioning for the following years, resulting in a 4-year negotiation plan that would allow to leverage the current maturity phase and promote Liga Portugal on national territory and worldwide. Now that Liga Portugal finds itself in a stable phase, the duty and obligation of the organisation is to identify the major challenges for the Professional Football, by defining tactics that are

3.1. Mission, Vision and Values

capable of valuing and promoting its competitions. This way, based on past criteria and having in mind a planning for another four years, a strategic plan for Liga Portugal was developed by EY, as well as a new business model. Using this document as a basis, and understanding the current state of the sector, and where we should promote our football, 5 new strategic axes of action for the 2019-23 cycle were defined. The Activity Plan is the document that supports the execution of the activities

for the next season, presenting the positioning, the strategy and the projects that Liga Portugal proposes to implement, arranged and approved by the Sports Societies. This document aims to achieve, through the implementation of concrete actions and respective budgeting, the objectives and guidelines that must be taken by the institution, defined for this 4-year cycle. This annual document is drawn up by an organisation that wants to contribute for its affirmation as an institution of of

reference within the Portuguese football scope. In order to successfully respond to these challenges, Liga Portugal has outlined an ambitious strategy for Professional Football as an industry, with the purpose of promoting and valuing the Portuguese Professional Football commercially, economically and sportingly.

Liga Portugal stands out by the values of Credibility, Aggregation, Talent and Spectacle in the organisation of three major competitions every season, sustained by the excellence of its football. A talent hub that enhances and exports some of the best players in this sport worldwide, in which 36 professional teams participate. The Mission, Vision and Values articulate the essence of the organisation’s aspirations, by defining its positioning before the World. This is the way that an organisation shall position itself to its stakeholders, paving the way to be followed and showing how to get there.

MISSION

Ensuring the excellence of the planning of the competitions, In full compliance with the economic and financial sustainability of the institution and its associates.

CREDIBILITY In every field, both at our competitions, as in the business management.

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VISION

liga portugal's affirmation

valuing of the competitions

industrialisation of portuguese football

betting on digital

internationalisation of Liga Portugal

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Establishing itself as one of the most important European football Leagues, permanently following a path of good international practices, thus valuing Portuguese Professional Football economically and sportingly.

VALUE PROPOSAL

Creates Talent

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TALENT Both in our competitions and with its agents, and in the industry.

VALUES SPECTACLE Joining the ingredients in order to create a more spectacular competition inside and outside the stadiums.

AGGREGATION Create the proper conditions to safeguard the best interests of football.

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3. STRATEGIC POSITIONING 2019-2023

3.2. OVERALL STRATEGY

FeB 2018

partnerships (e.g. LaLiga). Betting on the internationalisation of Portuguese football is also a path to be followed, capitalising on the advantages of existing specific know-how, in particular with regard to scouting, training of players and coaches and the organisation of professional football competitions. Establishing partnerships and defining a joint strategy in international markets, especially in countries with a common past with the Portuguese language and culture, which have players and coaches playing in Portugal, and also in countries that receive Portuguese players and coaches, are essential to the achievement of this strategy. The Executive Board of Liga Portugal, taking into account the axes of intervention and the overall strategy to be implemented, has defined 5 strategic axes for the 2019-23 cycle. The long-term partnership established between Liga Portugal and EY has been essential for this enhancement cycle of the Portuguese Professional Football. This way, several documents were drawn up, with the purpose of democratising and increasing the transparency of the sector, in which we highlight the Portuguese Football Yearbook and the Strategic Plan of Liga Portugal 2019-23, which served as the basis to define the strategies to be implemented during this cycle. This constant and continuous work, within the framework of this partnership, involved an exhaustive survey of information, which allows us to understand the extent of the sector and its positioning in the national economy, as well as the paths that it will have to take in order to achieve the objectives we have established.

mar 2019

MAy 2019

JUL 2019

STRATEGIC DIAGNOSIS An extensive scrutiny work, with the main purpose of fully understanding Portuguese Football, Liga Portugal and its position within the European Football and the world.

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STRATEGIC AND ACTION PLAN 2019-2023 A strategy and an action plan to respond to the existing challenges and constraints, aiming to position Portuguese football in the five major European leagues and valuing it as a business.

BUSINESS PLAN 2019-2023 Document of operational nature and within the internal forum of Liga Portugal, with the financial plan associated with the implementation of the identified measures and presented in the Strategic Plan for the 2019-23 cycle.

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The future strategy of the Portuguese Professional Football should be envisioned for its (re)positioning in the top-5 European leagues and to promote its economic and sporting value. By capitalising its strong strategic vision, its professional and specialised management competences and its contract negotiation skills, Liga Portugal has been making efforts to value its professional competitions, including partners of the highest reputation and carrying out relevant projects. In parallel, Liga Portugal needs to assert itself even more as the promoter of change, which will require more notoriety and prominence at a national and international level, as well as a governance model better adapted to the challenges that it may face. It is equally important to change the path, based on the valorisation of the Portuguese Professional football competitions, making them more competitive, more financially sustainable and more transparent. This future strategy should also enhance the industrialisation of Portuguese football, favoring its commercial valuation. Football is a spectacle that needs to be sold as such. Good international practices suggest that Liga Portugal should reinforce all the sectors that contribute to increase its spectacularity, making it more marketable. At this level, it is absolutely crucial to adopt a coordinated strategy between the clubs that outweighs the constraints of the current cultural paradigm and that promotes social dialogue. The conjunction of the national Professional Football with the recent technological and digital developments is also essential. At this level, it is essential to bet on strategic

3.3. STRATEGIC OBJECTIVES

01 Competitiveness

02 Internationalisation

03 sustainability

04 Innovation

Promote the attractiveness of our competitions by promoting the best plan for its competitive models and frameworks;

Bet on global expansion, seeking to promote Portuguese Professional Football worldwide, as well as to diversify its sources of income;

Ensure the financial sustainability of the Sports Societies through an effective implementation of strict rules for registration in the competitions;

Promote an active policy of technological innovation as a catalyst for sportsmanship, as well as for creating emotional and commercial ties with fans;

05 integrity

06 strategy

07 Valuing

08 dialogue

Encourage the adoption of a joint and cross-cutting strategy towards all football agents to tackle bribery and corruption, seeking to ensure the integrity of the sport;

Develop business strategies that meet the new consumers' profile and their needs;

Contribute to value and increase the quality of the spectacle by stimulating the interest of the partners and enhancing a higher economic return;

Promote social dialogue by converging shared interests among the protagonists of the game;

09 BUSINESS

10 GovernaNCE

Counter some of the cultural idiosyncrasies that hinder the implementation of a more advantageous business model;

Implement a new governance model, that is simultaneously democratic, responsive and reliable, that promotes an advanced management of Liga Portugal;

Reflect on the new challenges faced by the Sports Societies regarding their audiovisual rights.

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This activity plan is based on the presentation of the specific activities to be carried out one year from now, based on major macro strategic objectives defined for the 2019-23 cycle, and which have framed the last two activity plans and the next one to be developed for 2022-23. This way, the strategic objectives for the 2019-23 are:

reflection

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3.4. STRATEGIC AXES OF INTERVENTION The strategic goals of Liga Portugal for the 2019-23 cycle have been clearly defined, resulting in operational objectives that translate into five axes of action and development leading to 90 areas of specific actions:

LIGA PORTUGAL's affirmation

Strategy for a greater notoriety and prominence of Liga Portugal

01. Approve and implement a new credible, democratic and professional model that facilitates decision-making and ensures greater transparency and management accountability at all levels. 02. Promote a study to assess how the organisation is perceived by its main stakeholders, assessing the institution’s positioning and proposing strategies that promote the brands associated with Portuguese Professional Football. 03. Develop a Liga Portugal - Sports Societies Trainees Program in order to acquire and retain talent. 04. Strengthen the organic structure of Liga Portugal to keep up with the growing needs, allowing it to develop and implement strategies and projects in the future. 05. Raise the level of professionalism at the upper and intermediate levels, as well as to increase the level of academic qualifications and international experience of its staff. 06. Adopt a policy of continuous training, allowing for the flow of professionals between Liga Portugal and the various football institutions across the world. 07. Postgraduate in Management: capitalise capitalise on the current postgraduate

to captivate international references for internal training. 08. Postgraduate in Communication: carry out a Postgraduate Degree in Communication in Professional Football, in partnership with the Universidade Católica de Braga’s Faculty of Communication. 09. Institutionalise a follow-up session of the strategic plan on a six-month basis. 10. Promote a semi-annual staff meeting. 11. Consolidate the reporting and accountability policies. 12. Expand and optimise funding sources by focusing on the commercial activity, thus strengthening its financial position. 13. Promote a support study to evaluate the feasibility of negotiation in the future of audiovisual rights. 14. Create a Centre for Studies and Research on Portuguese Professional Football, in close collaboration with the academic world. 15. Think Tank: expand the concept of Think Tanks, stimulating synergies and complementarities with other entities. 16. Use the Ambassador’s project to positively promote football, its culture and the value of Liga Portugal and its competitions. 17. Reformulate and rethink Liga Portugal’s marketing strategy, seeking to let off

the institutional side from the more operational side. 18. Promote a new agenda with the media, political and sports agents, as well as with international organisations, thus adopting a more interventive strategy on various fields. 19. Present a multimedia mega strategy that highlights the values of aggregation of those involved in Professional Football. 20. Carry out studies for the implementation of collective actions aimed at increasing the know-how of the Sports Societies. 21. Promote Fundação do Futebol, putting social responsibility at the service of the brand. Launch a symbolic social responsibility initiative per season. 22. Liga Portugal Headquarters: Better implementation/requalification of its infrastructural conditions to keep track of the evolution of its needs in the coming years. 23. Create an integrating and advanced dynamic regarding the football culture in Portugal. 24. Brand Equity: develop a strategy to position Liga Portugal alongside with major brands in order to promote institutional growth on par with the top European leagues.

25. Develop a digital tool to monitor the Sports Societies’ accounts, e.g. financial ratios vs targets defined by UEFA, supported by an alert system.

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valuing of the competitions Strategy for greater transparency and better regulation of the Portuguese Professional Football

26. Consolidate the Licensing Manual for participation in national competitions, based on the standards of European competitions. 27. Renew the conditions for participation in competitions. 28. Create an official Liga Portugal bookmaker that will provide new sources of income. 29. Create a progressive framework for the implementation of Financial Fair Play targets, based on the parameters of the Financial Fair Play of UEFA 1.0 and Financial Fair Play of UEFA 2.0. 30. Analysis of External Investment: collaborate with governing and administrative authorities on key topics in order to capture international investement in Portuguese football. 31. Pact for Football: create a document on values to be promoted and codes of conduct to be adopted by agents of football. 32. Better Fair Play awards and increase media exposure. 33. Promote the Liga Portugal Working Groups that bring together the experts with influence at a club-management level. 34. Analyse the possibility of implementing Goal-Line Technology (GLT) in the Liga Portugal Bwin. 35. Introduce technology to support game www.ligaportugal.pt

analysis (e.g. tactical feed), as well as automatic analysis (e.g. tracking available to all teams). 36. Further develop existing platforms with addition of new features. 37. Create a Fan ID concept for accreditation of football fans who go to the stadiums. 38. Institutional Information: create a data link between Liga Portugal and the Portuguese Football Federation. 39. Develop training courses for sports commentators. Provide information to promote the positive element of football.

Industrialisation of Portuguese Football Integrated strategy to generate a greater commercial value of the game, managed as a business

40. Create campaigns to encourage fair play actions and promote the game with the fans. 41. Increase the creation of educational, festive, positive and civic content for football as a sporting event for families. 42. Promote an analysis on the current consumer profile, arranging differentiated commercial strategies for the different profiles of the fans. 43. Develop training courses and forums for various types of football agents, including players, coaches, match officials, game delegates and representatives. 44. Encourage the presence of families at the stadiums through an arrangement of initiatives aimed for this purpose 45. Pink Fan: promote the presence of women at the stadiums, with a range of initiatives oriented to this sector. 46. Audience: develop engagement mechanisms with clubs, which contribute to obtaining higher attendances rates. 47. Violence in the Game: create a campaign for eradication of violence in football, in conjunction with the Authority for Prevention and Combat towards Violence in Sports. 48. Set up, in partnership with the broadcasters, a weekly programme to be held in the vicinity of the stadiums, prior to the official matches of the competitions.

49. Conduct a study for the optimisation of the competitive model and identification of the best framework for each competition. 50. Television Broadcasts: draw up a proposal for a performance guide that aligns the recording, production and broadcasting of matches which also promotes the spectacle. 51. Promote a ranking system for stadiums and accessibility with the elaboration of a set of specifications. 52. Fan Zones: develop and promote their expansion. 53. Implement a campaign to promote a taxbenefit status for footballers. 54. Advocate, alongside with the competent authorities, for the reduction of the VAT to 6% on match tickets. 55. Sports accidents insurances: defend a clear objectivity of the law to reduce the insurance premiums paid by the Sports Societies. 56. Bet on the increase of properties for the naming sponsor. 57. Prepare a feasible and measurable Business Plan.

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Betting on Digital Platforms Strategy to accelerate digitalisation in Liga Portugal and Portuguese football

58. Establish an autonomous "Digital" Department with an appropriate budget and structure for future challenges. 59. Further the development strategy of channels, with the creation of a study to maximise the return. 60. Implement a new model of communication between the communication and marketing departments. 61. Improve the Liga Portugal digital platforms for the purposes of branding and buzz to enhance traffic generation and conversion (CRM/FRM development). 62. Develop a study that analyses the tools to be used (e.g. SEO, CRO, etc.), as well as the return of investments on digital marketing. 63. Encourage Sports Societies to define and implement a digital strategy through the creation of specific digital guidelines. 64. Produce digital content that stimulates the increase in the number of fans from different regions to their football idols that play in national competitions. 65. Use international bloggers and Youtubers to promote the spectacularity of the competitions and those involved. 66. Partners: create synergies for the development of projects with major players in the digital area. 67. Develop an integrated e-Commerce

platform (with the Sports Societies) through the online sale of merchandise. 68. Define a sponsoring strategy. 69. Strengthen the investment on eSports and gaming events. 70. Qualification and international valuing of the e-Liga. 71. Create, improve and internationally promote the e-Fan concept. 72. Improve digital content via LIGA TV (in videoon- demand and/or webTV format). 73. Digital Media Operator: implement a digital media operator creative strategy (in videoon- demand and/or webTV format).

Internationalisation of Liga Portugal Strategy to obtain a significant international appeal of the Liga Portugal

74. Elaborate an internationalisation plan for Liga Portugal with the adequate staff and financial resources. 75. Formally create an “Internationalisation” Department within the internal organisation chart of Liga Portugal. 76. Promote a study to support the assessment of the viability of negotiations for international audiovisual rights in the future. 77. Prepare a roadshow for international bid placement. 78. Outline and implement collective actions and/or joint projects to finance the internationalisation plan (e.g. PT2020). 79. Launch Liga Portugal stores in the main Portuguese airports. 80. Create Fan Zones for Portuguese communities outside of Portugal. 81. Foster closer contact with international agencies. 82. Establish partnerships with relevant international players. 83. Develop and implement the internationalisation plan of the League Cup. 84. Carry out training actions and develop consulting and training projects in countries that belong to the PALOP community. 85. Use the Ambassadors as promoters of Liga Portugal, its competitions and Sports

Societies in foreign markets. 86. Create a database of players with diverse audiovisual content that allows the creation of content to be used by international media, thus facilitating interaction with international partners and enhancing the Liga TV channel. 87. Participate in international summits to promote Liga Portugal and its competitions. 88. Create international competitions (e.g. Torneio Quadrangular, Copa Ibérica). 89. Cooperation: define a protocol allowing the joint use of international offices. 90. Adopt LaLiga as a strategic benchmark.

For each defined strategic axis, a set of objectives were identified, which will be translated into 90 specific actions and projects. Despite the development of a 4- year strategic plan, it is in this current Activity Plan that the tasks are implemented both materially and financially. All actions to be implemented must be measured in results and be consistently oriented to achieve the 5 strategic axes. Liga Portugal intends to play an increasingly interventive role with regard to the services it provides to the Sports Societies, as well as in the search for a financing model that allows for higher levels of income for Portuguese Professional Football in general and, more specifically, for Liga Portugal. In addition to developing actions for greater commercial and promotional coordination with Sports Societies, such as developing an internationalisation plan that can be supported by European funds, developing commercial proposals with higher levels of integration, as well as finding new sources of revenue, such as consultancy, marketing of official products, training, information, among others. This path of branching out new sources of revenue by Liga Portugal is already being followed. However, new projects need time to reach economic maturity. The fact that Liga Portugal is simultaneously implementing all of its investment projects, means that everyone remains in a development stage instead of an economic and financial maturity.

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4 2020-21 SPORTS SEASON SUMMARY Competitiveness and emotion continue to shape Portuguese Professional Football. The three Liga Portugal competitions are defined by the quality of their spectacle and players.

SPORTING ARE NATIONAL CHAMPIONS

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

LIGA NOS

The 2020-21 season took place under the "new normal" imposed by the COVID-19 pandemic, which put to the test all the adaptability and resilience of Professional Football. The late conclusion of the 2019-20 season, also caused by the pandemic context, delayed the kick-off of the professional competitions, meaning that only on September 18th we would see the ball rolling again in the major division of Portuguese football. The subtraction of a month from the sports calendar was one of the challenges imposed on the organisations and sports societies, which did not have - with the exception of the successful pilot tests fans in their natural habitat: the stands. The adoption of preventive measures and a strict sanitary protocol, allied to the responsible behaviour of the Sports Societies, made it possible for the competition to take place naturally, without ever jeopardising public health

Nineteen years later, Sporting CP once again lifted the Liga NOS trophy, after leading the competition for practically the entire season. It was on November 1st, on the sixth matchweek of the season, that the "Lions" moved to the top of the table, after a 4-0 win against CD Tondela. As a result of SL Benfica's defeat, who were leaders at the time, in the fixture that closed the matchweek, the Lions ended the day in first place, which they never abandoned. Therefore, after 27 consecutive matchdays in the lead - a number that would increase to 29 - Sporting CP put an end to their drought, with an 1-0 triumph against Boavista FC. But those who think there was no thrill in the last matches of the Lions in the Liga NOS are wrong. For the crowning of Pedro Gonçalves as the top scorer of the competition, Rúben Amorim's team joined forces to help him in this fierce battle with Seferovic. One of the most decisive ventures of this duel, moreover, was played at the Estádio do Sport Lisboa e Benfica, in Matchday 33, for which the Portuguese midfielder and the Swiss striker entered the pitch levelled on goals scored (18). No one wanted to lose this battle, and after a brace scored by both players in this

duel, it was only in the last matchday that the balance would be tipped, with Pedro Gonçalves scoring his first hat-trick of the season to claim the individual award. In addition to the title, there are other factors to highlight in this Liga NOS season. Starting with FC P. Ferreira. Jorge Simão, Paulo Fonseca, Rui Vitória and José Mota came close, but none of them managed to match Pepa's achievement: six consecutive wins in the Liga NOS in a season. In the 12th matchday, the Beavers hosted and beat Rio Ave FC, initiating a streak that would last until the end of the first turn of the season. Four matchweeks later, at Gil Vicente FC's ground, the Pacenses sealed the record with an unprecedented fifth successive win, raising the bar in Matchday 17 with a victory over CD Tondela. This run would end on the 18th matchday, against Portimonense, with the Beavers sitting in fifth place and staying in the same spot until the end of the season. FC Paços de Ferreira thus return to European competitions, something that had not happened since 2013-14. Meanwhile, the sixth place in the Liga NOS, and the consequent access to the first edition of the UEFA Conference League, was disputed until the last second. With 46 points, Santa Clara achieved their best season ever in the competition by finishing in a European place. Entering the final round of the season, three teams had hopes of getting the last ticket to the UEFA competitions, with the Azoreans prevailing, ending the season with a 4-0 win over SC Farense. Santa Clara broke all the club's records in the

competition, reaching an unprecedented sixth place. In addition to this deed, they have also broken their record for number of points (46), wins (13) and goals scored (44). Carlos Júnior, the player with most attempts in Liga NOS, made a huge contribution to the high propensity of the team, with 14 goals, finishing in the top-5 scorer list of the competition. He has also became Santa Clara's all-time top scorer in the competition, with 21 goals.

MARIO GONZALEZ WITH THE FASTEST HATTRICK EVER CD Tondela's visit to Moreirense FC’s ground was marked by Mario Gonzale’s cut-in speed, who only needed 12 minutes to score three goals. The Spanish forward's right foot began to create some damage right after four minutes with a nice rebound effort, thus extending the scoreline five minutes later with a low shot. However, it would be the third goal of the afternoon that would put Mario Gonzalez in the history books. With another accurate finish, in the 12th minute, the striker sealed the fourth fastest hat-trick in the history of the Liga NOS. By the end of the competition, the talented Spanish striker scored three more goals, ending the season as the fourth top scorer of the Liga NOS and the first Spanish player to surpass the eleven-goal mark in 59 years.

NEW TALENTS HAVE TAKEN THEIR FIRST STEPS

84th minute of Sporting CP's home match against Vitória SC, when Rúben Amorim called Dário Essugo to replace João Mário. Just a week after turning 16, the Alcochete-academy midfielder became the youngest player in the history of both Sporting CP and Liga NOS to step on the pitch. Right behind the young Lion, Rodrigo Gomes (SC Braga), Tiago Morais (Boavista FC) and João Neto (FC Famalicão) also made their debuts in the top division of Portuguese football, completing the list of four young talents who took their first steps in the Liga NOS even before reaching adulthood.

REMAINING SPOT IN THE LIGA PORTUGAL BWIN WAS SECURED BY FC AROUCA FC Arouca also arrived at the Liga Portugal BWIN, after finishing third in the Liga Portugal SABSEG, claiming nine consecutive wins, between Matchdays 26 and 34. This is the longest winning streak in the history of the competition, equalling the records achieved by Varzim SC (1996-97) and Rio Ave FC (2002-03). Adding the draw against FC Vizela (1-1), on Matchday 25, to these nine triumphs, we reach the highest number of consecutive unbeatengames in the competition. Ten matches without defeats, which helped Armando Evangelista's team to advance to the promotion play-off stage, against Rio Ave FC, who finished 16th in the Liga NOS. With an aggregate result of 5-0 (3-0 in the first leg, and 0-2 in the second), they booked the ticket for the Liga Portugal Bwin.

One of the most beautiful pages of this edition of Liga NOS was written in the www.ligaportugal.pt

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2021-22 SEASON | ACTIVITY PLAN AND BUDGET

and all those involved in the preparation and organisation of a match. In total, the sports agents involved in the 306 matches played in the Liga NOS carried out almost 50 thousand tests, numbers that are unmatched in any other activity developed in national territory.

Estoril are the Champions with the most points won in a single season

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LIGA PORTUGAL SABSEG

After the imposed stoppage in the previous season, due to the Covid-19 pandemic, the 2020-21 edition of the Liga Portugal SABSEG has returned with its 34 matchdays. Still with the stands closed, but with plenty of excitement until the last seconds of the competition. And a new feature confirmed by the playoff that marked the end of the season: the promotion of three teams to the Liga Portugal Bwin (the new designation for the previously named Liga NOS, from 2021-22). Them being: Estoril Praia, winners of the competition; FC Vizela, second placed; and FC Arouca, who beat Rio Ave FC in the playoff, one of the new additions to the 2020-21 sports season. Another club that ended the season with reasons to smile was Casa Pia AC, achieving a 9th place, the best ranking ever of the club. At the opposite end of the table, UD Vilafranquense and UD Oliveirense did not ensure continuity in the competition, in a battle that lasted

A memorable season for Estoril Praia and with a number of club records broken. The Canarinhos finished on 70 points, their highest ever score in the competition. The Estorilistas surpassed their 67 points reached in 2003-04, as well as having equalled the number of wins (20), also from the corresponding season. When it comes to number of defeats, something which only occurred on four occasions, it also set a new record low for the club, beating the five losses from the 2011-12 season. A remarkable 15-game unbeaten run, between Matchday 3 and 17, contributed a lot to that feat. And even in the goal difference, Estoril Praia got a new record in the competition, with 29 positive goal difference, surpassing their best mark (23) of 2003-04. But the records don't end here. They have racked up seven consecutive wins between Matchdays 20 and 26, something also never before achieved in the club's entire history. All these numbers earned the club their third Liga Portugal SABSEG title, making them the second most successful club in the history of the competition, just one trophy behind FC P. Ferreira. Bruno Pinheiro, the coach who led the team to their seventh promotion to the top tier of Portuguese football, becomes the first manager to win the competition in his debut year in professional competitions since 2011-12, when

Marco Silva, also at the service of the Canarinhos, achieved the same feat.

FC Vizela's promotion Never in Portuguese football had two teams achieved two consecutive promotions from non-professional competitions to the first division at the same time. FC Vizela and FC Arouca were the authors of this achievement and will be forever remembered. It should be noted that two consecutive promotions had already been achieved in four separate seasons (Varzim SC - 1996-97; Santa Clara - 1998-99; Moreirense FC 2001-02; and Estoril Praia - 2003-04), but 2020-21 will forever be remembered as the season in which two teams achieved this feat in the same year. Regarding FC Vizela, after the first eight rounds of the competition, few could guess what the future had in store for the club. And the reason is simple: four defeats (three in a row), two wins and the same number of draws. But the truth is that it would be on the November 1st, 2020, that the Vizelenses would know the taste of defeat for the last time. From then on, the team under manager Álvaro Pacheco took off to its best ranking ever in the competition (a 3rd place prior to this season), breaking all the club's records in the competition: highest number of points (66 against their previous record of 50 points), more wins (18 against 13), less defeats (four against six) and a bigger goal difference (24 against 18), all achieved in the 2007-08 season.

Highlights and records in the competition Promoting players in professional competitions is one of the main ambitions of Liga Portugal and, as such, the Man of the Match award also began to be given in the competition. But, apart from Marcus, there are several players who have a reason to remember this 2020-21 season. First and foremost, the attacking duo from Vizela: Cassiano and Kiko Bondoso. The first one, the Brazilian forward, scored 16 goals and was the top scorer of the competition. The young Portuguese midfielder, with 10 assists, stood out from the rest and was the player who provided the most goals to his teammates. On the other end of the field, Ricardo (Varzim SC), was the goalkeeper who racked up the most saves, having stopped 105 shots. Interestingly enough, he also scored a goal, when the Poveiros hosted CD Mafra, on Matchday 25. The last goalkeeper to find the back of the opponent’s net in the competition was Paulo Vítor, also from Varzim SC, in 2017-18. In addition, Ricardo was also one of the only two goalkeepers in the competition to play every match. The other one was Mika, A. Académica’s goalkeeper. He also played every minute in the competition, and who, with three penalties saved, was the keeper who stopped more shots from the penalty spot. Returning to effective playing time, Liga Portugal SABSEG is known for opening doors to many youngsters in the final stages of their academy years. And the player younger than 20-years-old with the most minutes João Marcelo, from FC Porto B. The youngster was www.ligaportugal.pt

on the pitch for 2922 minutes, longer than any other of the emerging stars in Portugal.

New records The goalfest started at the North of the country, and there are stars that managed to leave their name in the history of the clubs they represent. Firstly, Platiny, CD Feirense’s striker, reached 32 goals for the Fogaceiros and became the club's top scorer in the Liga Portugal SABSEG, beating Carlos Pinto’s record (30), former player of the club and current coach of Vilafranquense. Another player who became the top scorer in the competition for his respective team was Malik Abubakari. The 21-year-old Ghanaian scored 11 goals in the season; a record unmatched at Casa Pia AC. Another lethal striker "resides" in Almada João Vieira, from CD C. Piedade, equaled the 12 goals scored by Dieguinho, in the 2017-18 season, the club’s record in the competition. It is important to reinforce that besides the above-mentioned records, Malik and João Vieira were two of the four players who scored hat-tricks in the season. The other two were Gonçalo Ramos, for SL Benfica B, and Yakubu Aziz, for Estoril Praia.

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2021-22 SEASON | ACTIVITY PLAN AND BUDGET

until the final whistle of Matchweek 34 and ended with a difference of only two points between the 15th and 18th places.

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

The Allianz CUP Final Four moved its luggage to Leiria, and Sporting CP were the first to celebrate in the new venue, by winning the competition for the third time in their history. The hero of the grand final was Pedro Porro. After 41 minutes, the Spanish full-back emerged on the right wing of the attack and inflict a strong cross-cut shot into the back of Matheus’ net. To reach the game of all decisions, the Lions overcame FC Porto in the semi-final, turning the game around in the last five minutes of regular time. Marega put the Dragons in front in the 79th minute, but Jovane Cabral, who had come off the bench two minutes before his first goal, scored twice in the match (86' and 90+4') and ensured qualification of his team to the final, which would later lift the trophy. The same result was achieved in the second semi-final. SC Braga overcame SL Benfica, , taking the lead through Abel Ruiz, another Spanish player shining on Portuguese soil. From the penalty spot,

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with the rules and standards imposed by the pandemic context.

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

ALLIANZ CUP

Pizzi equalised right before half-time. In the second half, Tormena appeared in the opposite area and headed the Gverreiros do Minho into the final. The Allianz CUP is already an inevitable milestone of the national sports calendar and despite the impossibility of having fans in the stadium, the television ratings demonstrate its importance again! First, with the most watched match in national competitions since August 8th, 2015, with more than 2.2 million viewers: SC Braga - SL Benfica. The 2 million viewers mark was, in fact, surpassed in all three fixtures. Due to the COVID-19 pandemic, the Fan Zone activities also had to be suspended. But that did not mean that the fun stopped! Liga Portugal was once again innovative and created a new concept: the Fan Home, taking several activities in digital format to the homes of all Portuguese people. From Dino D'Santiago's concert, held on the pitch of the Estádio Municipal de Leiria, to the ‘Final Four on Wheels’, with extracts of the Final Four games being narrated inside a rally car, made by three of the best-known Football radio narrators, there were several experiences that will remain in the history of another edition of the competition. Rui Unas' podcast "Maluco Beleza", which took place in the stands of the stadium with the Liga Portugal Ambassadors, Nuno Gomes and Hélton; the Zerozero Quiz, with the presence of several well-known celebrities and former players; The Domino's challenge, with the creation of the Final Four Pizza, prepared by Helton and Costinha; or António Raminhos' car trip with Ricardo and Jorge Andrade, all these activities were included in the 'Football Week', always complying

2021-22 SEASON

5 OPERATING OBJECTIVES 2021-22 In order to strategically ensure that the established actions will allow to reach the objectives laid out for the four-year cycle, short-term strategic objectives were identified, enabling the short and medium-term actions to be achieved.

OPERATING OBJECTIVES 2021-22

OPERATING RESULTS TARGET

COMMERCIAL OBJECTIVES

CLOSING CASH-BALANCE TARGET

1 M€

93 710€

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

20 M€

TOTAL INCOME TARGET

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14 M€

REVENUES FROM THE PROFESSIONAL COMPETITIONS COMMERCIALISATION TARGET

8 M€

DISTRIBUTION OF INCOME TO THE SPORTS SOCIETIES TARGET

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

FINANCIAL OBJECTIVES

FACEBOOK LIGA PORTUGAL 45 M

REACH

200.000

Instagram eLIGA PORTUGAL

45 M

100.000

550.000

20.000

REACH

NO. FOLLOWERS

Website LIGA PORTUGAL

APP LIGA PORTUGAL

PAGE VIEWS

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INSTAGRAM LIGA PORTUGAL

NO. FOLLOWERS

10 M

INCREASE THE COMPETITIONS' AVE (Advertising Value Equivalent)

160.000

TOTAL USERS

50 M

SCREEN VIEWS

REACH

NO. FOLLOWERS

CRM - EMAIL MARKETING LIGA PORTUGAL 120.000

EXPECTED USERBASE

TIKTOK LIGA PORTUGAL 25.000

NO. FOLLOWERS

APP LIGA PORTUGAL BWIN VIRTUAL 82.000

TEAMS CREATED

LIGA PORTUGAL BWIN

LIGA PORTUGAL 2

1.300 M€

200 M€

ALLIANZ CUP

FINAL FOUR DA ALLIANZ CUP

150 M€

100 M€

STADIUM ATTENDANCES

YOUTUBE LIGA PORTUGAL

LINKEDIN LIGA PORTUGAL

10.000

20.000

NO. SUBSCRIBERS

TWITTER LIGA PORTUGAL

The objectives presented are dependent on the evolution of the allowed number of spectators in stadiums, given the current pandemic situation and the rules to be defined by health authorities throughout the sports season.

30 M

3.7 M

REACH

425.000

LIGA PORTUGAL BWIN

NO. FOLLOWERS

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550.000

LIGA PORTUGAL 2

300.000 ALLIANZ CUP

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

PROMOTIONAL AND COMMUNICATION OBJECTIVES

6 ACTIVITY PLAN 2021-22 Liga Portugal is structured into a group of departments that guarantee the execution of actions and allow to leverage the defined strategy, enabling the previously defined objectives to be achieved.

THE PROJECTS AND ACTIVITIES TO BE DEVELOPED CAN BE DIVIDED INTO TWO LARGE GROUPS:

In many situations they are led by one of the departments - require the joint, organised, and cohesive participation of the various departments, thus becoming transversal to the entire organisation;

Despite playing an integral role, these are centred and developed in a specific way by one department. The various departments also develop a set of actions that, although not isolated, are specific to each department, which are then aligned with the strategic orientation, as well as the objective of achieving the goals set by the organisation.

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

TRANSVERSAL PROJECTS AND ACTIVITIES

PROJECTS AND ACTIVITIES SPECIFIC TO EACH DEPARTMENT

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6.1 TRANSVERSAL KICK-OFF 2020-21 Allianz CUP and Final Four

LIGA PORTUGAL BWIN

Thinking Football

Presidents Summit Consultancy to the Liga Portugal Sports Societies

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

Playoff Liga Portugal

Liga Portugal 2

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Soccerex

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

PROJECTS AND ACTIVITIES

Working Groups and Annual Journeys

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Leading the launch of the 2021-22 season, Kick-Off marks the beginning of the professional competitions organised by Liga Portugal: Liga Portugal Bwin, Liga Portugal 2 and Allianz CUP. This is an event that brings together all the participating Sports Societies, sponsors and institutions, where the draws for the professional competitions are held and an award ceremony is held, rewarding and honouring all the sports professionals who have stood out in the preceding sports season. A television event that marks the kick-off of the new Professional Football season in Portugal, presenting the official competition season calendar to all guests and viewers. We thus have the necessary ingredients for a successful sporting season where our talented players will shine, and which will culminate in the crowning of three new champions.

2. Liga Portugal Bwin Liga Portugal Bwin will be the new name for Portugal's major football competition from the 2021-22 season onwards. The relationship between www. ligaportugal.pt two institutions aims www.ligaportugal.pt

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partners, community and tourists) to increase the number of spectators at the stadiums of the Liga Portugal Bwin; • Reformulate the operation model for properties that can be marketed in this competition, with the support of the Sports Societies; • Develop a Competition Guidebook; • Increase technological integration, namely at the level of management and operational competition applications.

3. Liga Portugal 2 Liga Portugal 2, the second professional league with 34 matchdays, is composed of 18 teams, two of which being B teams. The focus of the Liga Portugal in this competition foresees the implementation of aspects that aim at the improvement, professionalisation, valorisation and promotion of the Liga Portugal 2, namely through better pitches, infrastructures and organisation. In an articulated manner, a set of actions will be carried out in the 2021-22 season: • Continue the implementation of the Dynamization Plan for Liga Portugal 2, defined during the 2018-19 season; • Monitor the locally-trained and Under-23 players, through the match sheets of the Liga Portugal 2 games, confirming if the Sporting Societies include the minimum number of locally-trained Under-23 category players, required by the guidelines, in order to effectively develop

the young Portuguese player; • Develop new initiatives and campaigns in order to promote the competition and our young talents, maintaining the airing of the Liga Portugal 2 Magazine, which is produced by Liga Portugal; • Develop a campaign to find sponsors and/or partners for the awards, and other activations, and for the properties still available in this competition, in order to make the competition more dynamic; • Increase awareness among TV operators to improve the quality of game transmission (currently all broadcast in traditional format or streaming); • Define the concept for the handing over of the Man of the Match award so that, at the beginning of April, it will be possible to approach the respective Sports Societies regarding the concept; and • Develop an Infrastructure Manual for Liga Portugal 2.

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

1. Kick-Off 2021-22

towards a competition that is increasingly more exciting and closer to the Portuguese fans, as well as to consolidate the affirmation of Liga Portugal as a reference in international markets. Liga Portugal Bwin, the top tier of professional football, brings together 18 teams that compete against each other in 34 rounds. In addition to the operation of the games and their scheduling ensured by the Competitions Department, this competition will require the participation of several departments of Liga in constant contact and articulation. Throughout the season, there will be a set of actions aimed at its promotion, namely: • Define new brand activations for the 2021-22 season, together with the sponsors and partners, and in articulation with the Sports Societies, television operators, among other sports agents; • Implement an opening ceremony, which marks the beginning of the Competition; • Ensure greater media exposure of this competition, aiming to increase its AVE; • Create events with sponsors and partners, namely in terms of their clients' experiences and engagement with the competition; • Continue to give out official awards, promoting the competition's talented players, the best sports professionals and the various stakeholders in Liga Portugal; • Define the concept for the handing over of the trophy to the winner so that, at the beginning of April, an approach can be made to the respective Sports Societies, in order to make them aware of the idealised event; • Promote the competition in a 360º approach (fans, families, sponsors,

The Allianz CUP is the most recent professional competition organised by Liga Portugal. It includes 32 clubs of the Liga Portugal Bwin and Liga Portugal 2, with the exception of the B teams. The Allianz CUP has stood out for its sense of spectacle and emotion, showing a very significant return per euro invested. The 2020-21 edition of the Allianz CUP, the first one held in Leiria, reached numbers worth-mentioning in the history books of the Professional Football in Portugal. In 2022, the Final Four will take place during the last week of January in Leiria. For the next edition, we intend to find new ways of bringing even more fans and partners to the #semanadofutebol (Football Week). In this way, specific and integrated actions are guaranteed by the various departments to achieve common goals, to be underlined for this season: • Ensure greater media exposure for the event and its sponsors; • Develop and implement Allianz CUP brand activations in the various stages of the competition; • Ensure the implementation, monitoring and coordination of the draws throughout the competition; • Organise all the operational stadium procedures for the Final Four in all aspects including ticketing, match organisation, transportation, accommodation, catering, accreditation, security, signage, promotion, communication, protocols,

5. Playoff Liga Portugal

Liga Portugal has implemented the play-off concept in its professional leagues in 2020-21. This format, already introduced in previous years by the big European leagues, results in a more attractive and thrilling competition until the last round. These matches, played in two legs, allow the 16th placed of the Liga Portugal Bwin and the 3rd placed of the Liga

Portugal 2 to compete for a place in the top tier of Portuguese football. It brings hope to the Sport Societies that cannot directly qualify to the Liga Portugal Bwin and a chance to the thirdbottom classified fight for nonrelegation. There will also be, from the 202122 season onwards, a play-off for access to Liga Portugal 2, which will be played between the club that finishes immediately above relegation zone and the third-placed team in the new Liga 3. This play-off format allows for greater competitiveness and integrity of competitions.

6. WORKING GROUPS AND ANNUAL JOURNEYS Created in 2015, the Working Groups are intended to promote a debate between the organising bodies and the Sports Societies’ administrators concerning common issues related to the competition, marketing, advertising, technology, prevention and safety, as well as legal and financial aspects. In the 2021-22 sports season, a new working group aimed at the analysis of the audiovisual rights will also be launched. At the beginning of each sports season, the Working Groups activities consist of periodic meetings with the Sports Societies, in order to discuss topics of collective interest, in the following areas: • Competitions

• Content and Media • Financial • Legal • Marketing • Technology • Prevention and Safety • Social Responsibility • Audiovisual Rights In total, within the nine different groups, more than 25 macro-subjects will be addressed, with the conclusions to be presented during the Liga Portugal’s Annual Journeys. These groups are aimed to coordinate the various joint subjects, with a view towards regulation changes and the creation of tools and mechanisms that increase efficiency, value, and the potential of competitions in general, and of the Sports Societies in particular. During the opening session, the coordinators of each area will present the projects to be developed throughout the season, as well as the main conclusions regarding the work done in the previous season. The Annual Journeys conclude the year's work of the respective Working Groups with the presentation of their proposals and conclusions, which will later be included in the various regulations. The 2021-22 Working Groups will take place on the September 24th, with the Annual Journeys being scheduled for April 13th.

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7. presidents summit The key topics for the development of the Professional Football industry will be discussed between the Presidents of the Sports Societies. In 2021-22, it is expected to hold two Presidents Summits, further promoting one of the strongest values of Liga Portugal: Aggregation. In this forum, the Presidents will discuss pivotal subjects regarding Professional Football.

8. Match Center The Match Center - the Monitoring Center for Professional Football - is intended to monitor the matches of the Liga Portugal Bwin, Liga Portugal 2 and Allianz CUP, thus providing centralised support to the different agents involved in the planning of the games, including delegates, Sports Societies, referees, press, and sponsors. Communication with external stakeholders is crucial to the success and smooth running of the Match Center. This tool, implemented in 2018, corresponds to the formalisation and systematisation of already existing practices, aimed at strengthening the professionalisation in the operational management of competitions, as well as to provide greater efficiency and precision.

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In 2021-22, as in previous seasons, the Match Center of Liga Portugal will continue to operate throughout the entire sports season, in order to monitor all matches of the three professional football competitions. Through several working staff of different departments of Liga Portugal, namely Competitions, Technology, Legal, Marketing and Content & Media, the Match Center tool will allow the analysis and to amend possible abnormalities in several aspects of the game, thus improving the process of organization of the Professional Football games. Simultaneously, for all 649 matches of the season, around six individuals of the different departments will carry out the full monitoring of the game under the supervision of the Executive Directors of Liga Portugal. Liga Portugal aims for total professionalisation, thoroughness and efficiency in the operationalisation of competitions. Therefore, it will be directly linked, at all times, to the various members involved in the organisation and management of the game, in order to increase even more the spectacle on and off the pitch.

9. Talent Business Center The positioning of Liga Portugal clearly identifies the need to invest in the training of the people who bring football to the Portuguese and international public, in

order to have an increasingly professional football in Portugal. The Talent Business Center of Liga Portugal, an area created by the Fundação do Futebol - Liga Portugal - FFLPFP, aims to develop training solutions to create skills and develop Talent. With that in mind, Liga Portugal has gathered efforts with one of the most prestigious Portuguese universities, Universidade Católica, to elaborate curriculums that fit the needs of the people who work in Portuguese football, and namely in Professional Football. In this sense, it was launched, in 2016, a Post-Graduation in Organization and Management in Professional Football and, in 2019, a Post-Graduation in Communication in Professional Football. Post-Graduations allow students to obtain, in one academic year, unparalleled knowledge regarding professional competitions, by acquiring a unique insight regarding the organization of professional football leagues. In addition to providing students with specific knowledge about Professional Football these sessions also aim to bring them closer to the reality of clubs, providing them with a more practical perspective of our national football. In 2021, integrated in the Recruitment and Training Plan, Liga Portugal opened the institution's preparation course for Game Delegates. The Delegate preparation course allows participants to be more prepared to be candidates for the Liga Portugal Delegate team. In the 2021-22 season, Liga Portugal, through the Talent Business Center, will maintain its commitment to these courses and will also launch specialised training in

management, technology, organisation and other support areas in Football. Thus, it will develop projects, initiatives and activities that allow the development of training programs and knowledge.

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

4. Allianz CUP AND Final Four

marketing operations, ceremonies, among others; • Develop several marketing activities, communication, public relations and promotion tools, aiming to creating notoriety and consolidating activities already implemented, such as the Fan Zone, eSports, Fan Music, Fan Run, among other non-stadium activities; • Articulate between all individuals involved, from the Host City, security forces, sponsors, clubs involved, among others; • Consolidate creative ways to engage sponsors and create partnerships; • Facilitate all the proper conditions for the teams involved; • Develop greater interest in this competition among television operators and the media, which may include the creation of more engaging content for fans; • Create and implement an integrated promotion and communication plan for the competition.

One of the major projects of the Liga Portugal for the 2021-22 season is the consultancy project for the Sports Societies. It is Liga Portugal’s objective to start its collaboration with the clubs in order to contribute to more qualified organisational methods. The areas of intervention are vastly wide, from the improvement of conditions that create an unforgettable experience for the fan in the stadiums, the visual aspect of the game that is broadcast on TV, the infrastructure conditions for the sports professionals involved in the game and its organization, as well as creating strategies for revenue growth of the Sports Societies. All departments carry out an analysis to each Sports Society and present proposals for improvement in the areas that require intervention. The individual approach to each Sports Society will allow a better monitoring and greater efficiency in the development of the Portuguese Professional Football structures. It is therefore the objective of the Liga Portugal departments to convey their best organisational practices to their associates and to guide them towards the proposed goals of this project. The more professional all our Sports Societies are, the stronger the industry will become.

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

10. Consultancy to the Liga Portugal Sports Societies

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6.2 SPECIFIC PROJECTS AND ACTIVITIES BY DEPARTMENT

FINANCial DEPARTMENT

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

This department is responsible for a wide range of administrative and financial functions in Liga Portugal, including a set of specific and transversal activities for the 2021-22 sports season. The financial and administrative monitoring of the entire organisation and Sports Societies is one of the pillars of this department, always based on the sharing of relevant information.

The Activity Plan is the predictive structuring document that contains all the objectives and strategies of the organisation. In a clear sign of aggregation and responsibility, the various departments will develop their activity plan, reflected in the budget available for the season, which, once approved, is subject to a thorough, careful, and intervening scrutiny by the Financial Department. As previously mentioned, the responsibility of each department for its budget, under centralized control, will allow, in a prudent, efficient, and timely manner, to verify budget deviations, identify potential amendments and permanently understand the evolution of the budget approved by the General Assembly of its members. The planning phase will take place from March to May 2022, with financial control being carried out on the 8th of each month, followed by notifying the remaining departments of potential variations, so that contingency/ reorganisation plans are immediately activated.

1.2 Administrative and Financial Monitoring In a transversal way, and through a wide array of activities, the Financial Department will ensure the normal functioning of the administrative and financial areas of Liga Portugal, namely: • Ensure all the accounting procedures of all documents on a daily basis, allowing for the monthly closing on the 6th day of each month; • Analyse the variations in cash-flow needs www.ligaportugal.pt

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and resources on a monthly basis, keeping the treasury budget updated and aligned with the current needs of Liga Portugal; • Carry out the budgetary control, by cost centre and project, with quarterly monitoring of the statement of accounts, whose reports will be submitted biannually to Liga Portugal’s Board; • Prepare the annual financial statements in accordance with the accounting standards in force, reflecting in a transparent way the existing financial situation by drawing up the organisation’s Annual Report and Accounts.

1.3 Infrastructure Fund for Liga Portugal 2 Liga Portugal, in partnership with the Sports Societies, in order to find solutions to improve the sports venues so that the spectacle inherent to this industry is increasingly appealing and valued by its various agents, including its fans and those directly involved. The development of talent, in an increasingly competitive market, requires the continuous improvement of infrastructures. In this sense, Liga Portugal will continue its aid program to Sports Societies for a better condition of their infrastructures for the valorisation of our industry. This financial support/fund comes from the statutes of Liga Portugal and derives from the positive results expected from the commercialisation of Liga Portugal's professional competitions.

1.4 Competitions Licensing Manual

In conjunction with the Sports Societies participating in the Competition, Financial and Legal Working Groups, Liga Portugal has conveyed the Licensing Manual for the Professional Competitions. This manual brings together various licensing criteria and provides a deadline for submitting them as well as the respective administrative measures for those wishing to apply for professional competitions. In this context, the Financial Department, with the support of the Legal Department, will analyse all the documentation submitted by the Sports Societies, at the beginning of the sports season, relating to the compliance with the different criteria, and the department will also be responsible for the monitoring of all the information and preparation of all charts and reports to be provided to the Audit Commission. This will include the receiving and analysis of the reports and accounts of the Sports Societies, as well as the monitoring of the Sports Societies’ economic and financial sustainability programme. The aim of this programme is to rationalise spending in relation to revenues and to list objective targets for the ratios that Sports Societies will have to meet, with a view to balance the industry, in general, and the Sports Societies, in particular.

1.5 Totonegócio This procedure, which began in 1997, was included once again as a topic in the Financial Working Group of the last season. The Sports Societies have once again addressed it by following its evolution in what concerns the second stages of the

process. This approach of sharing and assimilation of information coupled with the complexity and significance of the subject had "renewed" its analysis and monitoring in the Working Group for the 2021-22 season.

1.6 Liga Portugal Infrastructure Management Today, and facing a new paradigm, there is an urgent need to renovate and upgrade the current headquarters facilities, built in 1999, in order for us to meet the current needs both in terms of human resources, as well as the functional and operational areas. Following the renovation of the headquarters building, which began in the 2018-19 season, its remodeling will continue to be carried out in a very thorough manner, thus allowing the improvement of its staff’s working conditions. Solving the latent shortage of space and placing a buildable parking area at the disposal of the needs of growth and organic development at Liga Portugal is a priority for its Executive Board. In 2021-22, it will continue to be carried out the work regarding the cost-benefit analysis, implementation strategy and project finance for the new building, in order to build new facilities for Liga Portugal, which will allow for an increase capacity, improvement of the working conditions of the staff and generate revenue. The Financial Department will be responsible for the implementation of this project, as well as for the management of the existent infrastructures, ensuring the improvement and maintenance of the main headquarters facilities.

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

1.1 Activity Plan and Budget Control

The continuity of the internal training programme for Liga Portugal employees is planned to continue in 2021-22. The development of Training Projects has become an integral part of the global Liga Portugal strategy, from the growth and expansion perspective that enables the enhancement of individual and organisational flexibility and adaptability. Through the Liga Portugal’s internal resources, we intend to continue the internal training programmes, which foster the sharing of knowledge and good practices with the rest of the staff. This way, the programme aims to create synergies, generate value, and share knowledge and good practices with all team members. The Training Programme was developed under de following assumptions: • Compliance with legal training requirements; • In accordance with the survey of training needs for the 2021-22 season; • Effective assurance of knowledgesharing and increased skills of Liga Portugal's human resources. During the season, the 2021-22 external training programme will be coordinated and launched with a view to addressing skills that are not developed internally.

is to increase and nurture talent, professionalism, and aggregation, as well as to assess all Liga Portugal employees and improve their competences, thus adding value to the organisation.

ÉPOCA 2021-22 2021-22 SEASON| |PLANO ACTIVITY DEPLAN ATIVIDADES AND BUDGET

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

1.7 Training Programme 2021-22

1.8 Performance Management and Evaluation System (SGAD) Liga Portugal intends to continue the implementation of the Evaluation System based on the best international practices in human resources management. The objective of this system www.ligaportugal.pt

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PLANNING AND MANAGEMENT CONTROL Department This new department will be the basis for creation, analysis and sharing of information that is relevant to its management and will be responsible for a set of specific and transversal activities for the 2021-22 sports season.

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With the objective of increasing the professionalisation of the sector, Liga Portugal seeks to organise and regulate information, from the perspective of an industry that generates wealth and continuous development. This information is made available so that all individuals can use and incorporate it in defining their strategies. We intend to continue developing initiatives that demonstrate the importance and economic value of the Portuguese Professional Football, through the analysis and awareness of the economic activity, showing that this should be approach by the sports societies managing boards and by the consumer itself, in the same way as other industries. It is essential to continue to support the Liga Portugal and Sports Societies’ activities. Under the development of the Strategic Planning, Liga Portugal works as a promoter of highly relevant information regarding the Professional Football industry, basing it on a strategic partnership established with the consultancy firm EY. This partnership provides for the development of the annual report with the drafting of the 5th Edition of the Portuguese Professional Football Yearbook 2020-21. Another report currently being implemented is the Portuguese Football Consumer Profile Study. A better understanding of the football consumer, as a starting point, is essential for the development of precise and more effective marketing campaigns, allowing the economic value of revenue drivers to be enhanced and the sponsor portfolio www.ligaportugal.pt

to be improved through the creation of value that is more suited to the profile of the fans. It is expected to be a groundbreaking stage in Portuguese football, that is essential, both nationally and internationally, which will then foster more information for the development of Liga Portugal's internationalisation plan. Liga Portugal also intends to develop a Study on the Brand Image of Liga Portugal. The development of this analysis aims to assess how the organisation is perceived by its main stakeholders, by evaluating the positioning of the institution and planning strategies that promote the brands associated with the Portuguese Professional Football. The implementation of collective actions adapted to a better performance by the Sports Societies is essential for their development, and therefore, studies will be carried out on this matter. The development of these documents represents a vital tool for the growth and development of the Professional Football industry.

2.2 Development and Monitoring of new Revenue Sources In the development of its activity, Liga Portugal seeks to maintain the conceptual and business development of the areas already defined. In addition, it is essential to expand and increase its sources of revenue. For each of the new strategic areas, strategies will be developed for their implementation, complemented by the development of a feasible and measurable business plan, in order to assess the financial capacity of each of these new

business areas. This way, we will seek to expand and optimise funding sources and thus strengthen the financial position of Liga Portugal.

2.3 Management Control Towards the definition and implementation of a long-term Strategic Plan, it is necessary to align the activity plans of each sports season, drawn up annually, in order to achieve all the objectives and strategies defined for the organisation, in accordance with the needs of its Members. At the same time, Liga Portugal has autonomised some of its activities, as is the case of its social responsibility sections, which are under the scope of the Fundação do Futebol, and the property management which is developed by ViaCastilho. Therefore, it is necessary to supervise all the activities, so that the consolidation of results and actions taken, contribute to the pursuit of common and transversal objectives and goals. 2021-22 SEASON | ACTIVITY PLAN AND BUDGET

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2STRATEGIC

2.1 development of studies

COMPETITIONS 2021-22 SEASON | ACTIVITY PLAN AND BUDGET

DEPARTMENT

The core business of Liga Portugal is to ensure the organisation of professional football competitions in Portugal. The constant monitoring and analysis of national and international competitions is one of the main pillars that greatly contribute to making competitive frameworks adjusted and integrated into the scope of national football, thus ensuring and contributing to the implementation of more sustainable competitive models adapted to the national reality. This department works in close coordination with the Sports Societies and other entities involved in game organisation in order to ensure that competitions and the match operations run smoothly and in full compliance with the applicable regulatory standards. The planning, throughout the season, is taken in a 360º scope, aligning and aggregating the Sports Societies, security forces, city halls, television operators, among other stakeholders. This department brings together several areas and works in close and full articulation with all other departments of Liga Portugal.

The starting point of each competition begins with the organisation of its sports calendar, which is an essential part of the planning for every sports season. The sports calendar begins to be prepared and designed beforehand and is based on the international guidelines, i.e. the international sports calendar. In the preparation of the sporting calendar, the Permanent Commission for Calendars, in close coordination with the Portuguese Football Federation and with all the Sports Societies, are involved in the first evaluation. The Permanent Commission for Calendars is a committee created and comprised by the Sports Societies that are part of the Liga Portugal Board, nominated each season, also with the television operators being invited to participate. The active participation of the Permanent Commission for Calendars, throughout the season, allows an integrated prior assessment of the applicable regulatory standards and, consequently, a more balanced proposal for match scheduling. It is also responsible for arranging the conditions for the sports calendar, allowing the defence of interests of all Sports Societies, specifically those that protect the image of Portuguese football in international terms.

3.2 Preparation for the New Sports Season The preparation of each sports season takes place beforehand the www.ligaportugal.pt

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season in progress. The Working Groups, which meet up throughout the season, present inputs and guidelines that lead to proposals for regulatory changes and procedural improvements for implementation in the new sports season. The continuous and increasingly expanded focus on training also integrates the preparation of each season, since all individuals directly linked to the match organisation need to develop preparation courses in order to make the respective registrations. We are talking about Field Directors, Security, Press, Supporter Liaison Officers, among others. Only with better human resources will we be able to have a more organised competition, that allows to face the daily challenges that the competition itself increasingly demands. In this context, the articulation with the Talent Business Center is essential. The relationship and collaboration with partners such as the AMEF are also reinforced by the implementation of joint meetings with the Medical Departments in order to prepare the sports season. The COVID-19 pandemic challenged all the medical departments in professional football, and we can say that all of them were up to the task as a result of their active and integrated participation, guided by the consultant from Liga Portugal, who allowed for the sharing of information. Another important partner of ours is the ANTF, an entity that collaborates with the Liga Portugal in order to allow football coaches to have an active voice in defending professional football. Other issues such as indications and preparation of all equipment logistics,

distribution of match balls, issuing of accreditation and sharing of official documents is handled by this area in full and close coordination with all necessary internal and external entities.

3.3 Sports Monitoring 2021-22 Match organisation needs a weekly and permanent follow-up to manage situations that occur along the matchdays. The daily and permanent contact with the Sports Societies raises the challenge of creating, improving and adjusting documents that allow an exchange of information in a fast, effective, clear and professional way. This is the only way to ensure that all actions, activations, exchange of verification and control models and all other issues that require coordination are dealt with assertively. The Match Center of Liga Portugal is in this context, on match days, a very important tool because it allows to ensure the monitoring of all sports professionals who are involved in the organisation of the game. On the other hand, all statistical data related to the competitions is monitored, which is essential information to support all the digital platforms of Liga Portugal. Whenever possible, monitoring is done on the field to provide greater assistance to the Sports Societies.

3.4 Technical Inspection Committee (CTV) Liga Portugal has been making a big investment in the development of the

Technical Inspection Committee that, among other functions, throughout the sports season, monitors the pitches and infrastructures of the professional competitions. This committee is also available and at the service of the Sports Societies for infrastructural issues that may arise during the sports season. On the other hand, it examines the conditions of football pitches, which in case of noncompliance with the minimum requirements, may be prevented from being used. This Technical Committee was involved in the preparation of the infrastructure manual, which provides information on best practices and guidelines for the enhancement and improvement of infrastructures.

3.5 Stadium Licensing Among the functions to be developed by the Technical Inspection Committee (CTV) we highlight the licensing of stadiums which, following the best international practices, it ensures that sports infrastructures have all the legal and regulatory requirements necessary for professional competitions. CTV's challenge is becoming more demanding because the protection of the competition's image is a mandatory value that we have to consider. The entire licensing procedure is set out in a specific manual and is properly articulated with the other assumptions related to the licensing of clubs that participate in professional competitions.

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3.1 Match Scheduling and Sports Calendar

Football pitches are the stage for Portuguese Professional Football artists to show all their Talent. Throughout the season, there is a permanent monitoring of the pitches that aims to provide guidance to reduce asymmetries in the playing fields between the various stadiums and provide the best conditions for the sporting spectacle. The goal is to enhance the competition, to value its assets, and this is the best way to promote football and the football industry, within the stage where it is played: the pitch. The quality of the turf is the major visual aspect of each match, so it essential to have a reinforced care, which ultimately led CTV to invest in the specific area of football pitches. Within the regulatory framework, it is Liga Portugal’s responsibility to monitor the condition of the pitches, under the terms foreseen in the football under the terms foreseen in the football pitch guidelines, a manual that aims to provide clear guidance on best practices to ensure good turf condition. Therefore, the Match Centre ranks the conditions of the pitches on each match day, which is also carried out by the refereeing teams and the League delegates. This ranking system aims to reward, at the end of the season, the best football pitches according to the criteria set out in the aforementioned manual. This CTV specific area also issues opinions and guidelines that are sent to Sports Societies regarding the

maintenance of their turfs. The Licensing Manual includes specific guidelines on procedures and turf evaluations to ensure that the stadiums of professional competitions meet all regulatory requirements and have all the conditions for football practice, thus ensuring the enhancement of the competition's image.

3.7 Workshop with the Liga 3 Sports Societies Each season, a set of specifications is presented to the clubs in Liga 3 in order for them to comply with the mandatory rules and guidelines, in case they secure access to professional football competitions. In addition to the infrastructural requirements, the specifications include further relevant requirements such as financial, legal and marketing criteria. This early training, in joint coordination with the Portuguese Football Federation, allows to give the proper knowledge on the development of professional competitions and have a first approach with a view to streamlining the licensing process of stadiums.

3.8 DELEGATES PROJECT The Delegates project has been one of core tasks of the Liga Portugal Board, since these sports professionals represent the Liga in each game and are considered the fourth team on the pitch. The performance of these agents is very important and contributes greatly to the increasingly professionalised growth of professional football, which is why a

large investment is made in the training, recruitment and evaluation of these professionals. Their main responsibility is to facilitate interaction between the various agents that are part of the organisation of the game: field director, security director, security forces chief, squads, refereeing team, anti-doping team, media, among others; ensure the legal conditions and required by regulation for the kick-off of the game; arrange the preparatory meeting for each game; report to the Liga all the information provided and relevant, along with other documentation of the game. In order to ensure total clearness in the process, a computer platform was created, the SAND platform (Support System for Appointment of Delegates) which provides a description and record of each delegate, which helps in the selection to ensure less intervention for greater balance and consistency in the choice of delegates, and all actions taken on this platform are duly recorded and warranted. Throughout the sports season, the Liga Portugal delegates are subject to a continuous assessment, by following the guidelines issued by Liga Portugal and based on external consultants to ensure greater quality and credibility in the process. In order to provide greater consistency to the preparation and evaluation project, a mentoring program was created, which consists of a permanent follow-up between evaluators and trainees. With this project, we intend those evaluators and trainees feel that they are being permanently followed-up and that the training project meets the

most demanding needs that are felt. At the end of the season, a list of delegates is created, that consists of the evaluation for all delegates, which will then determine their promotion or relegation. In 2021, integrated in the Recruitment and Training Plan, Liga Portugal opened the institution's preparation course for Game Delegates. The Delegate preparation course allows participants to be more prepared to be candidates for the Liga Portugal Delegate team. This is something that we intend to develop and maintain through the Talent Business Center, since professionalisation will continue to be our main objective.

3.9 Refereeing and Video Assistant Referee Liga Portugal articulates with the Refereeing Board of the Portuguese Football Federation, all the necessary information and logistics to ensure the operation of this sector. In every season, articulation meetings are held in order to have a greater monitoring, under regulatory terms, of VAR and all the logistics inherent to the refereeing teams.

3.10 Analysis of Competitive Models for the Competitions The analysis and evolution of national and international competitive frameworks is something that is constantly examined in close coordination with national and international entities. The objective is to ensure greater www.ligaportugal.pt

competitiveness of Portuguese teams while always safeguarding domestic competitions. Throughout the season, international information and guidelines will be analysed and followed to assess the ongoing national and international developments.

warning whether the regulatory deadlines are being complied or not. This is a platform that will ensure continuity in the dematerialisation process that began with the implementation of the e-Liga. .

3.11 Infrastructures Portal The infrastructures portal is a tool that will ensure that all licensing of stadiums will be carried out using through a complete dematerialisation process. All reports and documentation will be made available and evaluated in an intuitive and easy-to-use platform. All information collected on this portal will be imported into the Stadium Technical Sheet and other digital platforms of the Liga. It should be noted that the licensing manual will dictate all deadlines managing the portal and that the inspections will take place in physical format always and exclusively using digital platforms.

3.12 Clubs Portal Still under development, this portal will allow a more efficient contact with the sports societies, agents, referees and delegates. This tool will allow Liga Portugal to issue and receive all the information and game organisation sheets in a secure way, facilitating its access and verification. The objective is to create a global platform where all information is shared and analysed. It is intended to be an interactive portal for notifying and www.ligaportugal.pt

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3.6 Improvement of Football Pitches Conditions

legal 2021-22 SEASON | ACTIVITY PLAN AND BUDGET

DEPARTMENT

The Legal area focus its activity on the interpretation and application of regulations, as well as the preparation of proposals for their revision; on the monitoring and endorsement of legal actions; on the drafting and analysis of employment contracts, provision of services, sponsorships, and others; on the issuance of reports, rulings, and responses to consultations, whenever solicited, among other activities. This area has the key role of ensuring that the organisation of competitions takes place in strict compliance with the guidelines of Liga Portugal and the legal regulatory norms that govern them, while contributing to the management of relationships with, and between, Sports Societies and the numerous entities and organisations related to football and its agents. Therefore, it is a sector responsible for the regulatory integrity, acting preventively and in a way that supervises the rules that govern the activity, serving, additionally, as a driving force behind the process of adapting regulations to the requirements of competitive models and the promotion of the competitions. www.ligaportugal.pt

The main activities of this area for the 2021-22 season will be as follows: • Negotiation of collective labour contracts with entities such as the Union of Professional Football Players and the National Association of Football Coaches, among others; • Consultation and legal support to legal bodies, as well as other departments and members throughout the season; • Respond to all types of notifications and requests from courts, enforcement agents, Judicial Police, Public Security Police, National Republican Guard, Tax Authority, Social Security and other public authorities and entities; • Handling of legal proceedings, throughout the sports season; • Internal support of legal proceedings in which Liga Portugal takes part; • Monitoring and upgrade of the protocols signed by Liga Portugal and the various partner entities; • Assistance to the General Assemblies of the Liga Portugal; • Regulatory Amendments, Statutes, General Regulations and Official Communication No. 1 (CO1); • Monitoring of legislative amendments; • Intellectual Property Protection Committee (fight against piracy); • Management of the cooperation partnership between entities, such as the Foreigners and Borders Service, the Portuguese Football Federation and the Players Union, Social Security and the Tax Authority.

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4.2 Regulatory Amendments The proposals to amend the Competitions, Disciplinary, and Refereeing Regulations of the competitions organised by Liga Portugal will be drafted in collaboration with the other departments, the Sports Societies member of the Regulatory Working Group, and other entities invited to contribute to these procedures. It is also important to point out the work that will be developed in the Working Groups, created with the purpose of contemplating the real needs of this sector and the Sports Societies in the regulatory changes. This department will be responsible for coordinating the work and meetings of the Legal Working Group, in order to ensure that useful conclusions for the promotion and growth of Professional Football in Portugal are presented at the Annual Journeys. It should be noted, in this regard, that the proposals that the department prepares with the working group for regulations will be submitted to the Board of the Liga Portugal for voting by the associated Sports Societies at a General Meeting.

4.3 Legal Monitoring and Participation in Legislative Amendments Continuous analysis of the upcoming and in-force legislation, on which it issues opinions and proposals for alteration (contributions) or amendments, with a view to ensuring that the legislation is constantly adapted to professional competitions. From a comparative law perspective, monitoring the regulatory changes of other Leagues, namely within

the context of the European Leagues, in order to ensure that Liga Portugal adapts its regulations and processes to the best practices of its counterparts. The supervision made by partner entities of Liga Portugal - such as the Union of Professional Football Players, the National Association of Football Coaches, the Portuguese Football Federation, and the Secretary of State for Youth and Sports - with which Liga Portugal maintains close links and common goals, throughout the whole season. For this purpose, it conceives and sets out the position of Liga Portugal, analysing documents and projects whilst providing proposals and contributions to the work of these entities.

4.4 Football Integrity Unit The Football Integrity Unit will maintain its operation in close collaboration with the Sports Societies, the Secretary of State for Youth and Sports, the Portuguese Football Federation, the Union of Professional Players, the Portuguese Association of Football Referees, UEFA, FIFA, LaLiga, as well as the Judiciary Police, the Public Prosecution Office, the Santa Casa da Misericórdia, Bookmakers, Interpol and world agencies. The ‘Football Integrity’ program contains a set of actions aimed at countering possible acts of corruption (Match fixing). This sector will be responsible for preventing and supervising possible match-fixing phenomena, monitoring international reports, controlling compliance with the principles of

financial and sports integrity, and overseeing transfers. To this end - and giving continuity to the project - the improvement of knowledge, training of new instructors, and development of teaching materials will be promoted. Through the Match Center, the department will provide support in all matchdays of the professional competitions, regarding integrity issues in competitions held under the aegis of Liga Portugal.

4.5 Intellectual Property Protection Committee Given the importance identified by the Sports Societies regarding the fight against the violation of intellectual property rights, a team responsible for the implementation, execution, and maintenance of this project will be created on four main areas: • Product counterfeiting; • Misuse of trademarks and other distinctive commercial features; • Television broadcasts; • Protection of Liga Portugal and Sports Societies’ merchandising. For this purpose, this department will carry out the development of procedures and a complaint platform to be used by the Sports Societies and individuals. Legal support may be prejudicial or judicial, in particular with the creation of extrajudicial interpellation drafts, denunciation to the Public Prosecution Office, private accusation, and other documents necessary to tackle piracy. This project includes Liga Portugal, the Sports Societies, ASAE, the Judiciary Police, as well as National and

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4.1 Monitoring of Protocols, Contracts, and Legal Situations

International Organisations fighting piracy and counterfeiting. This project also has the direct support of the National Institute of Industrial Property.

4.6 Joint Arbitration Committee

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The Legal Department will be responsible for the management and administrative support to the members of the Joint Arbitration Committee (CAP), particularly the treatment of files received and dispatched, the instruction of proceedings, and notifications of orders and decisions. This department will also be in charge of organising the entire CAP archives.

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Contract Registration DEPARTMENT ÉPOCA 2021-22 2021-22 SEASON| |PLANO ACTIVITY DEPLAN ATIVIDADES AND BUDGET

This area is responsible for all the procedures associated with contract registration of the various sports agents of the Professional Football in Portugal.

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Its primary function is to receive, analyse, and register employment contracts of players and coaches, any changes to their clauses - and their termination - temporary concessions and revocations of these, as well as the registration and licensing of these players, coaches, and other sports agents in professional competitions. The main stages concerning the registration of contracts and players, for the 2021-22 season, which are closely monitored by this Department, will take place in the following periods: • 1st Registration Period - July and August 2021; • 2nd Registration Period - January 2022; Besides the periods above-mentioned, there are also the following regulatory exceptions that also allow the request for registration and enrolment of: • "unemployed players" - who can arrive until the last day of February 2022; • players replacing other players registered and included in the squad due to: death of a player, serious injury of goalkeeper or his substitute, serious injury of a player at the service of his national team - which may occur throughout the sports season; • academy players who have represented the club in the last two seasons, who are allowed to enrol throughout the sports season. This way, the validations to be made will depend on the issuance of the files by the Sporting Societies, with all the documentation required by the regulations, and within the established www.ligaportugal.pt

deadline, and will also control the maximum limit of players to be enrolled per squad, under the regulatory terms. The enrolment of players, coaches and other sports professionals are carried out exclusively through the Transfer digital platform.

5.2 Salary Compliance for Players This consists in the monitoring of the salary compliance by the Sports Societies to players and coaches, within the four periods defined by the regulations. Allow the assessment of whether the Sports Societies are complying with the aforementioned assumptions under the regulatory terms, namely the Liga Portugal's Competitions and Disciplinary Regulations, at the risk of being penalised/sanctioned.

contracts of the different sports professionals in Liga Portugal, and that allowed to transfer a physical treatment into an exclusively online and safe digital process. • In 2017-18, the platform replaced, once and for all, the registration and enrolment of players in person. • From the 2018-19 sports season onwards, the aforementioned platform has also definitively replaced the registration and enrolment of members of technical staffs, medical departments and other sports professionals in person. With a view to continuous improvement of the platform, during the sports season, by Liga Portugal, or upon request of the Sports Societies, instruction sessions may be held to clarify questions, receive inputs and involve the various people responsible for the use of this tool.

5.3 Competitions Licensing Manual The Registration Department will collaborate with the Financial Department on the analysis of the documentation delivered by the Sports Societies regarding the Competitions Licensing Manual, namely all documentation related to salary compliance of players and coaches. The non-compliance with the aforementioned assumption will result in penalty/sanction.

5.4 Transfer Platform It is the Clubs' portal, integrated in the technological ecosystem of Liga Portugal, with the main goal of promoting the modernisation of the whole process of registration and enrolment of employment

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5.1 Registration of Contracts, Players and other Sports Agents

CREATIVITY BOX

MARKETING • Events & Marketing Operations • Brand Management • Operational Promotion • Internal Marketing

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Liga Portugal has been asserting itself as a key player in the promotion and enhancement of its professional competitions, both at national and international level. Keeping its core business the organisation of competitions, a wide range of new tasks and functionalities have been developed in order to comply with the goals set out in its statutes, which include the general guidelines for the promotion, increase in value, and profitability of professional competitions Therefore, several new functional areas were developed, resulting in a large area of operation, designated Liga Portugal Creativity Box. This sector is split into two large sub-areas, which naturally contribute towards the same objectives, but that are concerned with the performance of tasks of a different nature, such as:

information between teams. There is clearly a positive relationship between internal communication and corporate effectiveness. Thus, Liga Portugal has defined a functional and organisational area that is fundamental to increase the brand awareness of Liga Portugal and COMMERCIAL AND SPONSORS • Commercial Area • Sponsorship Management

its competitions, as well as finding new sources of revenue. The Creative Box Department is hence one of the vital cross-sectional support areas of Liga Portugal and aims to develop actions to increase the penetration and promotion of Liga Portugal among its stakeholders,

particularly with the Sports Societies and the football fans. This operational sector is therefore divided into two major strategic branches, each aggregating four major areas of action and operational focus.

STRATEGIC COMMUNICATION

DIGITAL 360º • Digital Strategy • Digital Ecosystem Development • Digital Applications Management • Digital Content Management

• Communication Strategic Planning • Public Relations • Relationship with Stakeholders • Crisis Management • Content Creation

MARKETING, COMMERCIAL & BUSINESS DEVELOPMENT

CONTENT & MEDIA

MARKETING, COMMERCIAL & BUSINESS DEVELOPMENT – Tasks of a more operational nature, ensuring the execution of operational marketing actions, events, among others; actions focused on the financing of Liga Portugal; and where tasks related to the development of new areas of business, research and information are developed. CONTENT & MEDIA – With the responsibility of managing the communication and positioning of Liga Portugal and its competitions, strategically defining its strategies of communication, as well as target audiences; the development of the entire digital strategy, both in terms of its platforms and communication plan, is also the division’s responsibility.

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OFFICIAL PRODUCTS • Official Products

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BUSINESS DEVELOPMENT • Business Development • Business Intelligence • Consultancy • Internationalisation

MEDIA • • • • •

Media Management Content Creation Press Media Monitoring Events

AMBASSADORS • Establish the Action Plan • Implementation of Projects

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Technological advances have led to profound global changes, especially regarding marketing, organisation and communication with football fans. The purpose of this organisational innovation is to increase the fluidity of communication and sharing of

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In the last years, Liga Portugal has guided its performance, both in the area of operational marketing and in the way it communicates and positions itself, through specific and strategically defining initiatives. As a result, the promotion of Liga Portugal aims to increase visibility, promote its competitions and products, and create engagement with fans, partners, and Sports Societies. The promotion made through campaigns strengthens the Liga Portugal brand, its positioning and the competitions in an integrated and consistent way under the guidelines defined by the organisation.

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Marketing, ComMercial & Business Development

This area is responsible for marketing operations, events and brand initiatives, among others. It is also responsible for ensuring the presentation of Liga Portugal’s own marketing actions, as well as those defined with its partners and sponsors. The Marketing Department also carries out - in an integrated manner - the management of the brand, marketing materials, signage, and Liga Portugal’s outdoor media, while supporting the remaining areas in related operational issues. Many of the activities managed and organised by this area will be included in the transversal projects, as it ends up acting as a support or coordinating department in other crucial areas for the implementation of Liga Portugal activities. As clubs in Liga Portugal steadily grow in popularity, due to an increase in the number of projects and tasks performed by each employee, as well as their professionalisation, this area also provides support to the staff in internal marketing and, communication areas, and maintaining high levels of team morale.

DEPARTMENT

6.1 Liga Portugal's Match Ball Reveal CAMPAIGN

In the 2021-22 season, Liga Portugal's professional competitions enter the third year of its partnership with the Select brand, a Danish company that supplies several professional leagues and European and American divisions, arriving in our country through an agreement with Liga Portugal. The Select Brillant Super TB was presented as the official match ball of the professional competitions of Liga Portugal until 2023. This season, a campaign will be carried out to promote the new ball of the Liga Portugal competitions for the 2021-22 season, allowing the promotion of the official match ball with a strategically defined positioning in order to raise awareness among fans, various sports professionals and stakeholders.

6.2 Marketing and Promotional Materials The Marketing team is responsible for the development of all marketing and promotional materials supporting www.ligaportugal.pt

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the various actions and departments of Liga Portugal, namely, presentations, guidelines, brand architecture, templates, brochures, digital promotion content, signage, outdoor media and decoration, gifts and souvenirs. Liga Portugal has framed an annual publishing plan, which will be printed or developed digitally, according to the targets and communication plan defined.

6.5 Periodic Institutional Promotional Events

6.3 Monthly and Annual Awards

6.6 'O Ligas' MASCOT

The concept of monthly and annual awards has been a successful bet by Liga Portugal to nurture and reward Talent, enhancing the best among the best, and aggregating the various Liga Portugal stakeholders. This asset has generated value through marketing initiatives alongside its sponsors and/or by boosting the communication methods and positioning of Liga Portugal. This concept will be replicated every season under the same format.

Since being introduced at the Allianz CUP Final Four in January 2019, "O Ligas", the official mascot of Liga Portugal, has been gaining its foothold in Portuguese football. The mascot, whenever possible, is present in the great stages of professional football and is already recognised by the general public all over the country. In 2021-22, O Ligas will be frequently present at the stadiums, being a familiar mascot that is increasingly popular among younger audiences. Liga Portugal will keep developing its mascot in a promotional and communication point of view, also by investing in digital content and developing products associated with the image of “O Ligas”.

6.4 Charm Campaigns This activity consists in the development of an active policy of networking and proximity with the various stakeholders, providing premium experiences for our partners and Governing Bodies. These actions should provide moments of aggregation, create strong and lasting relationships between Liga Portugal and its partners, so that they feel identified with the values of the organisation.

Develop promotional actions within strategic events throughout the sports season, namely: • Christmas - December; • World Children's Day - June 1 • International Women’s Day - March 8; • Father’s Day - March 19; • Mother’s Day - First Sunday of May;

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MARKETING AREA

Internal marketing is increasingly found in large companies as a powerful tool for unity, aggregation and resultant satisfaction and productivity of its human resources, which will eventually favour the company. Liga Portugal has long shared, practiced and valued all actions designed for the benefit of its employees, making their welfare a priority.

6.7 Team Building

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It is irrefutable that employees spend more time with their co-workers than with their own families. Even more so in an industry as demanding as football. In order to triumph as one, Team Building activities emerge as an effective way of ensuring better communication and interactivity between work groups. Leisure activities help strengthening relationships between workers, boosting team spirit and mutual help, ensuring, at the same time, rapid and effective problem solving of internal matters. Therefore, the values of Liga Portugal, whose employees are its most important asset, are then reinforced.

6.8 COMMEMORATIVE DATES There are dates and traditions that should not be forgotten. Events that, when celebrated, promote a healthy work environment. Liga Portugal celebrates dates such as International Thank-You Day, Easter, it organizes Christmas events for employees and their children, Children's Day, Three and World Food Day. We also do not forget the Saint Martin festivities, as well as all the employees, Liga Portugal and Fundação do Futebol

birthdays. At every end of the sports season, there is also a special dinner for all employees, always wanting to strengthen friendship between those who share a common goal: success for professional championships.

6.9 CHRISTMAS PARTIES Christmas is a season dedicated to family, respect, help and solidarity. Liga Portugal celebrates the Christmas season with joy and glee by holding an official dinner for all corporate bodies and employees, also presenting their children with the Kids Christmas party, where there is no shortage of gifts, sweets and treats. December is an intense and warmhearted month, with the traditional Secret Santa, a game in which souvenirs are exchanged, in yet another important aggregating, sharing and harmony moment.

6.10 Liga Ambiente In collaboration with the ‘Fundação do Futebol - Liga Portugal’, and continuing a project launched last season, Liga Ambiente (Environmental Liga) is a transversal project in Liga Portugal. The objective is permanent and constant: to make employees aware of the importance of recycling and other good practices aimed at saving energy, reducing waste, reusing materials, recycling and separating waste. Promoting internal behaviours that ensure environmental improvement and inherent quality of life is a key point of Liga Portugal, which is aware of the importance of natural resources and their vital preservation.

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INTERNAL MARKETING

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This area is responsible for the ongoing management of sponsorships and partners, including, among its activities, the operational and strategic planning, sponsorship accompaniment, analysis of returns and added value of sponsorships, as well as ensuring the execution of contracts. It also conducts all the conceptual and operational activity with a view to developing new commercial properties, expanding and optimising the sources of revenue of Liga Portugal, reinforcing, through the development of its commercial activity, the financial position of Liga Portugal.

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6.11 Governance model for sponsorships and partners

The management of sponsors and partners is crucial for the strengthning of existing ties and for the ongoing sharing of the organisation’s values with the various stakeholders. It is crucial that the relationship with sponsors, which extends over long periods of time, is productive, creating a win-win relationship for both parties. The atypical context that we all experienced in the 2020-21 sports season presented us challenges never seen before, with regard to managing the connection with our partners and sponsors. Overcoming these challenges, keeping the business relationships with our stakeholders intact, was only possible due to the close relationship with all of them. In the sponsorship management model, some fundamental aspects are defined for the development of this proximity policy: permanent operational monitoring, periodic meetings with all www.ligaportugal.pt

partners, with a previously established periodicity, and monthly monitoring reports.

6.12 Monitoring the Return of the Investment made by Sponsors and Partners Monitoring the impacts of the commercial and promotional activity of the competitions and their partners is one of the priorities of Liga Portugal. Throughout the whole season, the monitoring regarding the commercial and promotional impacts of the competitions and its Sponsors will be carried out under the following means: • Return and performance analysis of competitions and properties on Media and Digital Channels, for all competitions, including eSports competitions. • Measuring the main return impacts of the Liga Portugal Events. The presentation of the results of each partner’s investment and the demonstration of the value it has added to the brand, as well as the sharing of detailed reports on how the commitments made have been met, including key numbers, offline and online monitoring is fundamental for an efficient sponsorship management. We highlight the emphasis on return analysis, particularly with regard to digital properties and content, developed in partnership with our sponsors. This is an area with growing activation interest from partners and potential partners. Throughout the sports season, regular meetings will be scheduled in order to share all this information, according to the governance model defined by category of www.ligaportugal.pt

sponsor/partner.

6.13 Charm Campaigns with Sponsors and Partners During the season, there will be permanent operational monitoring in Liga Portugal matches and events and/ or brand initiatives. In addition to this follow-up, it is planned for meetings to be held with sponsors and partners in order to provide moments of aggregation and involvement with these stakeholders. These meetings will happen, presumably, at two different occasions: • Partners Day I - Final Four Allianz Cup – This is intended to be a briefing moment of the first months of the sports season, as well as the launch of the activities of the second half of the season; • Partners Day II - Conclusion of the 2021-22 season through an informal gettogether and summary session, reinforcing the existing links between Liga Portugal and its sponsors and partners.

6.14 Commercial Activity and New Business The increase in the revenues of Liga Portugal is only possible if, together with the stakeholders, we are able to develope and find new models of enhancing existing and potential assets, for the promotion of competitions in an integrated manner, including the creation of unique experiences and fan engagement initiatives. Maintaining partnerships that generate greater returns for Professional Football and increased visibility for Sports Societies, as well as the negotiation of new

businesses that reinvigorate the passion of fans for this competition; in addition to boosting visibility, new initiatives and engagement are essential for the football industry. It is urgent for the industry to look for new business drivers and through the diversification of its commercial portfolio. These are the main business activities for 2021-22: • Renegotiate active contracts that are about to expire and/or find new sponsors and/or partners; • Submit proposals, negotiate and find innovative business solutions for the list of potential sponsors and partners identified for the three competitions. 1. Final Four Allianz CUP - Extend properties and content to potential sponsors; 2. Thinking Football - Invite relevant partners, namely on the international scene; 3. Arena Liga Portugal - Find key partners to reduce the financial impact of this project for Liga Portugal; 4. eSports - Strengthen, through future partnerships, the positioning of this product for the Liga Portugal and for the Sports Societies; 5. Fundação do Futebol - Find new prominent partners for the development of the Fundação do Futebol projects; 6. Internationalisation Project - Define a protocol that allows the joint use of international offices in key markets, thus increasing the emergence of commercial proposals in foreign markets. All the dynamics of the commercial activity are based on a contact network of managed by the commercial department. The commercial approaches are developed

based on the identification of the targets to be addressed in the national and/ or international market Therefore, this area will be responsible for generating the highest number of targets possible, through several marketing strategies such as charm initiatives at the Final Four and at the Trophy delivery matches, Behind-theScenes tours to the stadiums, ticket offers, hospitality, invitations for Liga Portugal events, such as the Kick-Off, among other engagement activities. A major objective of the commercial activity will be the active network policy, making the most of relationship marketing, following the identification of potential sponsors with consequent commercial approaches, with special focus on the international market.

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COMMERCIAL and sponsorships

This will be responsible for the development, creation, and operationalisation of the Official Products of Liga Portugal. The positioning strategy is one of the main business tools. In a time of excessive competition in the global economy, in which the concept of business success is to differentiate and be unique, it makes sense for us to launch a wide range of official products, so that fans feel closer to our brand.

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6.15 Development of Liga Portugal Official Products and Licensing

Throughout the 2021-22 season, we will seek to develop a commercial and operational plan for the Official Products of the Liga Portugal in an integrated manner, studying licensing agreements and others for the development of this business area. The implementation of an operational and commercial strategy will also include the definition of the Official Products to be marketed, as well as the development of specific actions for the production and quality control of the products to be produced, in accordance with a structured marketing, promotion and communication plan throughout the season.

6.16 Development of Points of Sale Liga Portugal will continue to develop its current points of sale, such as the Online Store and the Official Store at the Allianz CUP Final Four. In parallel, in the next season, the analysis and study of new options will continue, by implementing the business model and strategy under development,

with the opening of new points of sale, namely: • Development of a new eCommerce platform; • Management and development of the new Liga Portugal Transportable Store for Liga Portugal events, in particular for the Final Four of the Allianz CUP; • Development of stalls or Liga Portugal Store shops in Shopping Malls.

6.17 Management and Operationalisation of Official Products Sales Given the evolution of this project and the ambition for its growth, Liga Portugal will seek to closely monitor the management of the marketing model and control, permanently followed-up, both in terms of revenue, and in controlling production costs and stock management. Thus, the management and development of a sales control and invoicing model for points of sale will be carried out, with real-time analysis of the main business indicators (KPI's). 2021-22 SEASON | ACTIVITY PLAN AND BUDGET

LIGA PORTUGAL OFFICIAL PRODUCTS

6.18 Liga Portugal's Merchandise and Gifts Development It includes all the merchandising aspects of the Liga Portugal with the idealisation, production and implementation of a policy for the Liga Portugal Merchandising and Gifts, which includes all stakeholders involved. These should be segmented into various categories and specified levels.

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The development, creation, and negotiation of new assets, products, and services, in order to increase the Liga Portugal supply for the generation of income, will be under the scope of the Business Development team, which will also lead a strategy of adding value to football, fostering knowledge, and contributing to the growth of the Liga Portugal brand.

6.19 New Revenue Sources

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Maintain the conceptual and business development of already identified areas. In addition, it is essential to broaden and optimise the sources of revenue, with a focus on commercial activity, which will then strengthen the financial position. Strategies will be developed for the implementation of areas that demonstrate capacity to be expanded. In this way, the sources of revenue shall be expanded and optimised, and focused on commercial activity, which will then strengthen the financial position of Liga Portugal.

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is essential for the promotion of the competitiveness and value of the Portuguese Professional Football. For Liga Portugal, internationalisation is part of a broader strategy of valorisation and competitive repositioning of Portuguese Professional Football. Liga Portugal will seek to boost the presence of foreign players playing for clubs in the Liga Portugal Bwin and Liga Portugal 2. The strategy involves a strong investment in the digital area where, among other initiatives, the creation of native content is planned to contribute to the creation of a fanbase around the world who is more connected with the Portuguese competitions.

societies, federative institutions and football fans. This knowledge and experience can be useful to promote football in expanding markets, and in this sense, Liga Portugal carries out an active commercial and advertising campaign of its professional services to be marketed in the 2021-22 season. In 2021-22, Liga Portugal will continue its collaboration with Angolan clubs with a view to implementing the Angola League. This collaboration will fulfil a longstanding desire of the Angolan clubs. Liga Portugal will provide support on strategic development issues in order to enhance Angolan football in its various areas of activity.

6.21 Development of Relationships with International Leagues and Organisations Liga Portugal expects to continue to develop an active policy of promotion and implementation of various initiatives with international Leagues and Organisations.

6.20 Internationalisation of Liga Portugal

6.22 Development of the Consulting Area of Liga Portugal

The creation of a well-structured internationalisation strategy is essential for the growth of national football, so Liga Portugal will continue to develop it in close collaboration with clubs, television operators and other stakeholders. The development and continuous implementation of an active policy of internationalisation of Liga Portugal will again be a focal point for 2021-22, with the objective of expanding the brand worldwide. Internationalisation

Liga Portugal has gained a significant amount of experience in the various areas in which it operates regarding the development of professional football, either directly or through specialised partners, which is now recognised internationally as one of the best leagues in the world in organisation and operation of its competitions. Liga Portugal has experience in the relationship with the various stakeholders of the professional football, such as sports

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BUSINESS DEVELOPMENT

CONTENT & MEDIA 2021-22 SEASON | ACTIVITY PLAN AND BUDGET

DEPARTMENT

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7.1 Content Creation

The strategic communication is designed to rethink the way in which Liga Portugal communicates internally and externally, through the actions included in the marketing and communication strategy, in order to ensure greater integration and coherence in the initiatives developed in these two areas. This sector is responsible for the Liga Portugal's strategic communication plan and its competitions and includes a public relations policy as well as content management. The overall communication plan for the 2021-22 season envisages the constant communication of the Institutional activity of Liga Portugal, highlighting the values of Credibility, Aggregation, Talent and Spectacle. In addition, it carries out an informative follow-up of our activity, as well as the activity of all the stakeholders of Liga Portugal, with special concern to information related to the Sports Societies. In this sense, information regarding Liga Portugal’s activities will be produced and organised according to its positional framework: Creates Talent. Namely, a real-time follow-up of the occurrences/ information related to the activity of the Sports Societies and sports activity in general will be carried out. A daily press review and constant monitoring of the information published in the media will continue. In addition, a close and constant contact will be maintained with the OCS in order to assessing them on the subjects and themes associated with Liga Portugal and its competitions.

A Content creation will have to follow the global communication strategy, such as macro messages, prioritisation of key themes according to the strategic and political placement of each instance, specific guidelines for each channel of communication, identification of the most relevant target audiences and an approach strategy for each one of them. It is important to guarantee and monitor the integrity and global coherence of the Liga Portugal communication at all levels, with all audiences and at all platforms and channels. The Liga Portugal overall communication strategy for the 2021-22 season predicts the creation of the following contents: • Institutional and Informative: consistently communicate the institutional activity of Liga Portugal, with the Sports Societies and the Governing Bodies, underlining the values of Credibility, Aggregation, Talent and Spectacle. An informative follow-up of the Liga Portugal activity, as well as of all the stakeholders, giving special relevance to information related to the Sports Societies; • Communication and promotional content: specific communication content associated with our competitions brands allows us to generate engagement with fans and general public; • Liga-te Magazine: bi-monthly publication dedicated to the activities of the Professional Football industry, promoter of the competitions (Liga Portugal Bwin, Liga Portugal 2 and Allianz CUP), Social Responsibility actions and campaigns of its stakeholders, special content with our Ambassadors, and content related with the ‘essence’ of Football; • Liga TV: systematic video coverage of the Liga Portugal activities, namely those related

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to the professional competitions, its protagonists, institutional activities, Social Responsibility initiatives, and actions with stakeholders; • Milestones and e-Liga STATS: highlight the milestones of the performance of the players, coaches, referees, and delegates in professional competitions, through the creation of content for social media and gifts that mark a personal achievement. Perform qualitative analysis of official statistics and milestones of Liga Portugal competitions in order to produce information with relevant interest to fans, OCS and Sports Societies; • Influencers: promote the strategy of collaboration with reference digital influencers (Youtubers, Instagrammers, Bloggers), with the purpose of producing promotional content for Liga Portugal and its competitions, aimed at new audiences and specific targets, thus fostering a closer relationship with a younger audience, which has more specific content requirements; • Creation of institutional content and operational support for all channels, events, President and Executive Board: Press Releases, Announcements, Editorials and Opinion Articles; • Media Kits: Provide the OCS with relevant statistical information on each match of our professional competitions, and at the same time, support the communication departments of the Sports Societies in their match previews, thus valuing, in an equitable way, all the games of the Liga Portugal competitions

7.2 Public Relations This area is responsible for defining and operating the charm and networking action plans, together with a group of opinion

makers identified in the strategic communication plan and the various stakeholders. A set of actions is defined for the 2021-22 season: • FuteCom: Annual strategic meeting promoted by Liga Portugal, which will target the staff and management boards who work daily in the communication, marketing and press departments of the Sports Societies; • Meetings with Media and Opinion Makers: close cooperation with media representatives and opinion makers. It foresees the debate on current affairs in the Liga Portugal and competitions with a view to improving public awareness and increasing proximity and the relationship between the press and the Liga Portugal; • Official representations at events, award ceremonies, galas and matches: actions that allow greater interaction with the Sports Societies and with entities in general, creating moments of communication and greater connection with the various stakeholders in football; • Sports Societies Roadshow: Promote an active policy of proximity with all Sports Societies, in order to enhance the use of positive feedback, and receive iinputs for improvement by Sports Societies that will contribute to a better clarification of the aspects associated with our competitions.

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STRATEGIC COMMUNICATION

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7.3 Development of a Digital Ecosystem

apps

Digital has increasingly become a strategy, or set of communication strategies, that promotes constant contact with fans, Sports Societies and other agents. It was needed to give the digital domain the proper importance associated with the football management operations, as well as in fan engagement and their relationship with other agents in the Professional Football sector. For this purpose, a new functional department was created within the Liga Portugal framework, equipped with the necessary means to pursue its defined strategy. The core business of Liga Portugal allows us to produce a large volume of content with high level of appeal for millions of users around the world. The objective of Liga Portugal is to consolidate the digital ecosystem developed last season, allowing us to increase engagement with the public thanks to the ease and speed with which the information reaches the fans.

websites single sign on

SOCIAL MEDIA

CAMPAIGNS

newsletters crm

Leads Database

crm

sso

site Esports

site liga portugal

facebook

instagram

liga portugal

fundação

Eliga portugal

liga BWIN virtual

SOCIAL MEDIA

app

twitter

online STORE

youtube

twitch

tiktok

liga portugal jp

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The digital era has led to a change in the use of information and in the profile of the football consumer. It has become necessary to establish a communication, branding and buzz strategy to generate traffic for the digital media, with actions designed and consistent with the various segments of Professional Football consumer profiles, using the most appropriate tools available. The increased segmentation of the target audience will tend to increase the interest of various stakeholders. Liga Portugal will maintain its focus on the development of digital tools in its operations and in its relationship with the sports societies, as a way of giving credit to football and enhancing the value of competitions and to leverage this added know-how across borders. During the 2021-22 season, Liga Portugal will continue the implementation of the current application structure, namely at the level of interaction with the public. The application development plan is ambitious, as can be seen by the multidisciplinary applications developed and under development. This project aims to manage the various existing platforms of the Liga Portugal and the integration of new ones, both in terms of business management and public management, allowing to define the project of integration of the Liga Portugal databases, according to the objectives for the season. The strategy should be based on leveraging digital communication tools to bring fans, players, clubs and sponsors together, to make their attendance at the stadiums more appealing and challenging, www.ligaportugal.pt

and to make their experience of following the competition off-the-stadium more exciting and viral. Development of new digital platforms: • Integration of global databases of Liga Portugal; • Platform for audience management; • DATA compilation and analysis; Maintenance and Upgrade in terms of Features and Design: • Website; • Social Media; • APP Liga Portugal; • Fantasy League; Awards Platform. The monitoring of the strategy will be carried out throughout the sports season via tools such as: • Dashboard and other metrics for monitoring/evaluation of all digital activity; • Operational alignment with the remaining functional areas of Liga Portugal; • Oversight of the strategic integrity defined for all the digital ecosystem of Liga Portugal.

7.4 Applications and Digital Content Management Get to know the football consumer as a starting point is crucial for the development of assertive and more effective communication campaigns. In 2021-22, it is expected that the contents for each platform be segmented and more adjusted to its consumer profile, promoting the creation of value. Media campaigns will be developed and others of a more narrowed nature that demonstrate the advantages of the aggregation of the various stakeholders in Professional Football that, in parallel, allow a greater and more effective social relation around Professional Football.

Increasing the informative, festive, positive and civic content of football as a family sporting spectacle is essential to promote the sector and appeal to new targets. The management of digital applications will focus on: • Conceptual development of digital operational campaigns in line with the operational and defined strategy; • Multichannel publication plan aligned with the defined campaigns; • Strategic content creation for all platforms.

industry. There are several types of content that we will focus on next season, and that includes global management of the Liga Portugal social platforms, such as: • Copywriting; • Image and video; • Multilingual content; • Content aimed to specific international markets; • Internal multimedia content; • Coordination of the entire multichannel content.

7.5 Creation of Digital Content The creation of objective, precise, and original content is essential to promote the Liga Portugal brand, its competitions and Sports Societies. In its general concept, this branch aims to produce content that is highly relevant to fans and largely consists of creating content that is significant or has an extremely positive impact on users, be it institutional, informative, or simply entertaining. Content creation is crucial not only for the organic growth it generates, but mainly for the connection it creates among fans. This organisational branding strategy, through the creation of relevant content, exponentially increases brand awareness. The creation of this content increases engagement among fans and awareness of the Liga Portugal competitions, both in national and international markets. The sharing of content throughout the season can lead to lasting organic growth over time, which translates into attracting potential partners and sponsors to the

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DIGITAL 360º

MEDIA A Liga Portugal deve assumir-se como player cada vez mais relevante e incontornável nos media nacionais, possibilitada pela via da crescente credibilização e qualificação do setor.

• Informative content for channels; • Media support content, such as media kits; • Collection of diverse information for media.

This branch will keep close and constant contact with the Press Media, in order to advise them on issues/ themes associated with Liga Portugal and its competitions. The objective is to maintain the relationship and operational coordination with these professionals. It will be responsible for the day-today interaction with the Media and will ensure all its operational activities, such as accreditation and vests. Furthermore, it will also perform the daily monitoring of press reviews, as well as the ongoing tracking of the media’s digital activity and the monitoring of relevant content in alternative channels, such as blogs and social networks. Media management also plays an important role in events, being responsible for convening all the Press Media, their reception and accompaniment in events, follow-up of relevant communication occurrences, creation of content, and the presentation of the event.

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7.6 Media Management

7.7 Press Content Creation All press content is under the remit of this department, namely: • Press releases aligned with the global communication strategy, as well as campaigns/actions developed by Liga Portugal at each moment; www.ligaportugal.pt

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Liga Portugal invited historic names from our competitions for this project, aimed at the promotion and valuing of professional football. The list of Ambassadors consists of 16 former players and coaches that stood out in national and international football, thus playing a role in promoting Portuguese Professional Football through their presence in events held by Liga Portugal and Social Responsible activities, namely Fundação do Futebol. Several historic names from our competitions were invited to this project: Nuno Gomes, Ricardo, Quim, Helton, João Pinto, Luisão, Jorge Andrade, Chainho, Alan, Manuel Fernandes, Paulo Futre, Costinha, Ricardo Rocha, Simão, André Villas-Boas and Neno. The former goalkeeper, for known reasons, is no longer on the official list, but will remain immortalised as a Liga Portugal Ambassador. The Liga Portugal Ambassador is a communication strategy that uses the credibility and trust of these professionals to promote and give greater visibility to the Professional Football sector. The aim of this project is to strengthen the position of the Ambassadors as a channel of communication for Liga Portugal, partnering former players of professional competitions as promoters of the football industry in various Liga Portugal events and social responsibility initiatives of the Fundação do Futebol, thus providing greater media exposure and visibility to solidarity campaigns. The presence of Ambassadors at events allows them to spread the word and make them more positive and

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special alongside football fans, creating engagement and proximity with all of them. The aim is for them to be the image of Liga Portugal and to develop professional pride, a sense of belonging, shared responsibility, in short, the values of the organisation. In addition to the participation in Liga Portugal events, specific projects were outlined for the Ambassadors program, namely the ceremony of the Ambassadors induction. The ceremony aims to mark another season as Liga Portugal Ambassadors, with the presence of the President of Liga Portugal. This event marks another year of commitment to the values and position of the Liga Portugal institution.

7.9 eSports competitions Liga Portugal intends to consolidate its eSports competition as the biggest FIFA competition in Portugal in the 2021-22 season, being a reference for the Liga Portugal Bwin Sports Societies, who will fight for the National Champion title. The eLiga Portugal Allianz Cup, during the Final Four of the Allianz CUP, with the final to be held in the Estádio Municipal de Leiria, and the eLiga Portugal Supercup, at the end of the season, will be the conclusion of the entire eLiga ecosystem. Liga Portugal will also organise the eCopa Ibérica, a European FIFA competition in a joint project with LaLiga. The objective is to continue on boosting the Liga Portugal Twitch account, producing diversified content for younger audiences. In 2021-22, in order to position the Liga Portugal eSports brand, the organisation

will participate in eSports summits, namely the Lisbon Games Week and the Moche XL.

7.10 Competition Data Project Provide the different sectors of Liga Portugal, partners, Sports Societies and press with data that allow them to improve their information on professional competitions. Strive for a constant improvement of the database with the inclusion of information referring to previous seasons for all the Liga Portugal’s competitions, and others, in order to produce comparative reports. In this sense, the available database for consultation and analysis will be improved either by the data analysis team, or by any other department of Liga Portugal. A constant search for ideas regarding statistical data that may generate relevant information to Liga Portugal and its Sports Societies, in order to create a diverse database and complementation of information concerning professional competitions. 2021-22 SEASON | ACTIVITY PLAN AND BUDGET

7.8 AMBASSADORS

TECHNOLOGY DEPARTMENT

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This department is responsible for the integrated management of the Liga Portugal technological infrastructure and for assisting the organisation of its competitions. This way, it is responsible for the programming and development of CRM, ERP and business/competition management applications, managing the Liga Portugal physical IT assets, help desk/technical support, ensuring the security of systems, assisting in the collection and management of databases, assisting in the management of mobile applications, device management, among others.

As a central management tool for all Liga Portugal information, IntraLiga has modules that allow confluence between the various Liga platforms. As in the previous year, we will continue to consolidate, modernise, and optimise all its processes, in order to ensure an increasingly superior effectiveness in the data management. Following the public announcement by Microsoft, who will stop supporting some solutions that underpin our platform, a restructuring process was initiated that involves the migration and upgrade of the database version used, as well as the document storage solution. Aware of the urgency and sensitivity of this issue, we aim to provide a rapid response that guarantees compliance with all security and stability requirements, with the allocation of exclusive resources for all operations that will be carried out. Not neglecting the evolution and innovation that defines us, the creation of a new accreditation module with the inclusion of QR Codes, will allow the use of innovative and increasingly effective solutions in the management area and use of all credentials.

8.2 Consolidation and Maintenance of the e-Liga Platform Positioned at the forefront of sports technology, e-Liga’s main objective was to facilitate the processing of information and eliminate, as much as possible, the occurrence of errors by dematerialising the documentation of professional football matches. Being www.ligaportugal.pt

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an ecosystem supported by various platforms, with direct and harmonious connection to Intraliga, this structure is well consolidated and has been a key tool in the registration and secure transfer of data between the sports agents and the repositories of Liga Portugal. The technological evolution and the increase of features that boost and support the activity of these same sports professionals, has been a continuous concern of the technology department of Liga Portugal. A good example are the constant requests received by the Sports Societies that culminate in technical developments, contributing to the aforementioned growth. After this completely atypical year, which required a redesign of several services and the adaptation of tailored solutions to respond to regulatory changes imposed by the DirectorateGeneral for Health, we will again consider the evolution of these constraints, ensuring that the entire digital process will continue to operate according to the needs that may arise. The consolidation process will also be strengthened by the continued implementation and evolution of various modules, namely:

8.2.1 SAND V3 - Support system to the Delegates nomination Implementation of the attendance of trainee delegates for mentoring and training in a football-match environment;

8.2.2 SMJJ-Statistics and Monitoring Support to the platform for controlling and monitoring the scheduling of games and matchdays, ensuring consistency in their scheduling. Project in cooperation with the Competitions Department;

8.2.3 Data Bridge Liga Portugal-FPF This project aims to implement the mechanism of the data bridge between Liga Portugal and the Portuguese Football Federation. The implementation of this connection between the two organisations will continue to be dedicated to data relating to registrations, match reports and discipline;

8.2.4 clubs portal Three major modules will be launched on this portal, namely the modules for Infrastructure Licensing, Media Accreditation and Financial Licensing. The scope of these solutions and the functional course they will cover will have a notable impact on the digital process that has been developed. Project in coordination with the Competitions Department and the Financial Department;

8.2.5 Accreditation System Continue the process of analysis and development of the accreditation platform, which started last season, and that will allow mechanising the access to main areas of stadiums, namely technical areas, with the inclusion of QR codes in the generated credentials;

8.2.6 Notification System Improvement and standardisation of the platform responsible for notifications via email and SMS;

8.2.7 Tournament Mode The goal is to develop a dynamic solution that allows to meet certain needs such as the creation of Playoffs;

8.2.8 CRM Ensure that Liga Portugal platforms are continuously updated to meet the changeable objectives that arise during the season in the CRM/FRM area.

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8.1 Technological Evolution of IntraLiga

8.4 Quality and Development Environment

There is a number of projects in which this department will intervene extensively, which, although already presented, it is worth mentioning again: • In all web-based Liga Portugal platforms, install institutional and/or promotional advertising spaces, with the ability to define quotas and measure reach and impressions. This project will ensure that Liga Portugal has the tools to actively promote its campaigns and/or negotiate digital exchanges with sponsors and partners; • Maintenance and continuous updating of the Liga Portugal websites; • Maintenance and continuous updating of the Milestones platform; • Maintenance of the Liga Portugal App and the platforms that support it; • Further implementation of a CRM platform, as well as the contact, target, and audience database management in the Liga Portugal ecosystem; • Further implementation tests of the Infrastructures Portal, which will group together the technical data sheets of all the stadiums, so that they are available on the delegates' tablets and security reports, thus optimising the reporting of irregular situations. Project in cooperation with the Competitions Department; • Assistance to the Competitions Licensing Manual Monitoring Platform; • Implementation of the online platform that centralises and dematerialises the media accreditation process for matches in professional competitions.

Liga Portugal will continue the improvement of the already created Quality and Development Environment, by professionalising and increasing the availability of the solutions developed. Minimising the risk of errors and constraints in accessing and maintaining existing platforms will continue to be the main goal of using this environment.

8.5 Digital Security Information security, particularly in terms of data protection and classified information, is vital in the relationship between Liga Portugal, the Sports Societies and other parties involved. Security in digital environments is a complex challenge. We can think of different types and levels of security. In the age of information, data protection is a task set for everyone. Digital revolution has significantly increased exposure to cyber risks. Not only can cyberattacks block access to confidential information, but they can also cause harm to organisations and their staff. This includes, for example, copyright infringements, disclosure of sensitive data and company assets, or even the requirements of the General Data Protection Regulation (GDPR) regarding data protection. The challenge is significant, but Liga Portugal is committed to working in the construction of information platforms that raise the awareness among all employees and stakeholders regarding the importance of following good digital security practices.

This department will carry out the adaptation of an external “Security Operational Center” (SOC), which will allow to tackle security leaks in real time. We will continue to analyse the vulnerabilities of internal and external platforms, in order to avoid unauthorised access to them. To protect Liga Portugal from potential security threats, the Technology Department will develop the following actions: • Development of security mechanisms in all Liga Portugal platforms; • Development of physical and logical barriers on Liga Portugal facilities; • Ensure that Liga Portugal and its platforms comply with the ISO27001 norms; • Technological support in the monitorisation of the GDPR.

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8.3 Diverse Department Assistance Activities

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INTEGRATED MANAGEMENT SYSTEM

DEPARTMENT

This department is responsible for the integrated management of the quality and safety procedures of the institution, thus ensuring an even greater precision and demand in all procedures. This department is also responsible for raising the awareness among all employees in the field of Information Quality and Security. This season, with a new challenge ahead: the implementation of an anti-corruption system.

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• Quality Management System Certification – NP EN 9001:2015 • Information Security Management System Certification - NP ISO/IEC 27001: 2013 • Anti-Corruption Management System Certification - NP ISO 37001:2018

9.3 Anti-Corruption Management System Liga Portugal considers it essential to implement an Anti-Corruption Management System, in accordance with the reference standard NP ISO 37001:2018 to ensure the transparency of the organisation.

9.1 Quality Management System Liga Portugal will continue with the constant update and improvement of procedures to support the implemented systems in order to ensure excellence, in accordance with the objectives set out in its policies.

9.2 Information Security Management System Ensuring the ability to preserve the confidentiality, integrity and availability of relevant information is one of the most important guidelines for Liga Portugal in order to give assurance to stakeholders that the risks are properly managed. The organisation will continue to promote awareness of good information security practices among all employees.

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In the 2021-22 sports season, it will continue to manage and promote the improvement of the implemented systems in accordance with the reference standards, and it is also planned to implement an Anti- Corruption Management System.

DADE 2021-22 SEASON | ACTIVITY PLAN AND BUDGET

EXECUTIVE MANAGEMENT SUPPORT DEPARTMENT

This department provides direct support to the President, Executive Board and the Governing Bodies of Liga Portugal. DADE is responsible for organising, coordinating and executing all the actions inherent to the advisory, secretarial services and protocol of the Executive Board, as well as advising on the interconnection between the various Liga stakeholders, public and private entities. This department manages the logistics related to meetings, acts of representation, visits, invitations, and others. It also ensures the correct implementation of protocol norms at events hosted by Liga Portugal, and supports the various organisational procedures.

10.3 Event Management Support and Protocol Monitoring

During the 2021-22 season, this department will manage and control the agenda and appointments of the President, the Board of Directors, the Executive Board and the Governing Bodies, also providing support to the General Meetings, the Jurisdictional Council, among others. It will also prepare, register, and promote the dissemination of dispatches, circular letters, communiqués, internal communications and other decisions of the President, the Executive Board and the General Meeting Board. It will continue to assist in practical matters of work expedient, in the preparation of various documents, such as presentations, letters, internal and external communications and others. A document management platform will be implemented, with a view to improving the arrangement of the physical and digital archives of information. This department is also responsible for monitoring the secretariat of meetings for the alignment of events (preparation of agendas and respective meeting minutes), such as the Final Four and Thinking Football Summit meeting.

This department manages the protocol in several events, direct or transversal to Liga Portugal: invitations, implementation of protocol rules, and reception of guests at the following events: 1) Kick-Off 202122; 2) Allianz Cup and Final Four; 3) Annual Journeys; 4) Presidents Summit; 5) Talent Business Center; 6) Thinking Football Summit; and the 7) Liga Portugal Ambassadors’ Induction It is also responsible for the implementation of internal festive events, as part of the internal marketing policies.

10.2 Assistance at General Assemblies O DADE irá apoiar a gestão e organização das Assembleias Gerais, colaborando com a Mesa da Assembleia Geral, estando previstas, para a época 2021-22, entre três a cinco reuniões magnas.

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10.4 Database Updates An event and guest management platform has been introduced, which will be constantly updated throughout the 2021-22 season according to the amendments in our databases. For this season, it is expected to integrate a continuous updated DADE database in the CRM platform.

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

10.1 Office Support and Document Management

7 MACRO ACTIVITIES SCHEDULE 2021-22

JULY

AUGUST

SEPTEMBER

OCTOBER

NOVEMBER

DECEMBER

JANUARY

FEBRUARY

MARCH

APRIL

MAY

JUNE

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AREA / ACTIVITIES 6 MARKETING, COMMERCIAL & BUSINESS DEVELOPMENT DEPARTMENT 6.1 Liga Portugal Match Ball Reveal Campaign 6.2 Marketing and Promotional Materials 6.3 Monthly and Annual Awards 6.4 Charm Campaign 6.5 Periodic Institutional Promotional Events 6.6 O Ligas Mascot 6.7 Team Building 6.8 Commemorative Dates 6.9 Christmas Parties 6.10 Liga Ambiente 6.11 Governance Model for Sponsors and Partners 6.12 Monitor the Investment Return of Sponsors and Partners 6.13 Charm Campaigns with Sponsors and Partners 6.14 Commercial Activity and New Business 6.15 Development of Liga Portugal Official Products and Licensing 6.16 Development of Points of Sale 6.17 Management and Operation of the Commercialisation of Official Products 6.18 Development of Liga Portugal Merchandising and Gifts 6.19 New Revenue Sources 6.20 Internationalisation of Liga Portugal 6.21 Develop relationships with International Leagues and Organisations 6.22 Develop the Consulting Area of Liga Portugal 7 CONTENT & MEDIA DEPARTMENT 7.1 Content Creation 7.2 Public Relations 7.3 Development of a Digital Ecosystem 7.4 Digital Content and Application Management 7.5 Development of Digital Content 7.6 Media Management 7.7 Press Content Creation 7.8 Ambassadors 7.9 eSports Competitions 7.10 Competition Data Project 8 TECHNOLOGY DEPARTMENT 8.1 Technological Evolution of IntraLiga 8.2 Consolidation and Maintenance of the e-Liga Platform 8.2.1 SAND V3 8.2.2 SMJJ - Stats and Control 8.2.3 Data Bridge Liga Portugal - FPF 8.2.4 Clubs Portal 8.2.5 Accreditation System 8.2.6 Notification System 8.2.7 Tournament Mode 8.2.8 CRM 8.3 Diverse Department Support Activities 8.4 Quality and Development Environment 8.5 Digital Security 9 INTEGRATED MANAGEMENT SYSTEM DEPARTMENT 9.1 Quality Management System 9.2 Information Security Management System 9.3 Anti-Corruption Management System 10 EXECUTIVE MANAGEMENT SUPPORT DEPARTMENT 10.1 Secretarial Support and Document Management 10.2 Support to the General Assemblies 10.3 Event Management Support and Protocol Follow-up 10.4 Database Updates

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JULY

AUGUST

SEPTEMBER

OCTOBER

NOVEMBER

DECEMBER

JANUARY

FEBRUARY

MARCH

APRIL

MAY

JUNE

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

AREA / ACTIVITIES TRANSVERSAL PROJECTS AND ACTIVITIES 1 Kick-Off 2021-22 2 Liga Portugal Bwin 3 Liga Portugal 2 4 Allianz CUP e Final Four 5 Playoff Liga Portugal 6 Working Groups and Annual Journeys 7 Presidents Summit 8 Match Center 9 Talent Business Center 10 Consultancy to Liga Portugal Sports Societies PROJECTS AND ACTIVITIES SPECIFIC TO EACH DEPARTMENT 1 FINANCIAL DEPARTMENT 1.1 Activity Planning and Budgetary Control 1.2 Administrative and Financial Monitoring 1.3 Liga Portugal 2 Infrastructure Fund 1.4 Competitions Licensing Manual 1.5 Totonegócio 1.6 Liga Portugal Infrastructure Management 1.7 Training Programme 2021-22 1.8 Management and Evaluation Performance System 2 STRATEGIC PLANNING AND MANAGEMENT CONTROL DEPARTMENT 2.1 Development of Studies 2.2 Development and Monitoring of New Sources of Income 2.3 Management Control 3 COMPETITIONS DEPARTMENT 3.1 Match Scheduling and Sports Calendar 3.2 Preparation for the New Sports Season 3.3 Sports Monitoring 2021-22 3.4 Technical Inspection Committee (CTV) 3.5 Stadium Licensing 3.6 Investment in Turf Conditions 3.7 Workshop with the Campeonato Portugal Sports Societies 3.8 Delegates Projetc 3.9 Refereeing and Video-Assistant Referees 3.10 Analysis of the Competitive Models 3.11 Infrastructure Portal 3.12 Club Portal 4 LEGAL DEPARTMENT 4.1 Monitoring of Protocols, Contracts, and Legal Situations 4.2 Regulatory Amendments 4.3 Legal Monitoring and Participation in Legislative Amendments 4.4 Footbal Integrity Unit 4.5 Commission for the Protection of Intellectual Property 4.6 Joint Arbitration Commission 5 CONTRACT REGISTRATION DEPARTMENT 5.1 Registration of Contracts, Players and other Sports Agents 5.2 Wage Compliance for Players 5.3 Competitions Licensing Manual 5.4 Transfer Platform

8 PROPOSED OPERATING BUDGET 2021-22

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Seemingly far away, given the tempestuous times that our Society has gone through, but never forgetting when we started - July 30, 2015 -, the moment the Board that is currently in charge took office - and which is in its second term - of the Institution (2019-23 quadrennium), who found a completely catastrophic scenario, in a clear imminent economic and financial insolvency. The attention given and the work developed so far was only possible due the effective study on the problems and concerns, leading to an inevitable financial restructuring, based on thoroughness, professionalism and hard work, always having, as its primary objective, the maintenance, attraction and leverage of new sponsors, allowing an increase and sustainable growth of the Liga’s revenues. The goals outlined annually were scrupulously executed with all the precision, without ever evaluating the need for sustained stability of the Liga Portugal at all levels, but primarily in the financial aspect - a recognised pillar of stability in all structures. Naturally, and as we all surely remember, the first four-year cycle of this Board was of deep reorganisation and recovery, counting on everyone's collaboration. Everyone, and always using the word Everyone in a joint effort, ensured that the goal set to cover all the negative retained earnings accumulated in the years prior to 2015, and which amounted to five million euros, has become a reality in terms of its resolution - where certainly, and going back to the date, few believed given the rigorous and professional management

that was urgent to be carried out. The efforts made allowed leveraging a quick learning process regarding the present and consequently the future. Giving Liga Portugal credibility has been one of the goals of this Board. And it always will! The past season and, essentially, the current season have allowed us and have given us an enormous learning experience in terms of adapting to a reality that nobody was prepared for. Ready to kick off another sports season together, and aware of the management tool called budget that we present here, we undertake the continuity of the principles of Credibility, Talent, Spectacle, Aggregation and stabilisation of the best international practices, based on objectives and planned activities, with a focus on various pillars/goals and positioning of the Liga Portugal. In the year under review, the budget proposal is again balanced in order to allow the Liga to continue on the necessary scope of positive results. It should be noted that, since the financial year of 2015-2016, the operating results have always been positive, thus complying with the goals/plans established and approved in the various General Assemblies of accountability of the organisation. This Activity Plan aims to show the continuity from this organisation of excellence, responsible for the football professional competitions, in full compliance with the economic sustainability of the Institution and its Members. The expenditure of Liga Portugal will continue to be meticulously scrutinised, not only by the various efficient internal

control mechanisms introduced, but also by the careful investment in the structure, as only with a protected, robust, efficient, competent structure that is adjusted to reality will it be possible to achieve the proposed objectives and the approval of our Members and the football industry. Despite the serious epidemiological situation that drastically affected Professional Football, we were able to respond quickly on several fronts, with the sporting calendar for the 2020-21 season having a shorter timeframe, and without public in the stadiums, which required a huge effort from everyone at several levels to execute the plans outlined. It should be mentioned that the transitional change made in the competitive model of the Allianz CUP, will now return, this season, to a new format very similar to the existing one in the 2019-20 season. Continuing the work structured and implemented by this Board and in consolidating the financial stability of the Institution, the budget for the 2021-22 season foresees, for the first time in the history of Liga Portugal, exceeding the goal of €20 M, i.e., total revenues of €20.2 M and expenses of €19.1 M, which means a positive operating result of about €1.1 M. As it can be seen in the graph below, it shows the evolution of income, expenses and respective operating results in recent years. As stated, and expected for the current sports season, the challenges for Liga Portugal were huge and of increased difficulty with the necessary change in the competitive model of the Allianz CUP, with several sponsors being at the end of their contracts and with the setbacks that we had to overcome as a result of the current

global situation. More than ever, and in this financial year, we have seen that the work done in the past was well planned and executed, based on the aggregation and incessant search for better and greater opportunities for the football industry. Thus, the budget we present for 202122, as previously mentioned, has shown a significant evolution consolidating the maturity and total financial stabilisation of the Liga Portugal. The Board will continue the management and operational thoroughness of previous seasons, not failing, on the other hand, to invest and execute specific projects, providing a professional and structural robustness to Liga Portugal and its competitions, by developing relevant strategic activities in a sustainable way. In this phase of consolidation of the Liga Portugal, the Liga’s objective continues to be the creation of greater competitiveness, invest, create new tools of support and organisation, maintaining its positive results, continuously and consistently. From this perspective, and although the budgeted expenses are higher than the budgeted expenses in the homologous period, they are mainly due to a greater distribution to the Sports Societies in what concerns the participation values in the professional competition Allianz CUP, also highlighting all expenses associated with the organisation of more matchdays in the competition, as well as the value of the activations of the new sponsorships associated to the competitions. Also, in terms of expenditure, it is worth mentioning the constant investment in technological platforms, a path traced www.ligaportugal.pt

Evolution of Income, Expenses and Operating Results of Liga Portugal (Figures in thousands of Euros; 2013-14 to 2021-22 seasons)

18 652 14 673 12 263 9731

11 183

11 909 11 806

2 867

(2532) Executed 2013-14

15 555

14 813

20 241 17 984

16 628

16 723

2 024

1 261

16 939

19 138

15 848

13 385

12 343

2 470

2 170

1 091

1 102

Predicted 2020-21

Budget 2021-22

(726) Executed 2014-15

Executed 2015-16

Executed 2016-17 Income

Executed 2017-18 Expenses

Executed 2018-19

Executed 2019-20

Operating Result

(*) The expected result for the 2020-21 season is the actual one up to April 2021 and estimated from June 2021.

from the very first moment. Intraliga was a project initiated in 2008 with the objective of digitalising the entire data structure generated by professional football. It handles the internal procedures of Liga Portugal through the Competitions, Contracts, Documents and Registrations modules, among others. In addition to the functionality of all these modules, it serves as a data source for the Liga Portugal WebSite, e-Liga, Statistics, Transfer, Web Services and APIs. Over the years, Intraliga has become obsolete, not only for the tools that www.ligaportugal.pt

support it, but also for the services it offers. The system on which it is based is no longer supported by Microsoft since January 2020, which makes it quite vulnerable in the event of structural problems. Taking into account that Intraliga, as previously mentioned, is the tool that supports all the information systems of Liga Portugal, it is essential the implementation of a migration project of this platform to a new solution. This migration, in addition to responding to the necessary technological evolution,

will allow the implementation of more functionalities with real value for the business, the removal of the necessity on the use of Sharepoint, the upgrade of the database version, the redundancy of services with fault tolerance and the reduction of costs with the platform. More than ever, the present moment is one of challenges and commitment for Professional Football, in the incessant search for more and better services, and for new business models and revenue sources. Liga will continue to be particularly attentive to new challenges and specific

targets. Portuguese Professional Football urgently needs support measures that highlight the equality in relation to other sectors, issues that are urgently awaiting resolution. Liga Portugal will do everything so that the fulfilment of these goals can be achieved with the urgency that the needs impose - in the near future. The current Board will not deviate from its focus, its vision and planning in the search for the execution of its goals.

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

8.1 INTRODUCTION | EXECUTIVE SUMMARY

103

Financing Model

INCOME 1. Associative and from LP 1) Registrations and Transfers 2) Fines and Protests 3) Associative Shares 4) B-Teams Shares 5) Sports Betting 6) Official Products 7) Other Income

DISTRIBUTION TO THE CLUBS 1. Direct Distribution

EXPENSES 1. Organisations and Entities 2. Events and Official Products 3. Structure and Services

2. Operation of the Professional Competitions

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

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Thus, based on the last four sports seasons, for the 2021-22 season, the following financing structure is foreseen: EXECUTED 2017-18

EXECUTED 2018-19

EXECUTED 2019-20

PREDICTED 2020-21

BUDGET 2021-22

15 554 766

18 651 507

17 984 385

16 938 848

20 240 580

Associative and from Liga Portugal

5 043 356

5 218 021

5 306 082

5 401 516

5 910 480

Operation of the Professional Competitions

10 511 410

13 433 486

12 678 303

11 537 332

14 330 100

EXPENSES

7 314 775

9 496 924

8 960 563

9 612 743

10 859 520

INCOME

833 782

863 671

882 268

843 128

860 280

Events, Training and Official Products

1 317 018

1 732 173

1 690 597

1 065 577

1 609 730

Structure, Services and Others

5 163 974

6 901 080

6 387 698

7 704 038

8 389 510

DISTRIBUTION TO THE CLUBS

6 069 814

7 131 062

7 762 932

6 234 791

8 278 830

Direct Distribution

1 981 707

3 187 317

3 460 683

1 011 874

2 705 250

Indirect Distribution

4 088 107

3 943 745

4 302 248

5 222 917

5 573 580

Operating result

2 170 177

2 023 521

1 260 890

1 091 313

1 102 230

Organisations and Entities

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2. Indirect Distribution (incurred costs) 1) Anti-Doping Control 2) Match Balls 3) Kit Distribution 4) Referees 5) Observers 6) Delegates 7) AG Fund Dec 17

1) Naming Sponsors 2) Sponsors 3) Official Partners 4) TV Share 5) Tickets and Hospitality 6) Other Income

The proposed operating budget is presented at the end of this section in a comprehensive and detailed manner. On the other hand, the next chapters will briefly analyse the projections, both for income and expenses and respective results.

1) League Cup Prizes 2) Commercial Rights 3) B-Teams Shares 4) Sports Betting 5) Solidarity mechanisms for relegated teams 6) Stadium Surveillance System

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

The Liga’s financing structure is divided into income, expenses and distribution of funds to Sports Societies. In a simple and schematic manner, the Liga presents the following Financing Model.

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8.2 INCOME The income of Liga Portugal is subdivided into income from the commercialisation of professional competitions and associative income, and Liga Portugal. Income from the professional competitions, formerly known as commercial income, refers to all activity from Liga Portugal outlined by the Sports Societies, and include all

income related to the organisation and practice of Professional Football and its competitions, while the associative and Liga Portugal incomes refer to all the revenues derived from the statutes, which purpose is it to contribute to the Liga Portugal running costs, as well as the income from new revenue drivers, such as, consulting, official products sales, training, development of studies and

information reports, among others. Compared to previous seasons, both associative and commercial incomes from the professional competitions remain consistent. However, it should be noted that for the next season, it is expected an increase in income from the operation of professional competitions to €14.3 million, substantially due to the expected

increase in sponsorship associated with naming sponsors of competitions and the return to normality with regard to the Allianz CUP. With regard to associative and Liga Portugal income, as a result of new projects to be developed in this sports season and the consolidation of some new sources of revenue, a growth to €5.8M is expected.

Evolution of the Liga Portugal Income (Figures in thousands of Euros; 2013-14 to 2021-22 seasons)

13 433

10 069

106

3 439

Executed 2013-14

12 678 11 537

10 665

7 166

4 016

Executed 2014-15

4 604

4 796

4 889

5 218

5 306

5 402

Executed 2015-16

Executed 2016-17

Executed 2017-18

Executed 2018-19

Executed 2019-20

Predicted 2020-21

Income from the operation of professional competitions

5 910

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

6 292

10 017

14 330

Budget 2021-22

Liga Portugal and associative income

(*) The expected income for the 2020-21 sports season is the actual one up to April 2021 and estimated from June 2021. www.ligaportugal.pt

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The estimated associative and Liga Portugal for the next season is around €5.9M, representing 29% of the total income. Thus, the most relevant items correspond to enrolments and transfers and fines and protests, representing about 50% of income of this nature. The forecast for the next sports season was once again estimated with caution, since we anticipated the reduction in attendances, especially at the beginning of the sports season, as well as the implementation of the fan card, which we hope will reduce the impact on disciplinary sanctions regarding fan behaviour. On the other hand, revenues from sports betting (Placard and Online Betting) are also important in the structure of this income. Given the preponderance and the current relevant trend, it is expected that, for the next sports season, they will reach 27% of the associative and Liga Portugal income. The area related to the development, creation and operation of Liga Portugal Official Products maintains its expectations in the relevance and contribution to the financing structure, representing about 8% of income of this nature. This revenue will be achieved either by maintaining the current points of sale, such as the Online Store and the Official Store at the Final Four of the Allianz CUP, or by opening new points of sale.

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Thus, for the 2021-22 sports season, the following distribution of the associative and Liga Portugal income is estimated:

Other Income 11% Oﬀicial Products 8% B-Teams Share 2% Associative Shares 2% Sports Betting 27%

Fines and Protests 21%

8.2.2 Operating Income from the Professional Competitions Revenues derived from the operating income of the professional competitions naturally plays an important role in the structure of the total income of Liga Portugal, with a significant weight of 71% for the season under review. Therefore, it is expected an income of this nature of around €14,3M. With the negotiation of the new naming sponsor for the Liga Portugal 1, the BWIN sponsor, and the renegotiation underway for the naming sponsor of the Liga Portugal 2, as well as the renegotiation, in the current season, of some existing contracts, an increase in the value of sponsorships derived from the operation of professional competitions is projected. Thus, for this sports season, the following distribution of income from the operation of professional competitions is foreseen:

Tickets Other Income and Hospitality 2% 1%

Registrations and Transfers 29%

Oﬀicial Partners 4%

Regarding online betting it should be noted that this revenue derives directly from the Special Tax on Online Gambling (IEJO), so in the future discussion and approval of the State Budget for the year 2022, similarly to the change made in the State Budget for 2020, there may eventually be changes in the calculation of this tax, which naturally we cannot predict its impact on the budget of Liga Portugal. In comparison with the forecast for the previous season, despite prudence in budgeting most of this revenue, growth of around 16.8% is expected; however, due to their nature, their execution can be quite fluctuating. The appearance of new revenue drivers, such as official products, allowed an estimated growth in the associative and Liga Portugal revenues. This growth is also due to the allocation to the Fundação do Futebol - Liga Portugal of all direct and indirect expenses incurred by Liga Portugal.

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TV Share 13%

Naming Sponsors 51% Sponsors 29%

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

8.2.1 Associative and Liga Portugal income

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8.3 DISTRIBUTION TO the SPORTS SOCIETIES

8.3.1 Direct Distribution

The distribution is carried out by Liga Portugal either directly, through the distribution of funds to the Sports Societies, or indirectly, by bearing the costs inherent in the organisation of the competitions. As demonstrated in the chart below, this section has evolved positively over time. Last season, due to the decrease in number of sponsorships foreseen for the Allianz CUP, and the consequent reduction in the distribution of prizes, there was a reduction in this item. For the 2021-22 season, with the resumption of the competitive framework, a significant increase is expected in this item of about 33% compared to the execution forecast for the current season, thus reaching the amount of € 8.3 M.

As far as direct distribution is concerned, it is estimated that for 2021-22 a total prize money of €2,1M in the Allianz CUP compared to the €421 thousand distributed in 2020-21. This increase results, as previously mentioned, from the resumption of the competitive framework of the competition and its distribution model, as foreseen in the regulations. With regard to B-Team shares - to be distributed equally among the teams participating in the Liga Portugal 2, and with the amounts to be settled for each BTeam laid down in the respective regulations -, it is planned to maintain this item for this sports season, since two BTeams will continue in this competition in 2021-22. On the other hand, as it has already been the case since 2018-19, with the

Evolution of the Fund Distribution to Sports Societies (Figures in thousands of Euros; 2013-14 to 2021-22 seasons)

6955

6549

7131 6427

6410

8279

7763 6235

6070

change in concept of TV shares approved by the Sports Societies themselves, a solidarity mechanism has been set up to the amount of €300k, directly supporting the Sports Societies which were relegated to Liga Portugal 2, as well as an amount of €550k to create a fund to deal with any unforeseen circumstances which may arise. The expenses with surveillance in the stadiums of the Sports Societies participating in the Liga Portugal 2 represent, as already occurred in the previous season, a direct contribution to the Sports Societies. Thus, and in what concerns the direct distribution, apart from the revenues related to sports betting, where Liga Portugal simply intermediates the operation, it will have the following structure in the 2021-22 season:

110

Solidarity mechanism to relegated teams 11% B-Teams shares 4%

Executed 2013-14

Executed 2014-15

Executed 2015-16

Executed 2016-17

Executed 2017-18

Executed 2018-19

Executed 2019-20

Predicted 2020-21

Budget 2021-22 League Cup Prizes 78%

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2021-22 SEASON | ACTIVITY PLAN AND BUDGET

Commercial Stadium Rights Other 2% surveillance 2% services 3%

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8.3.2 Indirect Distribution The indirect distribution includes all the expenses incurred by the Liga Portugal inherent to the organisation of its professional competitions. In this sense, Liga Portugal envisages to continue supporting Sports Societies in general, in relation to the expenses inherent to the anti-doping control operations, within the scope of professional competitions, and also expenses regarding the acquisition of match balls. As mentioned above, and as has already been the case since 2018-19,

AG Fund Dec 17 10%

with the change in the concept of TV shares approved by the Sports Societies themselves, the creation of a fund was approved to deal with any unforeseen circumstances that may arise, to the amount of €550k. The expenses incurred with referees, observers and delegates represent the greatest relevance in this item, totalling about 75% of the budget under analysis. For the 2021-22 sports season, the following distribution is therefore expected:

Anti-Doping Oﬀicial Control Ticket Supply 2% 0,3%

112

Observers 7%

Delegates 8%

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Refereeing 60%

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

Match Balls 13%

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8.4.1 ORGANISATIONS AND ENTITIES

8.4.2 EVENTS AND OFFICIAL PRODUCTS

As a result of a constant focus on new projects and new revenue drivers, and fundamentally in the permanent search for improvement in the organisation of competitions and the provision of services of excellence to the associated Sports Societies, it is expected an increase in expenses for the next sports season of around 13%. This increase results from the resumption of our projects and events, as well as a bet in Official Products, which due to the conjuncture of the current season, we prudently chose to delay the development of this project, as the 2021-22 sports season is a start-up and implementation phase, which obviously translates into greater investment. The expenses budget of the Liga Portugal for the 2021-22 season presents the following distribution:

All the protocols and agreements in force during the current season are maintained for the 2021-22 season, with a view to increasing involvement among all organisations involved in professional football. The entity with the most significant figures in this section is the Portuguese Football Federation, representing about 62% of the total item. Thus, for the next sports season, the following distribution to be shared out between the various bodies and entities is foreseen:

The events organised by Liga Portugal are becoming more and more notorious and media-oriented, so with the essential objective of increasing income to Sports Societies and sponsors, the organisation of these events requires an increasing involvement and investment by Liga Portugal. The Final Four of the Allianz CUP is the competition with the greatest expression and financial impact, representing about 22% of this item. This year, and as in the previous season, with a smaller budget, due to the adaptation of the competition itself to the current situation that the country is going through. Given the pandemic situation and all the setbacks caused in the competitive calendar, in the 2021-22 sports season, once again the Copa Ibérica, which had been usually held during the month of July, will not be held, as a result of the cooperation agreement signed between Liga Portugal and LaLiga. The remaining events include, among others, the Kick-Off of the professional competitions, the Annual Journeys, the award ceremonies of the two competitions and also the bet on the increasingly renowned eSports competition. The area concerning the Official Products of Liga Portugal, with the maintenance of the current sales points, such as the Online Store and the Official Store in the Allianz CUP Final Four, and with the opening of new sales points, is an area to be developed and greatly invested by Liga Portugal this season. As already mentioned, this investment was planned for the previous season, but given the current economic situation, it was decided to postpone the opening of new points of sale for this new sports season. Thus, as a proposal for the sports season under analysis, this item is divided as follows:

Depreciation and Amortisation 2% Other Operating Organisations Expenses and Entities 5% 8%

International Entities 10%

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

Events and Oﬀicial Products 15%

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Other National Entities 4%

Players' Union 24%

Structure and Services 70%

Portuguese Football Federation 62%

League Cup Final 22% Oﬀicial Products 37%

Other Events 41%

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2021-22 SEASON | ACTIVITY PLAN AND BUDGET

8.4 EXPENSES

115

8.4.3 STRUCTURE AND SERVICES The consolidation of the structure and services of Liga Portugal has always been an objective that the current Board has placed as a priority in its various activity plans. The plan under analysis could not be any other way, highlighting the continued investment in the specialisation of its resources in order to make the process of development and modernisation of its services even more robust and efficient. A cohesive and highly competent team are assets that all organisations aim to achieve. The focus on projects of a technological nature and directly linked to the organisation of competitions are the essential focus of this management instrument with the main objective of increasing competitiveness and the capacity to enhance the same. Therefore, for the next sports season, Liga Portugal, as well as all the services envisaged in accordance with the activity plan presented, foresees the following distribution of expenses:

Other Operating Expenses 9% Integrated Management System 2%

Governing Bodies and Support to the Executive Board 8% Administrative and Financial 7% Strategic Planning and Management Control 2%

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Content & Media 14%

Technology 13%

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

Disciplinary, Legal and Registration Services 10%

Competitions 12% Marketing and Sponsors 23%

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The result expected for the 2021-22 sports season amounts to €1.1 million, thereby reflecting a clear maturity and stability and a continued commitment to the services provided by the Liga Portugal. The satisfaction of its members will continue to be a clear priority. This evolution, based on the last sports seasons, is further detailed in the following chart:

Thousands

8.5 OPERATING RESULTS AND FINAL COMMENTS

4 000

Executed 2013-14

Executed 2014-15

Executed 2015-16

Executed 2016-17

Executed 2017-18

Executed 2018-19

Executed 2019-20

Predicted 2020-21

Budget 2021-22

2 867

3 000

2 470

2 170

2 024

2 000

1 261

1 091

1 102

1 000

-726

-1 000

-2 000

-2 532

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The budget proposal presented is balanced, continuing the path of positive results obtained by Liga Portugal. The most prominent factors in this budget proposal are: • A 19.5% increase in income compared to the forecast for the current sports season, essentially due to two factors: the non-completion of some items that are expected to be completed in the current season, and the reaching of new commercial agreements/contracts. • Increase in the distribution of funds to www.ligaportugal.pt

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Sports Societies, of around 33%, due to the resumption of the competitive format of the Allianz CUP; • An increase of around 13% in expenses related to the investment in new revenue drivers, such as the Official Products project, seeking to maintain the excellence of our product, thus enabling a greater return and future investment. The budget under analysis is marked by the ongoing consolidation of the strong and credible Liga Portugal brand and by the excellence of the organisation of its

professional competitions. The impact of their visibility and exposure is a pillar in the satisfaction of Liga Portugal's associates, hence the clear commitment to support them in the technological aspect of the Organisation's structure. Always attentive to the changes and challenges that the sector is and will continue to go through, the current moment is one of persistence, attention, equality, thoroughness and professionalism for Professional Football.

The Liga Portugal Board will continue to carry out its work based on a high level of monitoring and professionalism to the new challenges and specific targets. Portuguese Professional Football must continue to position itself at the forefront in all aspects of improvement and growth of its industry. It is therefore considered that this budget shall be approved so that the services of Liga Portugal can fully implement it during the 2021-22 season.

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

ÉPOCA 2021-22 2021-22 SEASON| |PLANO ACTIVITY DEPLAN ATIVIDADES AND BUDGET E ORÇAMENTO

-3 000

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8.6 SUMMARY MAP OF THE OPERATING BUDGET EXECUTED 2018-19

8.7. OPERATING BUDGET BY COMPETITION EXECUTED 2019-20 PREDICTED 2020-21

BUDGET 2021-22

Income Associative and from Liga Portugal Operation of the Professional Competitions TOTAL INCOME

5 218 021 13 433 486 18 651 507

5 306 082 12 678 303 17 984 385

5 401 516 11 537 332 16 938 848

5 910 480 14 330 100 20 240 580

1 875 000 200 000 262 317 850 000 3 187 317

1 950 000 100 000 60 000 300 000 1 050 683 3 460 683

421 874 100 000 55 000 300 000 80 000 55 000 1 011 874

2 100 000 100 000 68 250 300 000 80 000 57 000 2 705 250

98 532 36 514 107 576 245 700 2 772 013 321 792 361 619 3 943 745 7 131 062

66 765 31 329 115 201 699 840 2 659 307 316 568 366 625 46 613 4 302 248 7 762 932

1 077 113 000 759 780 550 000 3 040 199 358 452 400 410 5 222 917 6 234 791

15 800 113 000 699 840 550 000 3 337 570 420 620 436 750 5 573 580 8 278 830

530 591 238 355 14 600 80 126 863 671

549 927 219 731 34 665 77 945 882 268

535 000 206 600 33 680 67 848 843 128

530 000 206 600 33 680 90 000 860 280

706 810 962 433 62 931 1 732 173

526 819 308 278 769 963 85 537 1 690 597

344 286 590 565 130 725 1 065 577

350 000 657 780 601 950 1 609 730

622 569 539 866 671 791 675 955 2 014 949 463 653 1 151 502 6 140 286 628 015 109 243 23 535 9 496 924 2 023 521

590 262 576 895 521 066 641 895 1 319 152 717 321 663 471 5 030 062 384 312 131 035 33 433 808 856 8 960 563 1 260 890

669 370 588 330 764 610 704 123 1 845 942 1 410 754 862 000 91 065 6 936 195 364 910 190 000 35 700 177 234 9 612 743 1 091 313

647 560 611 130 142 780 1 093 370 990 050 1 959 710 1 213 320 854 650 135 250 7 647 820 506 630 202 610 32 450 10 859 520 1 102 230

LIGA PORTUGAL ANNUAL BUDGET

LIGA PORTUGAL BWIN ANNUAL BUDGET

DISTRIBUTION TO THE SPORTS SOCIETIES

INDIRECT DISTRIBUTION Stadium Surveillance Services Official Ticket Supplying Anti-Doping Control Match Balls AG Fund Dez 17 Referees Observers Delegates Others

tOTAL DISTRIBUTION TO THE SPORTS SOCIETIES EXPENSES

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

ORGANISATIONS AND ENTITIES Portuguese Football Federation Players' Union Other National Entities Other International Entities

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EVENTS, TRAINING AND OFFICIAL PRODUCTS League Cup Final Copa Ibérica Other Events Postgraduate Program Official Products STRUCTURE AND SERVICES Governing Bodies and Support to the Executive Board Administrative and Financial Strategic Planning and Management Control Technology Competitions Marketing and Sponsors Content & Media Disciplinary, Legal and Registration Services Integrated Management System OTHER OPERATING EXPENSES DEPRECIATION AND AMORTISATION FINANCIAL EXPENSES PROVISIONS AND IMPARITIES

TOTAL EXPENSES OPERATING RESULT

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ANNUAL INCOME

Value €

Associative and from Liga Portugal Operation of the Professional Competition

25 000 000 20 000 000

5 910 480 14 330 100

ANNUAL EXPENSES

Value €

Distribution to the Sports Societies Expenses

20 240 580

8 278 830 10 859 520

ANNUAL INCOME

Value €

ANNUAL EXPENSES

Value €

Associative and from Liga Portugal Operation of the Professional Competition

3 704 671 9 198 690

Distribution to the Sports Societies Expenses

3 103 154 7 486 130

15 000 000

19 138 350

12 903 361 10 589 284

10 000 000

15 000 000 10 000 000

5 000 000

5 000 000 0

0 Income

Expenses

Income

Expenses

PERCENTAGE OF INCOME SPENT

PERCENTAGE OF INCOME SPENT 95%

SUMMARY

Montante €

82%

SUMMARY

Montante €

Total Annual Income Total Annual Expenses

20 240 580 19 138 350

Total Annual Income Total Annual Expenses

12 903 361 10 589 284

BALANCE

1 102 230

BALANCE

2 314 076

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2021-22 SEASON | ACTIVITY PLAN AND BUDGET

DIRECT DISTRIBUTION League Cup Prizes B-Teams Share Commercial Rights Solidarity Mechanisms to Relegated Teams Stadium Surveillance Services Others

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LIGA PORTUGAL 2 ANNUAL BUDGET

LEAGUE CUP ANNUAL BUDGET

ANNUAL INCOME

Value €

ANNUAL EXPENSES

Value €

ANNUAL INCOME

Value €

ANNUAL EXPENSES

Value €

Associative and from Liga Portugal Operation of the Professional Competition

2 123 261 2 155 410

Distribution to the Sports Societies Expenses

2 706 059 2 784 002

Associative and from Liga Portugal Operation of the Professional Competition

82 549 2 976 000

Distribution to the Sports Societies Expenses

2 469 617 564 092

5 490 061

6 000 000

4 000 000

4 278 671

3 000 000

4 000 000 3 000 000

3 058 549

3 033 709

2 000 000

1 000 000

1 000 000 0 Income

Expenses

Income

Expenses

PERCENTAGE OF INCOME SPENT

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

128%

122

99%

SUMMARY

Value €

SUMMARY

Value €

Total Annual Income Total Annual Expenses

4 278 671 5 490 061

Total Annual Income Total Annual Expenses

3 058 549 3 033 709

BALANCE

(1 211 391)

BALANCE

24 840

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2021-22 SEASON | ACTIVITY PLAN AND BUDGET

5 000 000

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9 PROPOSED TREASURY BUDGET 2021-22

With the last sports seasons dedicated to the financial restructuring of the Liga, with strict compliance with all the agreements and payment plans established with the various partners, and with a treasury management that was always thoughtful and careful, it was possible to meet all the commitments,

genera-te liquidity for the Liga's current activity, with the Liga entering a clear path of positive treasury results. Cash flows, in operational terms, show the following evolution over the last few seasons:

3 759

4 000 € 3 000 € 1 458

2 000 € 1 000 €

593

722

1 308

1 123 118

2016-17

2017-18

2018-19

2019-20

2020-21

2021-22

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

2015-16

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2021-22 SEASON | ACTIVITY PLAN AND BUDGET

Thousands

Operating Activities Flow (Figures in thousands of Euros; 2015-16 to 2021-22 seasons)

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Financing Activities Flow (Figures in thousands of Euros; 2015-16 to 2021-22 seasons)

6 000 €

4 987

4 500 € 3 000 € 992 (120)

(240)

(230)

2015-16

2016-17

2017-18

2018-19

(136)

(1 500) €

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2019-20

2020-21

2021-22

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

1 500 € -

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

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For the 2021-22 season, Liga Portugal's cash flow budget resulting from the activity plan presented here shows an increase in revenues of 32% and in payments of 51%. Thus, for the 2021-22 season, it is expected that Liga Portugal will achieve a net cash flow result for the period of €93,710, with a clear perspective of maturity and financial stability, and with the capacity to implement all the projects it proposes.

Thousands

Regarding the flow of financing activities, in the previous season, despite all the constraints we faced, due to the epidemiological situation caused by the coronavirus, facing new challenges with major impacts on the cash flow of Liga Portugal, only the stability we found ourselves in allowed us to meet all our obligations, having contracted treasury financing of €1 million, which is less than what was budgeted for this sports season. Considering the start of the construction of the new headquarters building of Liga Portugal, approved by the General Assembly in September 2020, with the investment scheduled to start in the next sports season, the funding associated with this major project was also considered. The execution of such a large project will require a strict management of our cash flow, as future obligations will be challenging, but certainly with great return for the activity, with economic and financial benefits for Liga Portugal and its Members. Thus, with greater impact in the coming sports season, the following evolution of investment flows is expected:

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CONTACTS Liga Portugal services are available on weekdays from 9 am to 7 pm LIGA PORTUGAL HEADQUARTERS Address: Rua da Constituição, nº 2555 4250-173, Porto Tel.: 22 834 87 40 | Fax: 22 834 87 56 LISBON OFFICE Address: Alameda António Sérgio nº 22 – 5ºA 1495-132, Algés

PREFERRED POINTS OF CONTACT Geral geral@ligaportugal.pt Financial Department financeiro@ligaportugal.pt recursos.humanos@ligaportugal.pt Competitions Department competicoes@ligaportugal.pt Legal and Registrations Department juridico@ligaportugal.pt registo.contratos@ligaportugal.pt

Marketing, Commercial & Business Development Department marketing@ligaportugal.pt

2021-22 SEASON | ACTIVITY PLAN AND BUDGET

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STATUTES AND REGULATIONS The Statutes of Liga Portugal and its Regulations are available for consultation in full on the Liga Portugal website: www.ligaportugal.pt • Statutes of Liga Portugal; • General Regulations; • Competitions Regulations; • Refereeing Regulations; • Disciplinary Regulations.

Content & Media Department comunicacao@ligaportugal.pt Technology Department tecnologia@ligaportugal.pt DADE and Protocol dade@ligaportugal.pt protocolo@ligaportugal.pt

www.ligaportugal.pt

131