The last season, 2022-23, crowned the new champions of Liga Portugal bwin and Liga Portugal SABSEG, SL Benfica and Moreirense FC, respectively, in a remarkable season played under the motto #NãoPara (Don't Stop). And indeed, Liga Portugal did not stop!
The campaign to promote Effective Playing Time was a success, notably in the way all sports stakeholders – Players, Coaches, and Referees – embraced this cause and understood that a distinctive and attractive spectacle is incompatible with a game that is not fluid. A mindset shift in progress, resulting in small victories in various achievements in the past season.
Liga Portugal established itself as a central agent in the development of Portuguese Professional Football, in a completely atypical season with the World Cup taking place in the middle of the season. Despite the challenges, there were significant accomplishments in various areas, with contributions and proposals for essential legislative revisions for the industry, such as the Sports Violence Law; the review of compensation for damages arising from accidents of professional sports practitioners; the new Legal Regime for Football Clubs; or raising awareness of matters with an immediate impact on the sustainability of Football Clubs, such as tax frameworks and funds from Sports Betting.
Data collected in the last Professional Football Annual Report for the 2021-22 season show that Liga Portugal and the 34 Sports Societies contributed €617 million to the GDP and €214 million in taxes. Numbers that highlight the importance of our industry.
The 2023-24 season will be another important step in asserting Portuguese Professional Football. A season filled with great challenges in the first year of the 2023-2027 quadrennium, which we approach with ambition and optimism, aware of the challenges that lie ahead.
After mandates of financial recovery and credibility (2015-2019) and consolidation (2019-2023), the next quadrennium will be the assertion of Liga Portugal, guided by the Strategic Plan for 2023-2027, with seven main challenges, five action axes, and 29 strategic objectives.
The new business ecosystem of Liga Portugal will place the organization among the best business benchmarks, in a crucial season for Liga Portugal, with the inauguration of the Liga Portugal Arena, the new headquarters building, along with major events organized under the Liga Portugal brand, such as our professional competitions, the second edition of the Thinking Football Summit, and the last edition of the Allianz Cup before the regulated format change from 2024-25.
With the process of Centralization of Media Rights in full swing, Portuguese Professional Football is rapidly moving towards the future. Liga Portugal is aware of the enormous challenges that await and will continue to unwaveringly defend the interests of Professional Football.
We will count on the support and contribution of all stakeholders, especially our Fans – our reason for being – and those whom we hope will be our first ambassadors in every stadium in the country.
OPERATING RESULTS
(values in thousands of euros; seasons 2013-14 to 2023-24)
BUDGET 2023-24
INCOME
(values in thousands of euros; seasons 2013-14 to 2023-24)
After two terms marked by the inevitability of rebuilding Liga Portugal at a financial level – the first (2015-19) focused on recovery, and the second (2019-23) on consolidation – a goal fully achieved, as evidenced by eight years of positive financial accounts. This not only helped mitigate the risk of technical insolvency but also positioned us at this moment as a solid, credible, and highly professional institution. It is time for Liga Portugal to definitively assert itself as a major driver of the development of Portuguese football.
In this context, within the partnership between Liga Portugal and EY, there emerges an in-depth strategic planning effort for the next 2023-27 cycle of Liga Portugal.
Better prepared than ever for the future, we must embrace the forthcoming challenges without hesitation. They are numerous and crucial for the development of Professional Football as an industry.
The next four years will, make no mistake, be absolutely vital. The consolidation of the centralized media rights model is a must from which we cannot deviate an inch, continuing to implement measures that allow us to enhance our product.
The internationalization of Liga Portugal as a brand, seeking new markets, is another challenge awaiting us for the economic valorization of Professional Football, essential to maintaining sustainability and increasing the competitiveness of our Clubs. Additionally, the reduction of the contextual costs of the activity is an objective for which we will continue to advocate determinedly.
The Strategic Plan for 2023-27, developed by Liga Portugal in partnership with EY, shows us the way and points out the axes that should guide us over the next four years. It tells us that Professional Football competes in a market with an increasingly diverse entertainment offering, and the fan must be at the center of all decisions because they are the soul of this industry. It shows us that Liga Portugal should continue the path of professionalism and integrity, raising the standards for everyone involved in the industry. It urges us to be united around a greater good, Professional Football, and the defense of its interests, with Liga Portugal being its greatest guarantor. It raises awareness of the need for Professional Football to serve the community, acknowledging its social responsibility.
Built on the values of Liga Portugal - Credibility, Aggregation, Talent, and Entertainment – this Strategic Plan for 2023-27 aims to guide Liga Portugal's activities in responding to the challenges that lie ahead.
The football industry is undergoing a particular transformation, with the Strategic Plan for 2023-27 identifying the seven main challenges of the industry:
With the industry's growth, the financial perspective has gained a central dimension, sometimes resulting in a deterioration of the relationship with the fan. Therefore, it is crucial to understand their consumption habits and how they are changing in order to create effective re-engagement strategies.
With the growing transformation and industrialization of football, changes in European competition formats and the strengthening of European and international leagues have been observed. Similarly, there has been a positive evolution in women's football. These paradigm shifts pose challenges and opportunities for domestic leagues, hence for Liga Portugal and Portuguese Professional Football.
In a period of high challenges for Portuguese Professional Football, it is crucial to assist Clubs in their valuation, with a special focus on financial aspects, given the risks threatening the current business model of Portuguese football based on talent development, valuation, and sale.
The increasing complexity of the Portuguese and international Professional Football panorama requires Liga Portugal to undergo a continuous improvement and development process to perpetuate its growth and better lead the paradigm shift in Portuguese Professional Football.
Globalization has increased the representativeness and importance of international markets in European leagues. Thus, with the impending centralization of media rights and the potential impact of the sale of international media rights, it is imperative that Liga Portugal prioritizes and carries out an effective internationalization process.
The football industry stands out as one of the industries that give Portugal visibility beyond borders. However, there are different contextual costs that hinder the development of the competitiveness of Portuguese football, making it difficult to compete with clubs and foreign leagues.
Centralization is urgent for Portuguese football as it will improve financial conditions among Clubs, thus creating a greater competitive balance for various Clubs to develop themselves. However, it will bring numerous challenges that Liga Portugal and Portuguese Professional Football must face.
Mission, Vision, and Values articulate the essence of the organization's aspirations, defining its position in the world. They indicate where the organization wants to go and how it will get there. Liga Portugal values Credibility, Aggregation,
Ensure the excellence in organizing competitions, fully respecting the economic and financial sustainability of the institution and its associates.
Talent, and Spectacle in organizing each sporting season of three major competitions sustained by the excellence of its football.
Establish itself as one of the most important Leagues in Europe, always following international best practices, economically and sports-wise valuing Portuguese Professional Football.
CREDIBILITY
In all aspects, both in competitions and in business management.
TALENT
Both in competitions and their participants, as well as in the industry as a whole.
SPECTACLE
Gathering the ingredients for competitions to have an increasingly entertaining component inside and outside the stadiums.
AGGREGATION
Creating conditions to defend the superior interests of football.
In this sense, a new strategy for 2023-27 was defined, based on five strategic axes:
Fan
Credibility
For each defined strategic axis, a set of 29 strategic objectives were identified, which will materialize in 142 macro activities. STRATEGIC
5
29
142
This axis places the fan at the center of decision-making to create a stronger relationship and address their increasing disengagement from football as an industry. It is crucial to understand and bring the fan closer to football. This axis consists of 4 strategic objectives:
01. Knowing the fan: analyzing their consumption habits, geography, and purchasing power;
02. Bringing the fan closer to the football spectacle;
03. Monetizing the fan: developing a commercial strategy focused on them;
04. Raising awareness among fans: promoting positive behaviors.
For the execution of these four objectives, a plan of action with 30 macro activities has been defined.
This axis aims to affirm Liga Portugal's competitions as entertainment spectacles, simultaneously improving their image and perception in society. This axis consists of 6 strategic objectives:
05. Affirming the Liga Portugal brand in the football ecosystem;
06. Developing the Liga Portugal competitions;
07. Improving the fan experience at the stadium;
08. Enhance, standardize, and regulate the broadcasting of the audiovisual product;
09. Promote the internationalization of Liga Portugal's product and brand;
10. Ensuring a successful centralization process of media rights.
For the execution of these six objectives, a plan of action with 49 macro activities has been defined.
This axis promotes the reputation of the football industry through professionalism, contributing to its growth and affirmation. This axis consists of 12 strategic objectives:
11. Rethinking the governance model of Liga Portugal;
12. Promoting the reorganization and growth of the Liga Portugal as an organization;
13. Rethinking the financing model of Liga Portugal;
14. Promoting the financial sustainability of Football Clubs by creating additional revenue sources and controlling costs;
15. Supporting the development of infrastructures of Portuguese Professional Football;
16. Increasing transparency and fighting corruption in Portuguese Professional Football;
17. Promoting greater professionalism among sports professionals;
18. Promoting the use of technological and digital resources;
19. Combating negative externalities for the industry, while ensuring the quality of external services provided;
20. Developing mechanisms to streamline financial control and reporting;
21. Reducing the industry's context costs;
22. Attracting and training qualified human resources in the Professional Football industry.
For the execution of these twelve objectives, a plan of action with 41 macro activities has been defined.
This axis aims to align interests among various stakeholders through the promotion of collective appreciation efforts for Professional Football. This axis consists of 3 strategic objectives:
23. Aligning objectives and interests among stakeholders of Portuguese Professional Football:
24. Promoting positive values in the industry;
25. Supporting women's football, making it an integral part of our industry;
For the execution of these three objectives, a plan of action with 8 macro activities has been defined.
This axis promotes football as a driving force for social responsibility given its high visibility and impact on society. This axis consists of 4 strategic objectives:
26. Promoting football as a driving force for social responsibility given its high visibility and impact on society;
27. Positioning Liga Portugal in combating divisive social issues;
28. Aggregating and strengthening contact with local communities;
29. Integrating ESG (Environmental, Social, and Governance) standards into the industry.
For the execution of these four objectives, a plan of action with 14 macro activities has been defined.
3.1
Liga Portugal has reorganized its corporate structure, autonomizing its activities into different business units, subsequently consolidating all companies both financially and in terms of activities.
3.2
Liga Portugal, the parent company of the group, is responsible for the institution's core activities – associative and institutional activities and the organization of professional competitions.
At the associative and institutional level, crucial matters for the development of the Professional Football industry will be discussed among the Presidents of the Clubs. As statutorily defined, the Board of Liga Portugal is responsible for all administrative and managerial decisions of Liga Portugal, with the General Assembly being the supreme body of the League.
At the center of all its decisions will always be the Clubs and the development of Portuguese Professional Football. In this regard, Liga Portugal annually promotes its Working Groups to foster debate among the staff and managers of all the Clubs on common concerns related to different areas of work.
In addition to the regular organization of games and scheduling, competitions require the integration and participation of various departments of Liga Portugal in constant communication and coordination, emphasizing the quality of the spectacle and the participants in the game.
Liga Portugal Infreaestruturas aims to enhance, manage, promote, administer, and exploit the real estate assets owned by Liga Portugal.
The League's mission is to make Professional Football grow and maximize its potential in Portugal, fully aware that its responsibility goes far beyond organizing its competitions. With the assumption of becoming a league of excellence, the significant project of constructing a new headquarters building, adjusted to the increasing demands of this industry, became necessary and mandatory.
Thus, Liga Portugal Infreaestruturas will allow, in addition to managing and enhancing its own assets, the exploration of the Arena Liga Portugal building, located in the Porto Municipality, with the numerous positive projects that this investment will bring to all stakeholders, particularly the member clubs of Liga Portugal.
3.3
Liga Portugal Comercial aims to commercialize, license, design, and produce products related to professional sports competitions, as well as to promote, activate, and internationalize the Liga Portugal brand, ultimately for the monetization, valorization, recognition, and promotion of Liga Portugal and its Football Clubs.
Liga Portugal Comercial is based on four (4) business areas: Commercial & Sponsorships, Marketing Events & Activations, Official Products, and Business Development & Internationalization, with each of these areas playing a fundamental role in the company and group's objectives.
The Commercial & Sponsorships area aims to manage sponsors and partners constantly, conduct all conceptual and operational activities for the development of new commercial properties, and optimize Liga Portugal's sources of funding, reinforcing the financial position of Liga Portugal through the development of its commercial activities.
In turn, the Marketing, Events and Activations area is responsible for organizing events, marketing operations, and brand activations for the Liga Portugal, always focusing on the fan and the excellence of the spectacle in its actions.
Regarding the Official Products area, this business area is responsible for creating value and return for the brands in its ecosystem, developing the market and business of Professional Football merchandise. It is also responsible for the control and management of all public sales spaces and logistics with suppliers, Clubs, and partners.
As a final point, the Business Development area is responsible for developing, creating, and negotiating new properties, products, and services to increase the offering of Liga Portugal available for generating new income. The Internationalization aspect of this business area aims to increase the visibility, recognition, and promotion of the Liga Portugal brand beyond borders, establishing partnerships and attracting new investors to Liga Portugal.
Liga Portugal Centralização aims to study and define a proposal for the future centralized commercialization model of broadcasting and multimedia rights, as well as other audiovisual content, for professional football competitions in Portugal, and subsequently, the commercialization of these rights.
In accordance with the guidelines outlined by Decree-Law No. 22-B/2021, of March 22, regarding the centralized commercialization of media rights associated with professional football competitions in Liga I and Liga II, the Liga Portugal Centralização has been developing its activities with the primary focus of pursuing the following goals:
• Submitting a centralized commercialization model project to the Competition Authority (AdC) and the Government by June 2026;
• Commencing centralized commercialization from the 2028-29 season, with the fundamental aim of the growth and development of Portuguese Professional Football.
Football and Social Responsibility should definitively walk in the same direction and side by side.
In this context, and because Liga Portugal is aware of its duties in this field and the impact it can have on society, it has been conducting various Social Responsibility and Environmental Sustainability actions through the Fundação do Futebol, with the main objective of maintaining contact between these two worlds.
The establishment of a structured Foundation was an ambition of the current Executive Board of the League, with the project moving forward to help promote a fairer society, with and for football.
The Fundação do Futebol – Liga Portugal takes on the mission of being a link between Football Clubs and Social Responsibility, working towards a better Football and Society!
The positioning of the Liga Portugal clearly identifies the need to invest in the education of individuals who bring football to the Portuguese and international public, with the aim of having increasingly professional football in Portugal.
The Liga Portugal Business School aims to develop training solutions to build skills and develop talent in sports professionals, simultaneously promoting the general knowledge of sports and football in particular to the general public.
The Liga Portugal Business School was created with the purpose of deepening and transmitting differentiated knowledge, ensuring the accreditation needs of various sports professionals. At the same time, it aims to fill existing gaps by providing all interested parties with the transmission of specific knowledge related to the sporting realm.
Therefore, its objective is to allow contact with the professional sports reality through direct relationships with various sports and football entities, creating experiences and enabling close connections with the surrounding environment.
Combining theory with practice, the training offered by the Liga Portugal Business School aims to provide comprehensive, innovative, and high-advanced courses.
Another area of responsibility for this entity will be its connection to the business world through entrepreneurship projects, facilitated by the new headquarters building of Liga Portugal, where there will be a space exclusively dedicated to business incubation.
CONSOLIDATED 2023-24 ACTIVITY PLAN 04 2023-24
SEASON 2023-24
1
4 ORGANIZATION OF PROFESSIONAL COMPETITIONS
2 3
INAUGURATION OF THE NEW HEADQUARTERS
BUILDING
Arena Liga Portugal Thinking football summit 2023
2nd EDITION
FINAL FOUR OF THE ALLIANZ CUP
The Consolidated Activities Plan and Budget of Liga Portugal is the overarching document outlining all projects, activities, and their respective budgets to be developed within the Liga Portugal Group.
This organization of Liga's activities aligns with the implementation of the project to autonomize and specialize in specific areas, as described in the previous chapter.
Despite the development of a medium and long-term Strategic Plan, it is in the document presented here, the Activities and Budget Plan, that the measures to be implemented are practically executed, both materially and financially.
In a consolidated manner, a total of 328 projects and activities have been planned to be carried out throughout the 2023-24 season, as detailed in Chapter 5 of this document, complemented by the respective execution timeline.
In light of the existing corporate structure, Liga Portugal will be organized into 11 departments. In addition to the core departments of Liga Portugal, all departments work in a cross-functional manner for the various companies within the group. These areas ensure the execution of actions and enable the leveraging of the defined strategy, allowing the previously presented strategic objectives to be achieved.
The activities to be developed by each department will be presented in a macro perspective, based on the individual strategic objectives of each business unit currently representing the corporate structure of Liga Portugal. These objectives are globally aligned with the strategic positioning defined for the organization.
4.1.1. COMPETITIONS
The Competitions Department is responsible for organizing the three professional football competitions on the Portuguese calendar: Liga Portugal bwin, Liga Portugal SABSEG, and Allianz CUP. The Activity Plan for this area focuses on the continuous monitoring of games during the sporting season, as well as the preparation and framing of projects associated with the competitions.
Key aspects of the season's preparation and monitoring include the framework and constraints of draws, the creation of calendars and scheduling of games, and proposals for regulatory changes.
The delegates' project remains pivotal in improving and empowering the fourth team on the field, with assessment, recruitment, and various training programs throughout the season forming the basis for success.
In the Health Area, the organization of workshops and complementary events will be a reality throughout the season, with close contact with clubs and their clinical staff proving to be an added value highlighted by the pandemic.
The Security Area, crucial for overseeing security in professional competitions, will continue to coordinate with clubs and official entities (MAI, APCVD), aiming for safer competitions for teams and fans.
Refereeing team logistics will also fall under this department's responsibility after a challenging season, where the overall outcome was quite positive.
The ongoing focus on the evolution of competitions, analyzing both the international scenario and proposing measures that better suit our country's reality, will remain a priority for this department, always with the ultimate goal of promoting and improving Professional Football in Portugal.
4.1.2. FINANCIAL
The Financial Department is responsible for a diverse range of administrative and finacial functions within Liga Portugal. The financial and administrative monitoring of the entire organization (in clear growth) and Clubs is a cornerstone of this department.
The activities plan is a crucial forecasting tool for the entire organization, encompassing all objectives, actions, and strategies. All departments develop their activities plan reflected in their respective budgets, which, after approval by Liga Portugal associates, undergoes centralized and rigorous control by the department to promptly and efficiently identify budget deviations and enhance corrective measures. The planning phase will occur from March to May 2024, with a consistent focus on budget control taking place on the 8th of each month.
The department will ensure the daily accounting treatment of all documents, allowing for the monthly closure of accounts by the 6th of each month. It will also analyze monthly variations in cash needs and resources and prepare annual financial statements in accordance with accounting standards, developing the organization's annual report.
Liga Portugal and its Clubs will continue to provide financial support to their infrastructures, particularly those resulting from the Liga Portugal Statutes, especially the positive commercial exploitation results of professional competitions.
4.1.3. ECONOMIC CONTROL AND LICENSING
This department is responsible for preparing and implementing an economic control model based on rigorous pillars. It ensures that all Clubs, monitored with total responsibility, can participate in professional competitions with rules and goals consistent with the excellence and transparency that the business requires.
Licensing for professional competitions is a pillar within them, and the requirements and criteria to be met are becoming increasingly stringent. It is based on a manual that gathers various criteria and outlines their scheduling, as well as the respective administrative measures for those wishing to apply for professional competitions.
All documentation submitted by Clubs regarding various criteria will be analyzed, and their monitoring within various reports will be reported to the audit committee established under Decree 50/2013.
This department will also integrate the Technical Inspection Committee responsible for licensing various stadiums and subsequent monitoring, focusing on the pitch and lighting.
This department serves as a center for the production, analysis, and sharing of relevant information for management.
With the definition of the new Strategic Plan for 2023-27, it is necessary to monitor and align the activity plans of each season and each business unit annually to achieve the defined goals and strategies for the organization.
In line with the increasing professionalism of the sector, Liga Portugal seeks to organize and systematize information from an industry perspective that generates wealth and continuous development. Thus, the Barometer and Observatory of Liga Portugal emerge, responsible for producing studies and research on Professional Football, aiming to obtain specialized information from the industry. In partnership with the consulting firm EY, the development of the 7th Edition of the Professional Portuguese Football Annual Report 2022-23 is expected. This document represents a vital tool for measuring and monitoring the Professional Football industry.
This department also includes the Liga Portugal Data Center, where data is becoming increasingly relevant. It aims to provide different areas of Liga Portugal
and all stakeholders with the maximum information. Through a centralized data platform, information is compiled from various data sources, continuously updated, allowing for useful and dynamic information retrieval, with the ability to perform various analyses and forecasts.
This department plays a fundamental role in managing and developing the organization's human capital to ensure its quality and effectiveness in performing its functions and, consequently, achieving the goals defined for the sporting season. It is increasingly dedicated to adopting a strategic human resources vision, focusing on the continuous development of processes, including components such as Recruitment and Selection, Welcoming and Integration of new employees, Training and Development, Performance Management and Evaluation System (SGAD), and Remuneration and Benefits Management.
With the expected growth of Liga Portugal's organizational structure driven by strong investment in the development of its business area, reinforcing internal communication through the implementation of the Employee Portal, improving employee experience through organizational climate surveys, and investing in employer branding will be crucial for building and strengthening a positive organizational culture. The primary focus is to increase employee motivation, well-being, and satisfaction levels.
4.1.6. LEGAL
The Legal Department of the Liga Portugal is organized into two areas, namely the Legal area proper and the Registrations and Contract Records area.
The Legal area performs functions similar to those of a legal department in a significant-sized company. Its responsibilities include drafting contracts, providing legal advice, and legally assisting the administrative and control bodies, as well as all other departments of the Liga Portugal.
Given the special nature of Liga Portugal as a professional league entrusted with exercising public powers, including regulation, the Legal Department, in accordance with the directives of the Board, oversees the regulatory production process of the association. This involves the participation of ordinary member Club, coordinating the Legal Working Group, as well as the Regulatory Working Group, and consulting with key stakeholders such as professional associations and the Federation. Due to Liga Portugal's nature, the Legal Department is also involved in negotiating and drafting various contracts related to Liga Portugal and its competitions, including sponsorship, service provision, and the commercialization of various rights, from broadcasting ones to those embodied in various visible properties on match days.
As Liga Portugal also functions as an association of employers, the Legal Department conducts collective negotiation processes related to the establishment, termination, or negotiation of collective labor regulation instruments. Considering the creation of entities within the Liga Portugal framework, such as the Fundação do Futebol and the recent business plethora, the Legal Department monitors and provides legal assistance to the administrative bodies and activities of six entities.
On the other hand, the Registrations and Contract Records area carries out Liga Portugal's functions regarding the registration of professional football players' employment contracts and the employment contracts of coaches leading teams in Liga Portugal-organized competitions. It is also responsible for registering all sports professionals working in these competitions and issuing their respective licenses. With a growing importance for the well-being and image of competitions and competitive balance, this area organizes and monitors the quadrennial process of salary verification and control.
The technological area is present and fundamental in all professional activities, playing an increasingly differentiated role in the results of companies and organizations. Through intelligent and strategic use of technology, it is possible to achieve excellence, reduce costs, and improve operational effectiveness.
In football, technology has revolutionized how athletes train, compete, and recover from injuries. Technological advances have led to the development of equipment and devices that enhance the overall performance of players and teams, providing precise and real-time data on athletes' performance and tactical schemes.
Regarding internal management and information processing, the Technology Department has brought unprecedented efficiency. The digitization of documents and the adoption of data management and storage systems allow quick and easy access to relevant information, eliminating the need for paper and physical files. An excellent example of this is the dematerialization of the entire Competition Licensing process, which notably brought together all documentation related to various criteria on a single platform, with automatic management of submission periods.
Significant management modules for teams and competitions, provided through the Club Portal, have simplified tasks such as filling out regulatory documents and match reports. This is complemented by a unique platform for the registration of contracts and registrations.
Another good example is how a secure information transfer bridge is being established between Liga Portugal and the Portuguese Football Federation (FPF), ensuring that the process is restricted only to strictly necessary agents and that the flow is robustly protected by digital security best practices.
Through continuous investment in innovative technological solutions, it is possible to strengthen the competitiveness of clubs, enhance the fan experience, and drive the growth and modernization of Portuguese football as a whole.
Projects such as eLiga, Data Warehouse, Ticketing Digitization, and MatchDay Module will be directly focused in the development plan of the Liga Portugal Technology Department.
The corporate communication area aims to fully accompany all activities of Liga Portugal, both internally and externally. It promotes relationships with the media to ensure efficient and clear coverage of competitions, as well as Liga Portugal's political decisions and practices, always striving for positive communication.
In this context, information about Liga Portugal's activities, incidents, and information related to the activities of Clubs and sports, in general, will be produced and systematized.
Daily press reviews and continuous monitoring of all sports information published in the media will remain part of the planning. The objective is to maintain close and constant contact with the media to advise them on matters associated with Liga Portugal and its competitions.
Assistance to clubs is a fundamental goal, especially in the lead-up to Centralization, enabling them to invest in better television infrastructure and meet the minimum conditions required for a centralized reality. Consulting with clubs is a priority for the current Liga Portugal administration. A good television product is essential to attract fans to the stadiums, an objective to which we are increasingly focused in achieving.
While maintaining written publications such as Liga-te, Plano B, and the Final Four Matchbook, the main focus will be on the continuity of creating audiovisual content, including the launch of an Over-The-Top (OTT) platform serving Professional Football Clubs and their fans.
The Digital area plays a crucial role in promoting professional competitions and engaging with different Liga Portugal partners. It encompasses various aspects of the digital environment, from web advertising to social media management, database management, and gamification strategy. Rigorous monitoring of the
entire digital ecosystem ensures compliance with predefined metrics.
Given the constant evolution of the digital world, adapting existing platforms to new realities and developing new platforms and engagement tools is necessary to exponentially increase fan interest in professional competitions.
Due to its growing popularization, leveraged by changes in consumer habits and the increasing prominence of digital areas, eSports is now a key asset for reaching younger audiences. Its popularity has consequently led to the professionalization of competitions. Liga Portugal will continue to extend its commitment to eSports, through competitions played only by clubs that belong to professional football.
4.1.9. SUPPORT TO THE EXECUTIVE BOARD
This department provides direct support to the President, Executive Board, and Social Bodies of Liga Portugal throughout the sporting season. It is responsible for organizing, coordinating and carrying out all the activities inherent to the Executive Board's advisory, secretarial and protocol services, as well as advising on the interconnection between the League's various stakeholders, public and private entities.
The DADE manages the logistics of meetings, representation events, and visits, as well as invitations, ensuring the correct implementation of protocol standards at events organized by Liga Portugal and supporting various organizational processes.
It includes the Protocol area, which handles invitations, coordinates confirmations, prepares seating arrangements, and welcomes guests at Liga Portugal events, ensuring the strengthening of Liga Portugal's relationships with its Social Bodies, Sports and Football Entities, Sponsors, and Partners.
4.1.10. SUPPORT TO LEGAL BODIES
This department ensures the day-to-day operations of the Judicial Council and the Instructors' Committee of Liga Portugal throughout the sporting season.
As far as the Jurisdictional Council (CJ) is concerned, the DAOJ is responsible for managing all the logistics and secretarial support for the meetings of that body, as well as ensuring the expedition of all cases, from the instigation to the final decision, within the scope of internal discipline and arbitration, as provided for in the Statutes and General Regulations of Liga Portugal.
With regard to the Commission of Instructors, the DAOJ is responsible for providing all administrative and operational support to the body responsible for investigating disciplinary procedures within the scope of sports justice, publicising the decisions of the Professional Section of the FPF Disciplinary Board, ensuring that disciplinary hearings are held when they take place at the Liga Portugal headquarters, monitoring improper hierarchical appeals and court decisions, registering disciplinary sanctions and providing administrative support for their execution, as well as drawing up cost accounts under the terms of the Disciplinary Regulations.
The Integrated Management System Department aims to ensure compliance with Quality, Information Security, and Anti-Corruption normative requirements implemented and certified at Liga Portugal and the Fundação do Futebol. It also seeks to promote the organization's commitment to complying with laws, regulatory requirements, standards, and best practices in governance, integrity, and ethics.
Constantly updating and improving business support processes is considered crucial to ensuring transparency and excellence, aligning with the objectives defined in its Management Policies.
Liga Portugal Infrastructures is responsible for the management, promotion, administration, exploration, and leasing of real estate within the Liga Portugal group. It manages the property located on Rua Castilho in Lisbon, which is currently leased to third parties.
One of Liga Portugal's largest and most recent projects is the construction of the new headquarters building, the Arena Liga Portugal. This state-of-the-art space will include an auditorium. with a capacity of about 300 people, a multipurpose room for events hosted by Liga Portugal and external entities, a business incubation center with co-working space, and a dedicated floor for training. It aims to elevate the home of all Clubs to a new level, enhancing spaces and selfsustainability.
Arena Liga Portugal will also feature a Liga Portugal Store, a Professional Football Museum, a restaurant and bar area, a "high-tech" football zone dedicated to performance and sports-related activities, and a space for children's parties. Additionally, it will provide a unique experience to the community, with a spacious square and green spaces perfect for hanging around and socializing.
Construction began on February 22, 2022, with the symbolic laying of the first stone. The completion and start of the property's operation by Liga Portugal Infrastructures are expected during the 2023-24 season. This season will be a starting point for this project, involving negotiations and partnerships for different spaces within the building, as well as the contractualization of various maintenance and assistance services.
Managing, promoting, administering, and exploring this new building will be a challenging and crucial period, for which preparations have been made with great foresight. 4.2
Development of the "Football is YOU!" Campaign An annual 360º campaign with a well-defined target audience: fans, with a special focus on families, women, and children.
The goal of this campaign is to enhance the experience of watching professional competitions, promote fan engagement in the spectacle, and consequently increase stadium occupancy rates. In addition to this fan-focused campaign, efforts will continue to build on the work done in the "Don't Stop" campaign, with a significant emphasis on effective playing time, promoting positive football, and fair play.
4.3.2. COMMERCIAL ACTIVITY & NEW BUSINESS
Maintaining partnerships that generate the highest return for Liga Portugal, through the development and implementation of a governance model for all types of partners and monitoring their return on investment.
Negotiating new business deals that represent new revenue sources, diversify the commercial portfolio, and reignite fans' passion for the game, enhancing visibility, activations, and engagement. Special focus on collective licensing agreements, both physical (managing and developing new and current sales points, as well as managing all Official Products present in these points) and online.
Generating new revenue sources for Liga Portugal by optimizing its resources and know-how, adopting a football valorization strategy, producing knowledge, attracting investors, and contributing to the brand's projection and visibility domestically and internationally.
4.4.1. DEFINING THE OBJECT TO BE COMMERCIALIZED
The definition of strategies underlying a marketing model presupposes a clear delineation of the product to be marketed and the identification of how the characteristics and specificities of that product can add value to the sales process.
In the next season, following the benchmarking conducted on other leagues, a proposal for defining the object will be presented.
4.4.2. REGULATION PROJECT AND MARKETING MODEL
Liga Portugal Centralização must present to the Competition Authority and the Government, by June 2026, a centralized model of selling media rights along with the regulation project that will serve as the basis for this operation.
In the coming season, legal advisory services will be selected to support this matter, and actions will be taken to monitor the evolution of rules and marketing models in other leagues, with the ultimate goal of presenting a proposal for regulation and marketing model.
4.4.3. ARTICULATION WITH THE COMPETITION AUTHORITY
Liga Portugal Centralização will regularly hold working meetings with this institution to coordinate and align expectations and viewpoints on the work done and the final product to be presented.
In this context, a survey of competition issues to be considered for the construction of the regulation and marketing model will be carried out, which will be discussed and evaluated with the Competition Authority.
4.4.4. INTERNATIONAL EXPANSION PLAN
With the aim of exploring new markets and engaging with international players, Liga Portugal Centralização will continue its internationalization project of the Allianz CUP Final Four.
4.4.5. TRANSVERSAL ACTIVITIES
Various activities will take place, such as Board of Directors meetings, meetings with technical subgroups, meetings with different stakeholders, and other working meetings.
During the 2022/2023 season, Liga Centralização developed a Request for Proposal Concept to obtain conceptual proposals from the market that would allow the development of the centralization project, including its possible anticipation. Following this project, in the first semester of the next season, we will conclude it, present a decision proposal, and outline next steps.
4.4.6. COORDINATION OF STUDIES/SPECIALIZED SERVICES
Liga Portugal Centralização will coordinate and supervise any specialized services conducted by external entities, aiming to systematize complex information, study the feasibility of solutions, and support strategic decisions.
4.5.1. THIS GOWN HAS POWERS
This project involves transforming the official Club jerseys into hospital gowns for hospitalized children. The main purpose of this initiative is to bring joy to these children, indirectly contributing to the recovery process and strengthening emotional ties with the Clubs. This Gown Has Powers, besides providing a different day during the gown deliveries, will leave the hospitalized children with a symbolic piece that conveys all the strength and joy they need throughout the hospitalization process.
4.5.2. ONE CLUB, ONE COMMUNITY, ONE FOUNDATION
Presentations to the Clubs on the foundational logic, as a strong asset in the practice of Social Responsibility and community engagement. Raising awareness among football clubs for the creation of a Foundation through which, in addition to more effective practices for the common good, they can derive enormous benefits.
This project envisions an understanding by the Clubs that make up professional competitions of their active role in communities. Social change is demanded with a greater number of institutions working for the well-being of their communities, reaffirming Professional Football as a tireless industry operating beyond the four lines and shaping the idea that Professional Football is an unsurpassed vehicle for positive and necessary values in society.
4.5.3. INTERNATIONAL CONFERENCE ON SPORTS FOUNDATIONS
The first major meeting of sports Foundations will take place within the scope of the Thinking Football Summit and aims to create an evaluation and reflection approach on the major themes linking Professional Football to social intervention, initially in its communities and in the long term contributing to the countries where it operates. In the forum designed to discuss the Football industry, the Fundação do Futebol will bring to the discussion the importance that Football, its stakeholders, and professional competitions have for their communities of operation. It will envision Professional Football as a vehicle for dissemination and as a driving force for social change, that is essential today. In parallel, the Social Responsibility and Environmental Sustainability program practiced in this event will be reinforced with social initiatives to support the surrounding communities.
4.6.1. INITIAL TRAINING
Since knowledge is the foundation for the professionalization of football, the aim is to ensure excellent training for various sports professionals, enabling them to perform their functions in a demanding and evolving sector. Therefore, based on the obligation of sports professionals included in the technical sheet to attend training provided by Liga Portugal from the 2024-25 season, five regulatory courses of three hours each will be created, starting in the 2023-24 season.
4.6.2. CONTINUOUS TRAINING
The training offer from Liga Portugal Business School aims to promote the acquisition of new knowledge and stimulate continuous and permanent training for all sports professionals, as well as those who aspire to work for the Clubs or Liga Portugal, providing them with vital tools for their professional development and contributing to their integration into institutions.
Thus, in partnership with the Católica Porto Business School, 11 short-duration courses will be implemented in the areas of Administration, Management and Organization, as well as Marketing and Communication. In this context, online courses will also be available, with a broad training offer, aimed not only at the national public but also internationally.
4.6.3. SPECIALIZED TRAINING
Liga Portugal Business School will continue to focus on its Post-Graduations - Organization and Management in Professional Football and Communication in Professional Football - which, in addition to providing students with specific knowledge about Professional Football, also aim to bring them closer to the reality of clubs, providing them with a more practical perspective of our national football.
4.6.4. EDUCATION
Liga Portugal Business School will create, together with the Católica Porto Business School, two optional subjects related to Professional Football in the undergraduate courses of that institution, starting in the new sporting season, aimed at all students with an interest in this subject.
Consolidated Schedule of Projects and Activities for 2023-24 05 Schedule
Proposal for the Consolidated Budget 2023-24 06 Proposal for
We embark on what will be the most important and defining period for Liga Portugal. Four years in which the future will be shaped through truly foundational decisions for Professional Football. The 2023-27 quadrennium presents new challenges that we will face with the enthusiasm and ambition that have defined this institution over the past eight years. Because Liga Portugal is now more prepared than ever to face the future without fear.
Today, we are a solid, robust, and credible institution, thanks to the professionalism and consistency that have restored the trust of all our partners. Eight years of consecutive positive accounts allow us to approach the next four years with a perspective of sustained growth.
However, we will never forget, because we cannot forget, where we started in 2015 when Liga Portugal was on the brink of economic and financial insolvency. The financially stable situation we find ourselves in today was only possible to achieve through intense work, always guided by discipline. This work allowed for the maintenance, acquisition, and enhancement of new sponsors, enabling sustainable revenue growth, as reflected in each management tool, always with positive accounts.
Over the years, Liga Portugal has successfully carried out planned activities, never compromising the need for sustained balance in its various aspects, but primarily in its financial aspect — a fundamental pillar of stability in all organized structures.
The first four years of this administration were a period of profound reorganization and rehabilitation, relying on the collaboration, commitment, and effort of all. Only in this way, with a perspective of common working synergies, was it possible to achieve the goal of covering all accumulated negative results from years before 2015, amounting to five million euros. In the 2019-23 quadrennium, the objective of consolidating Liga Portugal as a solid and credible institution was achieved, laying the groundwork for the next four years as a period of national and international assertion of the brand.
As we approach the start of a new season, based on this budget — a significant management tool — we reaffirm that it holds to the principles of Credibility, Talent, Spectacle, and Aggregation, which we will never abandon. These values, along with the stabilization of the best international practices, form the foundation of goals and planned activities, focusing on various pillars/targets and positions of Liga Portugal.
Following the organizational work carried out in recent seasons by Liga Portugal, new associated companies were established: the Fundação de Futebol – Liga Portugal, Liga Portugal Business School, Liga Portugal Centralização, Liga Portugal Comercial, and Liga Portugal Infraestruturas.
Positive results are expected from these companies, with the natural exception of Liga Portugal Centralização, due to the intrinsic reasons related to future investment in this matter.
In the premise of maintaining the execution of organized and professional work by this administration and solidifying the financial stability of the institution, the consolidated budget for the 2023-24 season anticipates total revenues of €26.5 million and expenses of €25.4 million. As can be anticipated, another positive operational result of approximately €1.1 million is expected, signifying meticulous management of its expenses and income.
Therefore, the budget presented for 2023-24 translates into a budget with regular progression, consolidating the maturity and total financial stabilization of Liga Portugal.
Liga Portugal will do everything in its power to ensure that the fulfillment of these goals is completed with the urgency dictated by the needs in the near future. The current administration will not deviate from its focus, vision, and planning, meticulously outlined in the pursuit of achieving its set goals.
In the 2023-24 season, a consolidated budget of the Liga Portugal Group, integrating various subsidiary companies—Liga Portugal Infraestruturas, Liga Portugal Comercial, Liga Portugal Centralização, Fundação do Futebol – Liga Portugal, and Liga Portugal Business School — will be presented for the first time.
EVOLUTION OF REVENUES, EXPENSES, AND OPERATING RESULTS OF THE LIGA PORTUGAL GROUP
(values in thousands of euros; seasons 2013-14 to 2023-24)
For the 2023-24 season, a consolidated operating result of 1.1 million euros is estimated for the Liga Portugal Group. In the first year of presenting the consolidated budget, various companies show balanced values. It is anticipated that they will be able to execute the proposed activity plan, limited by strict budget compliance. Regarding Liga Centralização, the budget proposal is deficitary, as the Liga Portugal Centralização will continue to allocate its technical team to the development of the centralized commercialization model for broadcasting and media rights, requiring external consultancy services.
OPERATING RESULT (values in thousands of euros)
Consolidated revenues for the Liga Portugal Group amount to 26.5 million euros for the 2023-24 season. Revenues from the operation of professional competitions naturally have significant weight. Associative revenues continue to be relevant, both due to registrations, transfers, fines, and protests.
Among associated companies, Liga Portugal Comercial's revenues are highlighted, primarily from statistical data collection, official product marketing, sponsorship brokerage, and revenues from events such as the Thinking Football Summit and the League Cup Final.
Other relevant revenues for the 2023-24 season include those from the formative sector, both from post-graduate programs and online courses (Liga Portugal Business School), as well as revenues from the sale of media rights (Liga Portugal Centralização).
EVOLUTION OF THE LIGA PORTUGAL GROUP INCOME (values in thousands of euros; seasons 2013-14 to 2023-24)
Estimated associative and Liga Portugal revenues for the upcoming season are around 5.9 million euros, representing 22% of total revenues. The items corresponding to registrations and transfers, as well as fines and protests, continue to be highly relevant, accounting for about 62% of total revenues of this nature.
On the other hand, revenues from sports betting (Placard and Online Betting) also play a significant role in the structure of these revenues. Given their current importance and trend, it is expected that, for the upcoming season, they will represent about 33% of associative and Liga Portugal income.
Therefore, for the 2023-24 sporting season, the following distribution of associative and Liga Portugal income is expected:
Regarding online betting, it is important to note that this revenue is directly derived from the Special Tax on Online Gambling (IEJO). Therefore, in future discussions and approval of the State Budget for 2024, similar to the amendment made in the State Budget for 2020, changes in the calculation of this tax may potentially occur. At this point, we cannot predict its impact on the Liga Portugal budget.
Therefore, maintaining caution in budgeting for most of these revenues, a prudent stability of these revenues is expected. However, due to their nature, their execution can be quite variable.
Revenues from the operation of professional competitions clearly play a significant role in the structure of total Liga revenues, representing a significant 78% for the upcoming season, with estimated revenues of about 20.6 million euros.
With naming sponsor contracts for Liga Portugal bwin and Liga Portugal SABSEG, as well as renegotiation of some existing contracts in the upcoming season, an increase in sponsorship revenues from the operation of professional competitions is projected.
The distribution of revenues from the operation of professional competitions for this sporting season is expected to be as follows:
6.3
Distribution is carried out by Liga Portugal, both directly to the clubs and indirectly by supporting expenses related to the organization of competitions. As seen in the analysis of the graph below, this item has had a positive evolution over time, except for the 2020-21 season, where due to the decrease in the competitive framework, there was also a lower distribution of funds to clubs. For the 2023-24 season, an increase of about 11% is expected in this category compared to the forecast for the ongoing season, reaching a total of 9.2 million euros.
EVOLUTION OF DISTRIBUTION OF FUNDS TO CLUBS (values in thousands of euros; seasons 2013-14 to 2023-24)
Regarding direct distribution, for 2023-24, a total of Allianz CUP prizes is estimated at 2.8 million euros, maintaining the values distributed in 2022-23.
Regarding the values of quotas for B Teams, to be distributed equally among the participating teams in Liga Portugal SABSEG, and maintaining the values to be paid by each B team as provided in the respective regulations, the maintenance of this category is expected for this season, as two B Teams will remain in competition in 2023-24.
On the other hand, as has been the case since 2018-19, with the change in the concept of TV quotas approved by the Clubs themselves, a solidarity mechanism of €300,000 was created, providing direct support to Clubs who were relegated to Liga Portugal SABSEG. In addition, although highlighted as indirect distribution in this management document, an amount of €550,000 is allocated to the creation of a fund to address unforeseen circumstances that may arise.
Therefore, regarding direct distribution, in addition to the funds related to sports betting, where Liga Portugal simply intermediates the operation, the distribution will have the following breakdown in the 2023-24 season:
Indirect distribution encompasses all expenses incurred by Liga Portugal that are intrinsic to the organization of professional competitions. In this sense, Liga Portugal foresees the continuation of support to the Clubs in general, regarding the expenses related to anti-doping control operations in professional competitions and the costs associated with the acquisition of match balls.
As mentioned earlier, and as has been the case since 2018-19 with the change in the concept of TV quotas approved by the Clubs, the establishment of a fund to address unforeseen events that may arise, in the amount of €550,000, was approved.
Expenses related to refereeing, observers, and delegates are the most significant in this category, representing approximately 77% of the budget under analysis. Thus, for the 2023-24 sporting season, the following distribution is anticipated:
Founded on a constant commitment to new and essential projects and new revenue drivers, and primarily in the continuous pursuit of improving the organization of competitions and providing excellent services to affiliated Clubs, an increase in expenses of around 17% is expected for the upcoming season. The budget for Liga Portugal's expenses for the 2023-24 season, overall, has the following distribution: 6.4
All protocols and agreements in force in 2022-23 are maintained for the 2023-24 season, aiming for stability and increased involvement among all entities involved in professional football. The entity with the most significant values in this category is the Portuguese Football Federation, representing about 61% of the total item.
Thus, the following distribution of values to be allocated to various organizations and entities is expected for the next sporting season:
Other National Entities
International Entities
The consolidation of Liga Portugal's structure and services has always been a priority for the current administration in its various activity plans. The plan under analysis could not be otherwise, highlighting the continued emphasis on the expertise of its resources to make the development and modernization process even more robust and efficient. A cohesive and highly competent team are qualities that all organizations aspire to achieve.
Maintaining the focus on technology-related projects directly linked to the organization of competitions is the essential goal of this management tool, aiming to increase competitiveness and the ability to enhance and promote them.
Thus, for the upcoming season, the distribution of expenses for Liga Portugal's structure, as well as all planned services according to the presented activity plan, is expected to be as follows:
Governing Bodies and Support to the Executive Board
Support to the Legal Bodies
Economic Control and Licensing
Human Resources
Communication, Content and Media Legal
Integrated Management System
Strategic Planning
Financial Technology
Competitions
CASH FLOW
With the recent seasons focused on the financial restructuring of Liga Portugal and through the meticulous fulfillment of all agreements and payment plans established with various partners, combined with consistently thoughtful and careful cash management, Liga Portugal has managed to meet all commitments, generate liquidity for the league's ongoing activities, and enter a clear path of positive cash flow results.
The cash flows, in operational terms, show the following evolution over the past seasons:
CASH FLOW FROM OPERATING ACTIVITIES
(values in thousands of euros; seasons 2015-16 to 2023-24)
Regarding investment activity flows, for the 2023-24 season, considering the start of construction of the new headquarters building for Liga Portugal, approved at the General Assembly in September 2020, and with the investment set to begin in the upcoming season, financing associated with this significant and impactful project was also taken into account.
CASH FLOW FROM INVESTMENT ACTIVITIES
(values in thousands of euros; seasons 2015-16 to 2023-24)
Implementing a project of this scale will require the meticulous maintenance of rigorous cash management, as future commitments will be challenging and stringent, but undoubtedly with significant returns for the business, bringing economic and financial benefits in the future for Liga Portugal and its Associates.
Thus, with a more significant impact in the upcoming sporting season, the following evolution of financing flows is anticipated:
CASH FLOW FROM FINANCING ACTIVITIES
(values in thousands of euros; seasons 2015-16 to 2023-24)
For the 2023-24 season, the cash budget for Liga Portugal resulting from the presented Activity Plan reflects a 12% increase in receipts and a 9% increase in payments.
It is estimated that Liga Portugal will achieve a net cash flow result of €187,200, with a clear perspective of maturity and financial stabilization, and the ability to implement all proposed activities and projects.
STATUTES AND REGULATIONS
The League Statutes and Regulations are available for consultation on the Liga Portugal website: www.ligaportugal.pt
• Statutes of Liga Portugal;
• General Regulations;
• Competitions Regulations;
• Refereeing Regulations;
• Disciplinary Regulations.
CONTACTS
Services are available on weekdays from 09 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
M: Torre Monsanto -Rua Afonso Praça, 30, 10th Floor Miraflores, 1495-061 Algés
Preferred points of contact:
General geral@ligaportugal.pt
Competitions Department competicoes@ligaportugal.pt
Economic Control and Licensing Department licenciamento.financeiro@ligaportugal.pt
Strategic Planning Department planeamentoestrategico@ligaportugal.pt
Human Resources Department recursos.humano@ligaportugal.pt
Legal Department juridico@ligaportugal.pt
Technology Department tecnologia@ligaportugal.pt
Communication and Content & Media Department comunicacao@ligaportugal.pt
Protocol dade@ligaportugal.pt protocolo@ligaportugal.pt
Integrated Management System Department sgi@ligaportugal.pt
Liga Portugal Infraestruturas infraestruturas@ligaportugal.pt
Liga Portugal Comercial comercial@ligaportugal.pt
Liga Portugal Centralização geral@centralização.pt
Fundação do Futebol – Liga Portugal fundacaodofutebol@ligaportugal.pt
Liga Portugal Business School business.school@ligaportugal.pt