6.1 TRANSVERSAL PROJECTS AND ACTIVITIES

KICK-OFF 2022-23 liga portugal bwin

ALLIANZ CUP AND FINAL FOUR

Working Groups and Annual Meetings

Consultancy to the Liga Portugal Sports Societies liga portugal

SABSEG

Liga Portugal Playoff

Presidents Summit

Thinking Football Summit

Match Center

Global Statutory and Regulatory Review

With another sports season in view, the Kick-Off marks the start of the professional competitions organised by Liga Portugal for 2022-23: Liga Portugal bwin, Liga Portugal SABSEG 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 televised 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 sports season where our Talented players will shine, and which will culminate in the crowning of three new champions.

The relationship between these two institutions aims toward 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 who compete against each other over 34 matchdays.

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:

• Innovation in the brand activation equipment for the 2022-23 season, together with the sponsors and partners, and in articulation with the Sports Societies, television operators, among other sports professionals;

• Implement an opening ceremony, which marks the beginning of the Competition;

• Ensure greater media exposure of this competition, with a view to increasing its AVE;

• TV product monitoring and consultancy to Sports Societies;

• 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, 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 Manual;

• Increase technological integration, namely at the level of management and operational competition applications.

SABSEG, defined during the 2018-19 season;

• Monitor the locally-trained and Under-23 players, through the match sheets of the Liga Portugal SABSEG games, confirming if the Sports Societies include the minimum number of locallytrained Under-23 category players, required by the guidelines, in order to effectively develop young Portuguese players;

• Develop new initiatives and campaigns in order to promote the competition and our young talents, maintaining the airing of the Liga Portugal SABSEG 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;

• Develop and implement a first advertising display at all competition matches;

Liga Portugal 2, the second professional league with 34 matchdays, is composed of 18 teams, two of which being B teams.

• TV product monitoring and consultancy to Sports Societies;

Liga Portugal bwin is the name of the top-tier competition of Portuguese Professional Football.

• Create events with sponsors and partners, namely in terms of client experience 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;

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 SABSEG, namely through better pitches, infrastructures and organisation.

In an articulated manner, a set of actions will be carried out in the 2022-23 season:

• Continue the implementation of the Dynamization Plan for Liga Portugal

• Increase awareness among TV operators to improve the broadcast quality of the matches (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;

• Develop an Infrastructure Manual for Liga Portugal SABSEG.

Allianz CUP is the most recent professional competition organised by Liga Portugal. It includes all the clubs of the Liga Portugal Bwin and Liga Portugal SABSEG, with the exception of the B teams.

The Allianz Cup has stood out for its sense of spectacle and emotion, showing a very interesting return for all stakeholders involved. The last editions of the competition have reached figures worthy of being highlighted in the pages of the best moments of Professional Football in Portugal, which consolidates the positioning of competition in the national sports calendar.

For the next edition, a new cycle begins, with the contract extension of the sponsor and also with the implementation of a new format of the competition.

With the World Cup taking place under a new context, with a mid-season break, it was important to make the most of this period - November and December - which will mean "inactivity" for most of the players not called up for the World Cup. Thus, in the Competitions Working Group, the clubs approved a new format, adapted to this reality.

In 2023, the Final Four will take place for the third time in Leiria. An edition where Liga Portugal will try, once again, to play an active role in innovation, trying to find new formulas to attract even more fans and partners to the Football Week. In this way, specific and integrated actions are ensured by the various departments to achieve common goals, to be underlined for this season:

1st Stage: 14 games (jul)

2nd Stage: 8 games (jul)

3rd Stage (groups): 12 games (sep- oct- dec)

Semifinals: 2 games (jan)

Final: 1 game (jan)

37 GAMES

2022-23 (adaptation)

1st Stage (groups): 56 games (nov-dec)

Quarter finals: 4 games (dec)

Semifinals: 2 games (jan)

Final: 1 game (jan)

63 GAMES

• Guarantee greater media exposure for the event and the sponsors associated with it, namely for the new naming sponsor of the event;

• Develop and implement Portugal 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, marketing operations and ceremonies, among others;

• Develop several marketing activities, communication, public relations and promotion tools, aiming to create notoriety and consolidate activities already implemented, such as the Fan Zone, eSports, Official Products, Fan Music, Fan Run, among other non-stadium activities;

• Articulate between all professionals involved, from the Host City, security forces, sponsors, and clubs involved, among others;

After the success of the new system implemented in the professional competitions, Liga Portugal maintains the promotion/relegation playoffs in its league competitions. 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 SABSEG to fight for a place in the top tier of Portuguese football.

It brings hope to the Sports Societies that cannot directly qualify for the Liga Portugal Bwin and a chance to the thirdbottom classified fight for non-relegation.

2023-24 (Formato atual)

• Consolidate creative ways to engage sponsors and create partnerships;

• Facilitate all the proper conditions for the teams involved;

Like in the previous season, there will also be a playoff for access to Liga Portugal SABSEG, which will be played between the club that finishes immediately above the relegation zone and the third-placed team in Liga 3, also played over two legs.

This play-off format allows for greater competitiveness and integrity of competitions.

1st Stage: 14 games (jul)

2nd Stage: 8 games (jul)

3rd Stage (groups): 12 games (sep- oct- dec)

Semifinals: 2 games (jan)

Final: 1 game (jan)

37 GAMES

• 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 implementan integrated promotion and communication plan for the competition.

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 Competition, Marketing, Content and Media, Technology, Prevention and Safety, Social Responsibility as well as Legal and Financial groups. In the 2021-22 sports season a new working group was initially planned to analyse media rights, which came to fruition with the creation of the Liga Portugal Centralização and the participation of the Sports Societies in this project. During the previous season, a new working group was also created within the scope of strategic planning, which is intended to continue for the next season.

At the beginning of each sports season, the Working Groups activities consist of periodic meetings with the Sports Societies to discuss topics of collective interest, in the following areas:

• Competitions;

• Content and Media;

• Financial;

• Legal;

• Marketing;

• Technology;

• Prevention and Security;

• Social Responsability;

• Strategic Planning.

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 Meetings.

These groups are aimed to coordinate the various joint subjects, with a view toward 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.

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 September 21st, with the Annual Meetings being scheduled for March 29th, 2023.

In this forum, the Presidents will discuss pivotal subjects regarding Professional Football.

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 amend possible abnormalities in several aspects of the game, thus improving the process of organization of the Professional Football games.

The key topics for the development of the Professional Football industry will be discussed among the Presidents of the Sports Societies.

In 2022-23, it is expected to be held two Presidents Summits, further promoting one of the strongest values of Liga Portugal: Aggregation.

The Match Center - the Monitoring Center for Professional Football - is intended to monitor the matches of the Liga Portugal bwin, Liga Portugal SABSEG 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. Currently, eSports games are also permanently monitored by Liga Portugal, in this competition that has been gaining more and more relevance in the Professional Football scope. 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 providing greater efficiency and precision.

In 2022-23, 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.

Simultaneously, for all 649 matches of the season, around six individuals from 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 its competitions. Therefore, it will be directly linked, at all times, to the various people involved in the organisation and operation of the game, in order to make the game on and off the pitch even more spectacular.

A project that started in the 2021-22 season and which, during the season, had a strong contribution from the clubs through the Working Groups. The obbjective of Liga Portugal is to continue its work of collaboration with the Sports Societies with a view to contributing to more qualified organisational methods and to expand its activities to more areas, 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 analyse each Sports Society and present proposals for improvement in the areas that require intervention. The individual approach to each Sports Society will allow for 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. intends to bring together fans, students, companies and Football professionals, in what will be an event that will feature several conferences, brand activation spaces and even a mini-stadium. create engagement with all Football fans.

For the 2022-23 season, the consultancy project will be developed in order to create real-time analyses of the evolution of each Sports Society and to establish short, medium and long-term, achievable and interdisciplinary plans for each one. The more professional all our Sports Societies are, the stronger the industry will become.

This international initiative aims to welcome some of the most renowned national and global professionals in the world of football, helping in a better understanding and promotions of this industry. Thinking, promoting and evolving will be the objectives of this event, which is expected to be very successful for Portuguese Professional Football. In terms of the main subjects under discussion, we highlight the core aspects of the Professional Football industry, such as governance models, brand management, digital transformation, marketing and communication, technical aspects of the game and sports management. We will have the presence of some of the major industry stakeholders, such as FIFA, UEFA, LaLiga, Premier League, Bundesliga and Serie A. For this purpose, the Super Bock Arena - Pavilhão Rosa Mota has two main auditoriums reserved to receive the main conferences, and two thematic rooms for seminars and debates related to the Football industry.

In addition to these important points, both in terms of discussion and entertainment, the Thinking Football Summit will also be a unique space to foster the creation of new businesses, with special zones established for this purpose. Thus, Liga Portugal is developing a concept to strengthen their introduction in the market, opening new perspectives for those who are represented there.

In its ambition to carry out a global and systematically coherent review of its Statutes and Regulations, Liga Portugal has defined as a macroproject for the 2022-23 season, the amendment of its statutes and regulations.

and an integral part of the Regulations, will be covered by different regulatory order, thus seeking to facilitate its reading and application. Along the same lines, the Refereeing Regulations of the Liga Portugal, although playing a lower level role, given the competence that is legally attributed to the FPF on refereeing, will contain a basic core of rules that, without neglecting the organisation and operation of the whole refereeing structure, have the necessary support in professional competitions.

As a last point, it is important to highlight the drafting of a new Media Regulation, which, in the context of the inevitable centralisation of media rights, will establish the parameters for the production of premium content, so that in the end everyone can experience a product of the highest quality.

The first edition of the Thinking Football Summit is scheduled for 18, 19 and 20 November 2022, at the Super Bock Arena - Pavilhão Rosa Mota, in the city of Porto. The Thinking Football Summit will be a mega-event aimed at discussing the main topics of the Football industry. Through a reinforced bet on technology, innovation, entertainment and networking, the Thinking Football Summit

The Thinking Football Summit will thus be the great football fair, with debates around the major themes of this sport that generates so much passion in many millions of people. Therefore, the aim of Liga Portugal is to open this event to the public, having also a more entertaining component, with many moments dedicated to Football lovers, with games and other initiatives that will

If at the level of the Statutes and General Regulation, the main goal is its simplification and adaptation to the best practices of good governance, the Disciplinary Regulation of Liga Portugal will seek to achieve a balance between procedural promptness and harmonization with several provisions of the Disciplinary Regulation of the FPF, while reaffirming the specific aspects and sanctions that professional competitions, through self-regulation, should always ensure, on behalf of the integrity and credibility of competitions and their participants.

In turn, the Regulations of the Competitions organised by Liga Portugal will attempt to be exactly that: a Regulation that governs, in fact, the competitions, separated from all the matters that, although transversal to them

It is, therefore, a global amendment, which rather than aiming for systematic coherence (a never-ending task) of all the existing statutory and regulatory aspects, will essentially seek to achieve modernisation and legal security, in line with the level of demand for professional competitions and the challenges arising from the entire business ecosystem of the Liga Portugal.