STRATEGIC PLANNING AND MANAGEMENT CONTROL

In order to define and implement a long-term Strategic Plan, it is necessary to align the activity plans of each season, drawn up on an annual basis, so as to achieve all the objectives and strategies defined for the organisation, in accordance with the aims of its Clubs.

At the same time, Liga Portugal has autonomised some of its activities, as mentioned in the 3rd chapter of this document. It is, therefore, necessary to supervise all the activities carried out, so that the achievement of the results and the actions implemented may contribute to the pursuit of common and transversal objectives across the company.

Liga Portugal annually conducts two meetings with its staff, allowing to create moments for assessment, but also for discussion and sharing of new ideas, where the Executive Board, the Directors of each department and all the coordinators participate.

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.

Within the scope of the various programmes and/or incentives existing at the national and European level - namely aimed at promoting competitiveness, internationalisation and sustainabilitythe team is responsible for prospecting, analysing and assessing the respective support. This financial support from entities such as Turismo de Portugal (TdP), Câmara Municipal do Porto (CMP), Federação Portuguesa de Futebol (FPF) and Instituto Português do Desporto e Juventude (IPDJ) often involves largescale programmes that require regular monitoring and close contact with the responsible parties.

Additionally, the team also conducts the entire application process for potential support, presenting collective development solutions for its Sports Societies, its various Commercial Societies and the Fundação do Futebol.

With a focus on the increasing professionalism of the sector, Liga Portugal seeks to organise and systematise information, in a perspective of an industry that generates wealth and continuous development. This information is made available so that all players can use it and incorporate it in defining their strategies.

Liga Portugal acts as a promoter of information of high relevance in the Professional Football industry, basing this on strategic partnerships established with entities of reference in the market.

Within the scope of the partnership with the consultancy firm EY, the development of the annual report is foreseen with the development of the 6th Edition of the Portuguese Professional Football Annual Report 2021-22.

The preparation of this document represents a vital measurement and monitoring tool aimed at the growth and development of the Professional Football industry.

In the Strategic Planning Working Group, the importance of creating a study and research centre for Portuguese Professional Football was stressed, which would allow for specialised information to be obtained from the industry, so that it could contribute to the knowledge and sustainable development of Professional Football in Portugal.

With the focus on the increasing professionalism of the sector, Liga Portugal thus seeks to organise and systematise information, in a perspective of an industry that generates wealth and continuous development. This information is made available so that all players can use it and incorporate it in defining their strategies.

This know-how centre will function both through all the information available in Liga Portugal, and worked on by the Liga Portugal Data Centre, and by developing studies, through the establishment of several partnerships with important institutions in this area, such as the consultancy firm EY, with a long-term partnership established with Liga Portugal, and IPAM - Portuguese Institute of Marketing Administration, as a reference institution in the academic world, with several studies and research in the area of football.

We intend, therefore, to continue to develop initiatives that highlight the importance and economic value of Portuguese Professional Football, through the analysis and production of information about the economic activity, showing that this activity must be seen by the management of sports entities and by the consumers themselves, in the same way as other industries.

At a time when Portuguese football is expected to evolve and undergo great change, this expertise is essential, as it will provide more information for the development of joint strategic plans that are aligned with the market and the consumer.

It is crucial to continue to invest in the development of studies to support the activity of the Liga Portugal and the Sports Societies.