CREATIVITY BOX

Liga Portugal has been asserting itself as a key player in the promotion and enhancement of its professional competitions, both at the national and international levels. While keeping as 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 action, designated Liga Portugal Creativity Box, with two very comprehensive areas that end up complementing each other and being transversal to almost all the projects of Liga Portugal. This sector is split into two large sub-areas, which naturally contribute towards the same objectives, but that are related to the execution of tasks of a different nature, such as:

1. MARKETING, COMMERCIAL & BUSINESS DEVELOPMENT - tasks of a more operational nature, ensuring the execution of operational marketing actions, and 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.

2. CONTENT & MEDIA - with the responsibility of managing the communication and positioning of Liga Portugal and its competitions, by 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 sector's responsibility.

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 information between teams. There is

MARKETING AND EVENTS

• Events

• Brand Operations and Activations

• Brand Management

• Advertising

• Consultancy clearly a positive relationship between internal communication and corporate effectiveness. Thus, Liga Portugal has defined a functional and organisational area that is fundamental to increasing the brand awareness of Liga Portugal and its competitions, as well as finding new sources of revenue.

COMMERCIAL AND SPONSORS

• Commercial Area

• Sponsorship Management

MARKETING, COMMERCIAL & BUSINESS DEVELOPMENT

OFFICIAL PRODUCTS

• Official Products

BUSINESS DEVELOPMENT AND INTERNATIONALISATION

• Business Development

• Business Intelligence

• Consultancy (TBC)

• Internationalisation

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 the Sports Societies and football fans.

STRATEGIC COMMUNICATION AND MEDIA

• Planning

• Public Relations

• Relationships with Stakeholders

• Crisis Management

• Media and Event Management

• Media Follow-up

INTERNATIONALISATION

• International Media Strategy

• Translation

CONTENT & MEDIA

This operational sector is therefore divided into two major strategic branches, each aggregating four major areas of action and operational focus.

DIGITAL 360º

• Digital Strategy

• Digital Ecosystem

• Digital Applications Management

• Digital Content Management

LIGA TV

• Strategy

• In-house Production

• External Production

• Strategic Partnerships

AMBASSADORS

• Action Plan

• Events and Content

• Social Responsibility

ESPORTS

• Competition Strategy

• Partnerships

• Content and Communication

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 engage with fans, partners, and Sports Societies.

The focus on campaigns dedicated to and of general interest to fans strengthens the Liga Portugal brand, and reinforces its positioning and its competitions in an integrated manner, in line with the guidelines defined for the organisation.

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 by 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.

With the growth of the Liga Portugal teams, due to the increase in the number of projects and the functions performed by each employee, as well as their professionalisation, this area also supports human resources in the area of internal marketing, with regard to internal communication and maintaining high levels of team motivation.

During the sports season and alongside the professional football competitions, there is coordinated interdepartmental work to promote the competitions and brand management.

To value the Liga Portugal brand, competitions and partners, there is promotional work such as the Marketing and Communication awards given to the Sports Societies, or prizes to the national talent on international soil, among others.

With a view to adding value to the television product, Liga Portugal monitors and makes proactive and reactive management of all matches of the professional competitions.

The Liga Portugal SABSEG First Board project, which began in the 2020-21 season, aims to standardise the television product by betting on a media product that simultaneously refers to the competition itself and serves the purpose of guaranteeing the clubs new commercial awareness, with added value for its partners in the matches they are involved in as hosts.

This advertising board consists of static boards with a width of 3m and a height of 1m or, alternatively, a digital board along 110m near the goal lines and the center line of the field of play, facing the broadcast master camera, in compliance with the regulatory provisions as to the measures to be adopted for each stadium.

In the 2022-23 sports season, Liga Portugal seeks to work towards consolidating its brand, the brands of its competitions and the relationship of Liga Portugal and the Sports Societies with the community and fans of Professional Football.

Creating a greater impact and fan engagement is one of the objectives for the new season and the Liga Portugal roadshow implementation project will create a greater proximity to the fans and fan experience with Professional Football.

For the 2022-23 season it is intended to build and implement a Trainee programme that positions Liga Portugal among the great recruiters of talent on the national scene. The aim will be to create a hiring system and an Assessment Day that brings together the latest candidates and that is an event with digital impact making Liga Portugal a coveted brand. The Trainee programme of Liga Portugal will have among other objectives to recruit employees with an excellent cost-benefit ratio, and with the will to achieve results; to develop and train new professionals and talents in the area, trained and with the same vision as Liga Portugal's; to provide mentors (current Liga Portugal professionals) with social leadership skills and to retain talents with technical and soft skills to fill future vacancies with professionals who have been trained over time.

Develop an annual 360º initiative marked by the various moments and campaigns throughout the season and competitions to promote the dynamics, the constant innovation of Liga Portugal, the growing involvement with the fans, and above all, the passion for football and competitions.

This project aims to achieve the following objectives:

• Promotion of competitions and Liga Portugal - adding value to the product;

• Generate goodwill and a greater connection between Liga Portugal and its targets;

• Promote the Liga Portugal brand with a more emotional and intangible perspective, bringing the brand closer to the fans;

• Strengthen Liga Portugal's status as a promoter of positive football;

• Seek more involvement with the Sports Societies in joint campaigns throughout the season;

• Promote a change of mentality among all stakeholders and society in general regarding football and the game, with a strong focus on effective playing time;

• Attract fans to stadiums, increasing average attendance through the concept of football festivities and the creation of match day experiences;

• Strengthen the status of Liga Portugal as the driving force for change in Professional Football.

A partnership will be established with La Liga in the La Liga Promises project, which is the biggest U-12 tournament in the World. A tournament that was created in 2014 with the aim of promoting youth football and reinforcing what are the positive values of football.

Every year, the best youth clubs in the world are invited to take part in the tournament throughout the month of June.

Over the last few years, the La Liga Promises project has proved to be a winning formula, proving to be the perfect showcase for the most talented young footballers.

The main objectives of this partnership are the internationalisation of the Liga Portugal brand, the strengthening of ties with La Liga and the focus on what is the main motto of Liga Portugal: Creates Talent.

The Talent Legends Liga Portugal programme aims to highlight the players and coaches who have made an impact in our professional leagues, taking into account their accomplishments and the recognition they have achieved in Portugal and also on some of the biggest international stages. In this sense, this programme will include several events, with emphasis on the implementation of a national Legends circuit, which will culminate with the crowning of the first national Legends champion of our country.

With these events, inherent to this innovative programme, the goal is to increase and improve the interaction of the fans with the Sports Societies, through the promotion of key values of Football and the positioning of the League as a true talent factory on the world stage. Therefore, it is also important to recognise foreign talent as a true carrier for the internationalisation project of Liga Portugal, where events such as the Thinking Football Summit and international activations such as the Talent that Marks the World Award will also play a preponderant role.

The Marketing team is responsible for the development of all marketing and promotional materials supporting 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.

In an interdepartmental relationship, Liga Portugal has framed an annual publishing plan, which will be printed or developed digitally, depending on the targets and communication plan defined.

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 the 2022-23 season, O Ligas will be a familiar face to stadium audiences, and increasingly popular with younger audiences, participating more and more in one-off actions by Liga Portugal and the Fundação do Futebol - Liga Portugal.

Liga Portugal will keep developing its mascot from a promotional and communication point of view, also by investing in digital content and developing products associated with the image of “O Ligas”.

In addition to the organisation of the professional football competitions of Liga Portugal, in the context of strategy, positioning and promotion of its brand and competitions, Liga Portugal plans to be present in some events, with the proper framework and strategic relevance.

The promotion team is responsible for the development and execution of promotional activities throughout the sports season, integrated in the "360º season initiative - Não Para #NãoPara (Don't Stop). The objective of this campaign is to promote the dynamic and constant innovation of Liga Portugal, the increasing involvement with the fans, but above all, the passion for football and competitions.

This season, a promotional campaign for the new official match ball of the Liga Portugal competitions for the 2022-23 season will be carried out with stakeholders and potential consumers, with the aim of not only strategically positioning the new official match ball, in order to raise awareness among fans and various sports professionals but also to value the competitions and sell the product in the official Liga Portugal stores.

In order to start off the 2022-23 season, the Promotion area will be responsible for the promotion campaign for the kick-off of the new season, with the objective of valuing the product and the talent of Liga Portugal, as well as all the stakeholders involved (naming sponsors, sports societies and new players).

The aim is to create promotional moments for the Liga Portugal brand and the Sports Societies among the fans, using Matchday 12 as a motto, involving fans in actions, activations and experiences on the spot.

In order to bring Liga Portugal and Portuguese Football closer to fans, the Promotion team will develop a campaign during the Christmas season with a more emotional approach.

Development of campaigns for the Liga Portugal and Sports Societies' official products, in line with the strategy of growth and increasing the array to be implemented by the Official Products area.

Throughout the 2022-23 sports season we will seek to give a greater focus to the clubs' official jerseys in the campaigns related to the Liga Portugal Store.

Creation of promotional content and development of campaigns related to Liga Portugal's events, projects and official publications, in order to reach the intended target audience.

Continue the strategy of Liga Portugal's presence in the media, reinforcing its promotional content in the specialised media and aimed at the target public according to each circumstance, product or service.

Define and implement a promotion strategy for the Liga Portugal platforms in order to guarantee greater exposure of the content created by Liga Portugal.

Boost the exposure of Fundação do Futebol's initiatives, enhancing them with different stakeholders and new audiences, in order to increase the notoriety of Fundação do Futebol, thus promoting Social Responsibility actions in Football.

Promotion of the collaboration strategy with well-known digital influencers (youtubers, instagrammers, twitchers), with the objective of creating promotional content for Liga Portugal and its competitions for new audiences and to reach specific targets, building proximity with the younger public and with specific content requirements.

Development of campaigns and actions throughout the season aimed at drawing spectators to the stadiums, promoting the " celebration of football" and the "game within the game" (entertainment) in order to improve the fan experience and, consequently, to bring new consumers.

Development of an ongoing strategy to raise the notoriety of Liga Portugal as a marketplace for Sports Societies, as well as the creation of campaigns during the commercial retail calendar. In addition, to enhance the points of sale of the Liga Portugal as spaces to promote the brand itself.

6.23.

Determining moments of activation of the Liga Portugal brand in international markets, reinforcing the status of Liga Portugal as one of the best leagues in European.

Development of a campaign and regular actions to promote fair play and positive football, as one of the pillars of Liga Portugal with the Sports Societies and fans.

Employees are the most important assets of a company. They are the ones who develop the product, who promote it and who are present in all the different moments. They are vital to the success of the team and the brand.

In this sense, it is always necessary to foster motivation, fulfilment and competence at an internal level. The concept of internal marketing arose precisely in order to strengthen the link between employees and the organisation.

Liga Portugal has long shared, practised and valued actions designed to promote the well-being of its employees, and it is important that they feel good and happy at their workplace.

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.

There are dates and traditions that should not be forgotten. Events that, when celebrated, promote a healthy work environment. Liga Portugal goes a step further, as it does at Christmas and Easter, celebrating and promoting dates such as World Food Day, International Volunteer Day, Children's Day and, of course, the most religious and ancestral festivities of our society. We also do not forget the Saint Martin festivities, as well as all the employees, Liga Portugal and the Fundação do Futebol birthdays.

It is also a reason to celebrate the end of each sports season with a special dinner with the staff, always with the main objective of strengthening ties of friendship between all workers and departments, who work so hard to achieve the best of professional competitions.

Christmas is a season dedicated to family, respect, help and solidarity. Liga Portugal celebrates the Christmas season with warmth and enthusiasm, distributing Christmas hampers with all the delicacies and sweets that warm and decorate tables at Christmas time. These baskets were sent to all the governing bodies and employees. Without forgetting the younger kids (our employees' children) for whom the Kids Christmas party includes all the gifts and sweets. Because children always live Christmas with greater enthusiasm.

The month of December is, moreover, intense and warm, with the traditional Secret Santa, a game in which small gifts are exchanged between co-workers, providing yet another moment of aggregation, sharing and union.

After months of intense work, team interaction, setbacks and hours and hours of dedication, the end-of-season ceremony is the perfect occasion to unwind.

It's a time to gather around the table, relax, socialise, laugh, remember experiences and strengthen relationships with co-workers with whom we don't usually interact so much.

Surprises and laughter are always guaranteed, an afternoon football match before dinner is also a time when intense internal competitiveness is always present, with the evening thus crowning the hard-working season.

It is the most anticipated moment of the year when we always expect the presence of all the employees, the League's Board of Directors and governing bodies to enjoy a moment of informality and, above all, friendship.

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, and reinforcing, through the development of its commercial activity, the financial position of Liga Portugal.

The management of sponsors and partners is crucial for the strengthening 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 2019-20 and 2020-21 sports seasons presented us with challenges never seen before, with regard to managing the connection with our partners and sponsors. Overcoming these challenges while maintaining commercial ties with our stakeholders was only possible due to the close relationship we have with them.

In the sponsorship management plan, some fundamental aspects are defined for the development of this proximity policy: permanent operational follow-up, periodic meetings with all the partners at a previously established frequency and the sending of monthly reports and monitoring.

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.

• Assessing the main return impacts of the Liga Portugal Events, namely the Kick Off, the Thinking Football Summit 2022 and the Final Four of the Allianz CUP in 2023.

Presenting the results of each partner's investment and demonstrating the value it has added to the brand, as well as sharing detailed reports on how commitments have been met, including key figures, offline and onlinemonitoring is fundamental to reaching effective partner management.

In particular, we focus on return analysis of digital properties and content, developed in partnership with our sponsors. This is an area of growing interest for brand activation by partners and potential partners.

During the season, there will be permanent operational monitoring of 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 three different occasions:

• Partners Day I - Thinking FootballDuring this meeting, the Activity Plan of Liga Portugal and Fundação do Futebol will be shared, inviting the partners to get to know the event and attend several conferences;

• Partners Day II - Final Four of the Allianz CUP - This is intended to be a moment to assess the first months of the sports season, as well as to launch the activities of the second half of the season;

• Partners Day III - End of the 2022-23 Season - Through an informal get-together and summary of the season reinforcing the ties between Liga Portugal and its sponsors and partners.

One of the areas that will deserve great focus of activity from the Liga Portugal commercial team for the 2022-23 season is the project of consultancy to Sports Societies. We believe that the more professionalised all our Sports Societies are, the stronger our industry will collectively become, in terms of its commercial attractiveness and capacity to develop an active commercial policy, and that it will contribute to financial stability for the Sports Societies.

In that sense, these are the phases of the possible intervention of Liga Portugal's commercial & sponsorship team in this project:

• Individual analysis of the commercial activity of each Sports Society;

• Individualised treatment depending on the situation of each Sports Society;

• Presentation of a proposal for a commercial strategy and governance model to be applied by the Sports Societies;

• Periodic monitoring of the progress of each Sports Society.

The increase in the revenues of Liga Portugal is only possible if, together with the stakeholders, we are able to develop 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 driversthrough the diversification of its commercial portfolio. These are the main business activities for 2022-23:

• Renegotiate active contracts that are about to expire and/or find new sponsors and/or partners;

• Develop innovative commercial asset packages to present to potential sponsors and partners, particularly in these area / properties:

Final Four of the Allianz CUP - Extend properties and content to potential sponsors;

Thinking Football Summit - Invite relevant partners, namely on the international scene;

Arena Liga Portugal - Find key partners to reduce the financial impact of this project for Liga Portugal; eSports - Strengthen, through future partnerships, the positioning of this product for the Liga Portugal and for the Sports Societies;

Fundação do Futebol - Find new prominent partners for the development of the Fundação do Futebol projects;

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.

Collective Licensing Agreements

- Development of collective licensing agreements that individually benefit the Sports Societies, due to the source of revenue they may represent, and collectively benefit Liga Portugal through the collective promotion of its competitions and its product. The objective is to define a standard revenuesharing model for Sports Societies. Special focus on new technologies / emerging sectors of activity.

All the dynamics of the commercial activity are based on a network of contacts managed by the sales department. The commercial strategies are developed based on identifying the targets to be addressed in the national and/or international market.

Therefore, this area will be responsible for generating the highest number possible, through several marketing strategies such as charm actions in the Final Four and in the Trophy ceremony matches, behind-the-scenes tours to the stadiums, ticket offers, hospitality, invitations for Liga Portugal events, such as Kick-Off and Thinking Football, among other engagement activities.

One of the great focuses of the commercial activity will be an 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.