CONTENT & MEDIA 7

The strategic communication is designed to rethink the way in which Liga Portugal communicates internally and externally, through actions included in the marketing and communication strategy, in order to ensure greater integration and coherence in the initiatives developed in these two areas. This sector is responsible for Liga Portugal's strategic communication plan and its competitions and aggregates a public relations policy as well as content management.

The overall communication plan for the 2022-23 season envisages the constant communication of the Institutional activity of Liga Portugal, highlighting the values of Credibility, Aggregation, Talent and Spectacle. In addition, it carries out an informative follow-up of our activity, as well as the activity of all the stakeholders of Liga Portugal, with special concern for information related to the Sports Societies. In this sense, information regarding Liga Portugal’s activities will be produced and organised according to its positioning: Creates Talent. Namely, a real-time follow-up of the occurrences/ information related to the activity of the Sports Societies and sports activity, in general, will be carried out. A daily press review and constant monitoring of the information published in the media will continue.

In addition, close and constant contact will be maintained with the press in order to assess them on the subjects and themes associated with Liga Portugal and its competitions.

Content creation will have to follow the global communication strategy, such as macro messages, prioritisation of key themes according to the strategic and political placement of each instance, specific guidelines for each channel of communication, identification of the most relevant target audiences and an approach strategy for each one of them. It is important to guarantee and monitor the integrity and global coherence of the Liga Portugal communication at all levels, with all audiences and at all platforms and channels.

The Liga Portugal overall communication strategy for the 2022-23 season predicts the creation of the following contents:

Consistently communicate the institutional activity of Liga Portugal, with the Sports Societies and the Governing Bodies, underlining the values of Credibility, Aggregation, Talent and Spectacle. An informative follow-up of the Liga Portugal activity, as well as of all the stakeholders, giving special relevance to information related to the Sports Societies.

Specific communication content, associated with the brands of our competitions, which allow us to generate engagement with fans and the general public; Production of specific content that serves to promote the Sports Societies and the Liga Portugal brand.

Bi-monthly publication dedicated to the activities of the Professional Football industry, promoter of the competitions (Liga Portugal Bwin, Liga Portugal 2 and Allianz CUP), Social Responsibility actions and campaigns of its stakeholders, special content with our Ambassadors, and content related to the ‘essence’ of Football.

Bi-monthly publication that is a great tool for Sports Societies, namely in the statistical analysis of matters related to the Portuguese Professional Football and its competitions. A magazine that goes into relevant data in depth and that, in July, paves the way for the Liga-te em Números Season Report, which provides an overview of the entire season, with a sports season being thoroughly analysed.

A publication aimed at breaking down the four finalists of the Football Week. You can find a detailed analysis of the four teams that will be present in Leiria, with exclusive and unique content.

Systematic video coverage of the Liga Portugal activities, namely those related to the professional competitions, its protagonists, institutional activities, Social Responsibility initiatives, and actions with stakeholders.

competitions, through the creation of content for social media and gifts that mark a personal achievement. Perform a qualitative analysis of official statistics and milestones of Liga Portugal competitions in order to produce information of relevant interest to fans, press and Sports Societies.

Provide the Press with relevant statistical information on each match of our professional competitions, and at the same time, support the communication departments of the Sports Societies in their match previews, thus promoting, in an equitable way, all the games of the Liga Portugal competitions.

7.1.9.

Annual publication that allows to assess the importance of players who have played in the B teams of Professional Football. A guide for all those who want detailed information and statistical data on these teams, which allow a more consistent and mature growth to young players who are given the opportunity to face, in the second tier of our Football, older and undoubtedly more experienced athletes.

The B teams are part of a particularly competitive league and there have been several talents who have emerged at the highest level, not only as players but also as coaches, who have acquired important skills to be applied in the main teams of their club or in others of the same level.

Highlight the milestones of the performance of the players, coaches, referees, and delegates in professional

This is an important document for reflection, not only on what happens on the pitch but also regarding other factors such as stadium attendance or the impacts that the games of these teams have on broadcast-return.

This area is responsible for defining and operating the charm and networking action plans, together with a group of opinion makers identified in the strategic communication plan and the various stakeholders.

A set of actions is defined for the 2022-23 season:

Annual strategic meeting promoted by Liga Portugal, which will target the staff and management boards who work daily in the communication, marketing and press departments of the Sports Societies.

Close cooperation with media representatives and opinion makers. It foresees the debate on current affairs in the Liga Portugal and competitions with a view to improving public awareness and increasing proximity and the relationship between the press and the Liga Portugal.

Promote an active policy of proximity with all Sports Societies, in order to enhance the use of positive feedback, and receive inputs for improvement by Sports Societies that will contribute to a better clarification of the aspects associated with our competitions.

Actions that allow greater interaction with the Sports Societies and with entities in general, creating moments of communication and greater connection with the various stakeholders in football.

Liga Portugal wants to have more qualified professionals in the Sports Societies that compete in Professional Football and, in this scope, wants to bet in thematic workshops on the area of Communication. This is a very important aspect nowadays, both in football and in society.

Addressing transversal communication issues with the Clubs' Directors of Communication will make it possible for the growth to be significant, but that its standardisation can become a reality.

To constantly approach the current affairs of Professional Football and Liga Portugal, so that the interested public and those who receive our newsletters also understand our reality.This will be a news, institutional and sports space, but also a place where the Sports Societies, partners and other stakeholders will see it as a privileged meeting point. A way for them to spread some of their messages through a single platform.

Centralising accreditation is one of the main objectives of this portal, which will allow easier access for the Media. By bringing together all the information for press professionals in one platform, Liga Portugal provides a single and simplified access to Sports Societies.

This portal, which has already entered a pilot phase for the 2021-22 season, will facilitate the work of those involved in organising a game.

Creation of a Strategic Committee composed of a group of personalities of recognised technical credibility and social and professional notoriety.

This Strategic Committee will be set up at the beginning of September and will meet periodically, becoming an advisory body for Liga Portugal.

The structure of this committee will take into consideration the strategic measures defined as priorities for Professional Football in Portugal and it is intended to generate relevant institutional visibility, placing Liga Portugal at a level of critical thinking and challenging the constraints imposed on the industry.

Investing in key markets, in which Liga Portugal wants to position itself, given the players that are in our professional leagues and whose image and career in our country generates huge interest and curiosity. This positioning will allow for an increase in the notoriety of Liga Portugal in several places in the world and also to an increase in the bonds between supporters, players and Liga Portugal itself.

A project that will allow the collection of data to increase the number of fans in the stadiums. This is an important tool for Professional Football and a working platform that Liga Portugal will be able to use in transversal issues to the organisation.

Liga Portugal must position itself as an increasingly relevant and essential player in the national media, as a result of the growing credibility and qualification of the sector.

This area will keep close and constant contact with the Press Media, in order to advise them on issues/ themes associated with Liga Portugal and its competitions. The objective is to maintain the relationship and operational coordination with these professionals.

It will be responsible for the day-to-day interaction with the Media and will ensure all its operational activities, such as accreditation and vests. Furthermore, it will also perform the daily monitoring of press reviews, as well as the ongoing tracking of the media’s digital activity and the monitoring of relevant content in alternative channels, such as blogs and social networks. Media management also plays an important role in events, being responsible for convening all the Press Media, their reception and accompaniment in events, follow-up of relevant communication occurrences, creation of content, and the presentation of the event.

All press content is under the remit of this department, namely:

• Press releases aligned with the global communication strategy, as well as campaigns/actions developed by Liga

Portugal at each moment;

• Informative content for channels;

• Media support content, such as media kits;

• Creation of diverse and exclusive content to enhance Liga Portugal events and projects;

• Collection of diverse information for media.

Liga Portugal started this project in 2019, inviting historic names from our competitions that aim to promote and enhance our football.

The list of Ambassadors consists of 22 former players and coaches that stood out in national and international football, thus playing a role in promoting Portuguese Professional Football through their presence in events held by Liga Portugal and Social Responsible activities, namely Fundação do Futebol.

Nuno Gomes, Quim, Helton, João Pinto, Jorge Andrade, Chainho, Alan, Manuel Fernandes, Paulo Futre, Ricardo Rocha, Simão Sabrosa, André Villas-Boas, Nuno Valente, Beto, Domingos Paciência, Nuno Capucho, Fernando Meira, Marco Caneira, Oceano, Nelson Pereira, Luís Boa-Morte and Neno, comprise the list of illustrious names of the project. The former goalkeeper, for known reasons, is no longer on the official list, but will remain immortalised as a Liga Portugal Ambassador.

The Liga Portugal Ambassador is a communication strategy that uses the credibility and trust of professionals to promote and give greater visibility to the Professional Football sector. The aim of this project is to strengthen the position of the Ambassadors as a channel of communication for Liga Portugal, partnering former players of professional competitions as promoters of the football industry in various Liga Portugal events and social responsibility initiatives of the Fundação do Futebol, thus providing greater media exposure and visibility to solidarity campaigns.

The presence of Ambassadors in events allows for spreading the messages and making them more positive and consistent among football fans, creating engagement and proximity with all fans. The presence of Ambassadors at events allows them to spread the word and make them more positive and special alongside football fans, creating engagement and proximity with all of them.

In addition to the participation in events, specific projects were outlined for the Ambassadors Program, namely the Ambassadors Induction Ceremony. The ceremony aims to mark another season as Liga Portugal Ambassadors, with the presence of the President of Liga Portugal. This event marks another year of commitment to the values and position of the Liga Portugal institution. Being a Liga Portugal Ambassador is something prestigious and only accessible to a small elite of sports figures.

Digital has increasingly become a strategy or set of communication strategies that promote constant contact with fans, Sports Societies and other agents.

It was needed to give the digital domain the proper importance associated with the football management operations, as well as in fan engagement and their relationship with other agents in the Professional Football sector. For this purpose, a new functional department was created within the Liga Portugal framework, equipped with the necessary means to pursue its defined strategy.

The core business of Liga Portugal allows us to produce a large volume of content with a high level of appeal for millions of users around the world. The objective of Liga Portugal is to consolidate the digital ecosystem developed last season, allowing us to increase engagement with the public thanks to the ease and speed with which the information reaches the fans.

Maintenance and development of the CRM, both internal and external, with integration on all platforms. Continuation of the analysis of Liga Portugal's current applicational structure, namely in terms of interaction with the public. Implementation of the application structure designed for Liga Portugal. Application of the B&B Module, focused on the commercial area.

This age upholds the changing nature of information and profile of the football consumer. It has become necessary to establish a communication, branding and buzz strategy to generate traffic for the digital media, with actions designed and consistent with the various segments of Professional Football consumer profiles, using the most appropriate tools available. The increased segmentation of the target audience will tend to increase the interest of various stakeholders.

Liga Portugal will maintain its focus on the development of digital tools in its operations and in its relationship with the sports societies, as a way of giving credit to football and enhancing the value of competitions and enhancing this added know-how across borders.

During the 2022-23 season, Liga Portugal will continue the implementation of the current application structure, namely at the level of interaction with the public. The application development plan is ambitious, as can be seen by the multidisciplinary applications developed and under development.

This project aims to manage the various existing platforms of Liga Portugal and the integration of new ones, both in terms of business management and public management, allowing to define the project of integration of the Liga Portugal databases, according to the objectives for the season.

The strategy should be based on strengthening digital communication tools to bring fans, players, clubs and sponsors together, to make their attendance at the stadiums more appealing and challenging, and to make their experience of following the competition off-the-stadium more exciting and viral.

Maintenance and development of new digital platforms:

• Integration of Global Databases of Liga Portugal;

• A platform for audience management;

• DATA compilation and analysis; Maintenance and Upgrade in terms of Features and Design:

• Website;

• Social Networks;

• Liga Portugal APP;

• Fantasy League;

• Awards Platform.

The monitoring of the strategy will be carried out throughout the sports season via tools such as:

• Dashboard and other metrics for monitoring/evaluation of all digital activity;

• Operational alignment with the remaining functional areas of Liga Portugal;

• Oversight of the strategic integrity defined for all the digital ecosystems of Liga Portugal.

Getting to know the football consumer as a starting point is crucial for the development of assertive and more effective communication campaigns. In 2022-23, it is expected that the contents for each platform be segmented and more adjusted to its consumer profile, promoting the creation of value.

Media campaigns will be developed and others of a more narrowed nature that demonstrate the advantages of the aggregation of the various stakeholders in Professional Football that, in parallel, allow a greater and more effective social relation around Professional Football. Increasing the informative, festive, positive and civic content of football as a family sporting spectacle is essential to promote the sector and appeal to new targets.

The management of digital applications will focus on:

• Conceptual development of digital operational campaigns in line with the operational and defined strategy;

• Multichannel publication plan aligned with the defined campaigns;

• Strategic content creation for all platforms.

The creation of an objective, precise, and original content is essential to promote the Liga Portugal brand, its competitions and Sports Societies.

In its general concept, this branch aims to produce content that is highly relevant to fans and largely consists of creating content that is significant or has an extremely positive impact on users, be it institutional, informative, or simply entertaining.

Content creation is crucial not only for the organic growth it generates but mainly for the connection it creates among fans.

This organisational branding strategy, through the creation of relevant content, exponentially increases brand awareness. The creation of this content increases engagement among fans and awareness of the Liga Portugal competitions, both in national and international markets. The sharing of content throughout the season can lead to lasting organic growth over time, which translates into attracting potential partners and sponsors to the industry.

There are several types of content that we will focus on next season, and that includes global management of the Liga Portugal social platforms, such as:

• Copywriting;

• Image and video;

• Multilingual content;

• Content aimed at specific international markets;

• Internal multimedia content;

• Coordination of the entire multichannel content.

Continued updating of the current website with content and information, in addition to the monitoring of professional competitions in real-time.

Development of a new App, embedded in the existing digital ecosystem, as well as maintenance of the existing App. The project will focus on customising the user experience and will be based on user data.

Fantasy continues to establish itself as a very specific source of data, with a very specific and loyal target audience. In this sense, the existing partnership will be maintained, guaranteeing access to users' data. The experiment will continue, ensuring a fair game based on sporting merit while safeguarding the commercial properties of Liga Portugal and the Sports Societies.

Ensure the creation of its own social network, which is totally innovative and will allow for strengthening Liga Portugal's database.

The collection of official data in the competitions organised by Liga Portugal will be maintained, either to feed the digital channels such as the website or the APP, as well as to support the production of content and dissemination of information to the media. Statistics will continue to be instrumental in the planned new digital projects.

Maintenance of the partnership with vSports, the company that owns the digital audiovisual rights, with a view to obtaining video content of the Liga Portugal bwin, Liga Portugal SABSEG and Allianz CUP. Throughout the season, new video content will be analysed and developed, exploring the work already done by the supplier.

Developing a project for a new online store, embedded into Liga Portugal's ecosystem, and which addresses all the Sports Societies, namely by facilitating sales. At the same time, it will allow the consolidation of Liga Portugal's database and the promotion of its own official products.

7.24. OTT Platform

TV Study on the possibility of developing an OTT Platform for aggregation of the contents developed by Liga Portugal (Liga TV).

Maintain and update the infographics of Liga Portugal's professional competitions, adapting them to the constant evolution of digital channels.

Ensure the coverage and photo archive of all professional competition matches. Whenever possible, to be a "provider" for the Sports Societies, delivering, in realtime, photographs of the matches.

Due to its growing popularity, driven by changes in consumer habits and the increasing preponderance of digital areas, eSports are now a key area for reaching younger audiences. Its popularity has consequently led to the professionalisation of competitions, a phenomenon that has proved to be transversal across the globe. Today, the world's biggest e-sports competitions reach average audiences in the millions, with prize money comparable to some of the world's biggest sports competitions.

Liga Portugal limits its presence in eSports to Virtual Football, through competitions played only by clubs that belong to Professional Football, namely:

eLiga Portugal is a competition that is part of the FIFA/EA Sports GLOBAL SERIES international circuit. Having consolidated its position as the largest FIFA competition in Portugal for the 2021-22 season, Liga Portugal aims to push its competition even further by involving the Sports Societies and promoting contact with fans through live events.

With a Prize Pool of 50.000€, the biggest in the history of Portuguese Virtual Football, the competition is played weekly, in a studio, and broadcast live on the Liga Portugal Twitch channel. ELiga Portugal can also be followed on television, on Sport TV, with the highlights of each matchday.

Played by the same clubs that participate in the eLiga Portugal, but in a knockout format, the eLiga Portugal Cup is the first title of the season. In the first phase, the competition is played exclusively online, as to define the four clubs that will qualify for the final. As part of the Final Four of the Liga Portugal Cup, the decisive meetings are played face-to-face, providing another valuable addition to the week that crowns the football Winter Champions.

It is the competition that closes the eLiga Portugal calendar, being played by the four teams that achieved more sporting success during the whole season: the two eLiga Portugal Cup finalists and the two eLiga Portugal finalists. The pairing, previously defined, enables a final between the winners of both competitions, being the format of operation and broadcasting the same as the eLiga Portugal.

Being the leading e-sports broadcasting platform, the scale of Liga Portugal's channel on Twitch is a critical success factor for competitions. Therefore, Liga Portugal makes several contributions on a weekly basis to make the channel more dynamic, through content that stands out for its innovation and exclusiveness.

The Pre Match section takes the channel's followers to several Portuguese football stadiums, offering an exclusive moment before the kick-off of each match.

The Off the Pitch and Meet the Pro segments broadcast live interviews with football players and virtual football players, making fans connect themselves with the protagonists of the game.

The idea is to create a new competition, to be developed in conjunction with La Liga, involving the best eSports clubs in the two countries.