Activity Plan and Budget 2022-23 I Liga Portugal

INDEX

PAGE 05

1. Message from the President

PAGE 07

2. Strategic Positioning 2019-2023

PAGE 19

3. Business structure of Liga Portugal

PAGE 25

4. Sports season review 2021-22

PAGE 35

5. Operating Objectives 2022-23

PAGE 41

6. Activity Plan 2022-23

PAGE 107

7. MACRO SCHEDULE OF ACTIVITIES 2022-23

PAGE 113

8. Proposed Operating Budget 2022-23

PAGE 137

9. Proposed Treasury Budget 2022-23

1. MESSAGE FROM THE PRESIDENT

A remarkable season!

This past 2021-22 season, which saw FC Porto become the National Champions of the Liga Portugal bwin and Rio Ave FC win the Liga Portugal SABSEG, has brought us great moments of joy - such as the return of the public to the stadiums - but also huge challenges.

The new season will be no different. Professional Football Does Not Stop!

Liga Portugal is preparing to close the last year of our second mandate under the aegis of the Centralisation of Media Rights - with the Professional Football Sports Societies aware that this measure is a fundamental part of the solution for the financial sustainability of our Clubs.

A new season that will maintain the strong commitment to fighting violence in stadiums, having Liga Portugal as the biggest opponent to phenomena of violence, racism, xenophobia, discrimination and intolerance, having already committed itself to setting, in the 2022-23 season, a security department.

The passion for Football makes us want to fight progressively for its valorisation, internationalisation, notoriety and reputation. We shall not be powerless on this path, having already presented the new Government with the changes we consider vital for the development of Portuguese Professional Football: revision of the work-related accidents insurance plan, fight against

violence phenomena, alteration of the sports betting system, revision of the current legal framework for Sports Societies, the tax framework that conditions the activity of sports societies, the strengthening of the recognition of Professional Football in the Sports, Economy and Finance Departments, and the creation of the Liga Portugal Barometer and Observatory, which allows the collection and processing of data that prove the importance and contribution of Football in the national economy, boosting its investment and internationalisation.

The available figures speak for themselves and support all the efforts: professional football contributed more than 550 million euros to the GDP in 2020-21 (0.25 per cent) and more than 192 million euros in taxes.

This fact sets the tone for more. Liga Portugal, as well as all its departments, remains ambitious and, despite a period marked by the uncertainty caused by the aftermath of the pandemic and a dangerous conflict in Europe, it sets out on new challenges and projects, looking to the future with optimism.

Therefore, from the 18th to the 20th of November, we will be the centre of European and world Football, holding the Thinking Football Summit: three days of intense reflection on the industry, with the expertise and know-how provided by the

best national and international speakers. An event that takes place right before a World Cup that will be held exceptionally in December, in Qatar, which leads the Allianz CUP to be held with a new, but competitive format, with 63 gamesa group stage (56 games) in November and December and a second stage (play-off) between the eight group winners. The Final Four will take place in January, as is already a tradition in the national sporting calendar.

We cannot overlook another important contribution made by this Board - the Liga Portugal Arena, a new head office building and future incubator for companies, meetings, businesses and developments already under construction to complete the present mandate and positively mark the future of operations and development of Liga Portugal for many good years to come.

Liga Portugal is aware of the enormous challenges ahead, of the many arduous and demanding issues that must be tackled. Above all, we believe that these efforts will contribute towards the Portuguese Professional Football that we all desire - a positive, friendly Football, based on respect, aggregation and spectacle that will promote us around the world as a League filled with talent! A Talent that Doesn't Stop!

2. Strategic Positioning 2019-2023

With the end of the first mandate of the current Board of Directors of Liga Portugal, it was necessary to define the strategy for the organisation for the coming years, resulting in a business plan for 4 years that would allow to develop the current phase of maturity and to promote Liga Portugal on national territory and worldwide. Now that Liga Portugal finds itself in a stable phase, the duty and obligation of the organisation are to identify the major challenges for Professional Football, by defining tactics that are capable of valuing and promoting its competitions.

This way, based on past criteria and having in mind planning for another four years, a strategic plan for Liga Portugal was developed by EY, as well as a new business model. Using this document as a basis, and understanding the current state of the sector, and where we should promote our football, 5 new strategic axes of action for the 2019-23 cycle were defined.

The Activities Plan is then the supporting document for the execution of activities for the next season, presenting the positioning, strategy and projects that Liga Portugal proposes to carry out,

aligned with and approved by the Sports Societies. This document aims to achieve, through the implementation of concrete actions and respective budgeting, the objectives and guidelines that must be taken by the institution, defined for this 4-year cycle.

The season we are now starting corresponds to the last season of this cycle, so all the actions foreseen will now be fully completed, as outlined throughout this document.

This annual document is drawn up by an organisation that wants to contribute for its affirmation as an institution of reference within the Portuguese football scope.

In order to successfully respond to these challenges, Liga Portugal has outlined an ambitious strategy for Professional Football as an industry, with the purpose of promoting and valuing Portuguese Professional Football commercially, economically and sportingly.

01 liga portugal affirmation

02 VALUING OF THE COMPETITIONS

03 INDUSTRIALISATION OF PORTUGUESE FOOTBALL

04 BETTING ON DIGITAL

05

INTERNATIONALISATION OF LIGA PORTUGAL

2.1. MISSION, VISION AND VALUES

Liga Portugal stands out by the values of Credibility, Aggregation, Talent and Spectacle in the organisation of three major competitions every season, sustained by the excellence of its football.

A talent hub that enhances and exports some of the best players in this sport worldwide, in which 36 professional teams participate.

The Mission, Vision and Values articulate the essence of the organisation’s aspirations, by defining its positioning before the World. This is the way that an organisation shall position itself to its stakeholders, paving the way to be followed and showing how to get there.

MIssion

Ensuring the excellence of the planning of the competitions, In full compliance with the economic and financial sustainability of the institution and its associates.

VISion

Establishing itself as one of the most important European football Leagues, permanently following a path of good international practices, thus valuing Portuguese Professional Football economically and sportingly.

VALUE proposal

Creates Talent.

CREDIBILITY

In every field, both at our competitions, as in the business management.

VALUES

SPECTACLE

Joining the ingredients in order to create a more spectacular competition inside and outside the stadiums.

TALENT

Both in our competitions and with its agents, and in the industry.

AGGREGATION

Create the proper conditions to safeguard the best interests of football.

2.2. GLOBAL STRATEGY

The future strategy of Portuguese Professional Football should be envisioned for its (re)positioning in the top-5 European leagues and to promote its economic and sporting value.

By capitalising on its strong strategic vision, its professional and specialised management competencies and its contract negotiation skills, Liga Portugal has been making efforts to value its professional competitions, including partners of the highest reputation and carrying out relevant projects.

In parallel, Liga Portugal needs to assert itself even more as the promoter of change, which will require more notoriety and prominence at a national and international level, as well as a governance model better prepared for the challenges that it may face.

It is equally important to change the path, based on the valorisation of the Portuguese Professional football competitions, making them more competitive, more financially sustainable and transparent.

This future strategy should also enhance the industrialisation of Portuguese football, favouring its commercial valuation. Football is a spectacle that needs to be sold as such. Good international practices suggest that Liga Portugal should reinforce all the sectors that contribute to increasing its spectacularity, making it more marketable. At this level, it is absolutely crucial to adopt a coordinated strategy between the clubs that outweighs the constraints of the current cultural paradigm and that promotes social dialogue.

The conjunction of the national Professional Football with the recent technological and digital developments is also essential. At this level, it is essential to bet on strategic partnerships (e.g. LaLiga).

Betting on the internationalisation of Portuguese football is also a path to be followed, capitalising on the advantages of existing specific know-how, in particular with regard to scouting, training of players and coaches and the organisation of professional football competitions.

Establishing partnerships and defining a joint strategy in international markets, especially in countries with a common past with the Portuguese language and culture, which have players and coaches playing in Portugal, and also in countries that receive Portuguese players and coaches, are essential to the achievement of this strategy.

The Liga Portugal Board, taking into account the axes of intervention and the overall strategy to be implemented, has defined 5 strategic axes for the 2019-23 cycle.

The long-term partnership established between Liga Portugal and EY has been essential for this enhancement cycle of Portuguese Professional Football.

This way, several documents were drawn up, with the purpose of democratising and increasing the transparency of the sector, in which we highlight the Portuguese Football Annual Report and the Strategic Plan of Liga Portugal 2019-23, which served as the basis to define the strategies to be implemented during this cycle.

This constant and continuous work, within the framework of this partnership, involved an exhaustive survey of information, which allows us to understand the extent of the sector and its positioning in the national economy, as well as the paths that it will have to take in order to achieve the objectives we have established.

MAY

STRATEGIC DIAGNOSIS

An extensive scrutiny work, with the main purpose of fully understanding Portuguese Football, Liga Portugal and its position within the European Football and the world.

STRATEGIC AND ACTION PLAN 2019-2023

A strategy and an action plan to respond to the existing challenges and constraints, aiming to position Portuguese football in the five major European leagues and valuing it as a business.

BUSINESS PLAN 2019-2023

Document of operational nature and within the internal forum of Liga Portugal, with the financial plan associated with the implementation of the identified measures and presented in the Strategic Plan for the 2019-23 cycle.

2.3. STRATEGIC OBJECTIVES

This Activity Plan is based on the presentation of the specific actions to be carried out one year from now, based on the major macro strategic objectives defined for the 2019-2023 cycle, and which have framed the last three activity plans and this latest one, which now concludes the strategic plan. This way, the strategic objectives for the 2019-23 cycle are:

Competitiveness 01

Promote the attractiveness of our competitions by promoting the best plan for its competitive models and frameworks;

Integrity 05

Encourage the adoption of a joint and cross-cutting strategy towards all football agents to tackle bribery and corruption, seeking to ensure the integrity of the sport;

Business 09

Counter some of the cultural idiosyncrasies that hinder the implementation of a more advantageous business model;

Internationalisation 02

Bet on global expansion, seeking to promote Portuguese Professional Football worldwide, as well as to diversify its sources of income;

Strategy 06

Develop business strategies that meet the new consumers' profile and their needs;

Sustainability 03

Ensure the financial sustainability of the Sports Societies through an effective implementation of strict rules for registration in the competitions;

Valuing 07

Contribute to value and increase the quality of the spectacle by stimulating the interest of the partners and enhancing a higher economic return;

Governance 10

Implement a new governance model, that is simultaneously democratic, responsive and reliable, that promotes an advanced management of Liga Portugal;

Reflection 11

Reflect on the new challenges faced by the Sports Societies regarding their audiovisual rights.

Innovation 04

Promote an active policy of technological innovation as a catalyst for sportsmanship, as well as for creating emotional and commercial ties with fans;

Dialogue 08

Promote social dialogue by converging shared interests among the protagonists of the game;

The strategic goals of Liga Portugal for the 2019-23 cycle have been clearly defined, resulting in operational objectives that translate into five axes of action and development - leading to 90 areas of specific actions:

01. Approve and implement a new credible, democratic and professional model that facilitates decision-making and ensures greater transparency and management accountability at all levels.

02. Promote a study to assess how the organisation is perceived by its main stakeholders, assessing the institution’s positioning and proposing strategies that promote the brands associated with Portuguese Professional Football.

03. Develop a Liga Portugal - Sports Societies Trainees Program in order to acquire and retain talent.

04. Strengthen the organic structure of Liga Portugal to keep up with the growing needs, allowing it to develop and implement strategies and projects in the future.

05. Raise the level of professionalism at the upper and intermediate levels, as well as increase the level of academic qualifications and international experience of its staff.

06. Adopt a policy of continuous training, allowing for the flow of professionals between Liga Portugal and the various football institutions across the world.

07. Postgraduate in Management: capitalise on the current postgraduate to captivate international references for internal training.

08. Postgraduate in Communication: carry out a Postgraduate Degree in Communication in Professional Football, in partnership with the Universidade Católica de Braga’s Faculty of Communication.

09. Institutionalise a follow-up session of the strategic plan on a six-month basis.

10. Promote a semi-annual staff meeting.

11. Consolidate the reporting and accountability policies.

12. Expand and optimise funding sources by focusing on commercial activity, thus strengthening its financial position.

13. Promote a support study to evaluate the feasibility of negotiation in the future of media rights.

14. Create a Centre for Studies and Research on Portuguese Professional Football, in close collaboration with the academic world.

15. Think Tank: expand the concept of Think Tanks, stimulating synergies and complementarities with other entities.

16. Use the Ambassador’s project to positively promote football, its culture and the value of Liga Portugal and its competitions.

17. Reformulate and rethink Liga Portugal’s marketing strategy, seeking to let off the institutional side from the more operational side.

18. Promote a new agenda with the media, political and sports agents, as well as with International organisations, thus adopting a more interventive strategy on various fields.

19. Present a multimedia mega strategy that highlights the values of aggregation of those involved in Professional Football.

20. Carry out studies for the implementation of collective actions aimed at increasing the know-how of the Sports Societies.

21. Promote Fundação do Futebol, putting social responsibility at the service of the brand. Launch a symbolic social responsibility initiative per season.

22. Liga Portugal Headquarters: Better implementation/requalification of its infrastructural conditions to keep track of the evolution of its needs in the coming years.

23. Create an integrated and advanced dynamic regarding the football culture in Portugal.

24. Brand Equity: develop a strategy to position Liga Portugal alongside major brands in order to promote institutional growth on par with the top European leagues.

25. Develop a digital tool to monitor the Sports Societies’ accounts, e.g. financial ratios vs targets defined by UEFA, supported by a notification system.

2.4. STRATEGIC AXES OF INTERVENTION

Liga Portugal's Affirmation Strategy for a greater notoriety and prominence of Liga Portugal

Valuing of the Competitions

Strategy for greater transparency and better regulation of Portuguese Professional Football

26. Consolidate the Licensing Manual for participation in national competitions, based on the standards of European competitions.

27. Renew the conditions for participation in competitions.

28. Create an official Liga Portugal bookmaker that will provide new sources of income.

29. Create a progressive framework for the implementation of Financial Fair Play targets, based on the parameters of the Financial Fair Play of UEFA 1.0 and Financial Fair Play of UEFA 2.0.

30. Analysis of External Investment: collaborate with governing and administrative authorities on key topics in order to capture international investment in Portuguese football.

31. Pact for Football: create a document on values to be promoted and codes of conduct to be adopted by agents of football.

32. Value fair-play actions by adding rewards and increasing media visibility.

33. Promote the Liga Portugal Working Groups that bring together the experts with influence at a club-management level.

34. Analyse the possibility of implementing Goal-Line Technology (GLT) in the Liga Portugal Bwin.

35. Introduce technology to support game analysis (e.g. tactical feed), as well as automatic analysis (e.g. tracking available to all teams).

36. Develop existing platforms with the addition of new features.

37. Create a Fan ID concept for accreditation of football fans who go to the stadiums.

38. Institutional Information: create a data link between Liga Portugal and the Portuguese Football Federation.

39. Develop training courses for sports commentators. Provide information to promote the positive element of football.

Industrialisation of Portuguese Football

An integrated strategy to generate a greater commercial value of the game, managed as a business

40. Create campaigns to encourage fair play actions and promote the game with the fans.

41. Increase the creation of educational, festive, positive and civic content for football as a sporting event for families.

42. Promote an analysis of the current consumer profile, arranging differentiated commercial strategies for the different profiles of the fans.

43. Develop training courses and forums for various types of football agents, including players, coaches, match officials, game delegates and representatives.

44. Encourage the presence of families at the stadiums through an arrangement of initiatives aimed at this purpose.

45. Pink Fan: promote the presence of women at the stadiums, with a range of initiatives oriented to this sector.

46. Audience: develop engagement mechanisms with clubs, which contribute to obtaining higher attendance rates.

47. Violence in the Game: create a campaign for eradication of violence in football, in conjunction with the Authority for Prevention and Combat towards Violence in Sports.

48. Set up, in partnership with the broadcasters, a weekly programme to be held in the vicinity of the stadiums, prior to the official matches of the competitions.

49. Conduct a study for the optimisation of the competitive model and identification of the best framework for each competition.

50. Television Broadcasts: draw up a proposal for a performance guide that aligns the recording, production and broadcasting of matches which also promotes the game.

51. Promote a ranking system for stadiums and accessibility with the elaboration of a set of specifications.

52. Fan Zones: develop and promote their expansion.

53. Implement a campaign to promote a tax-benefit status for footballers.

54. Advocate, alongside the competent authorities, for the reduction of the VAT to 6% on match tickets.

55. Sports accidents insurances: defend clear objectivity of the law to reduce the insurance premiums paid by the Sports Societies.

56. Bet on the increase of properties for the naming sponsor.

57. Prepare a feasible and measurable Business Plan.

Betting on Digital Platforms

Strategy to accelerate digitalisation in Liga Portugal and Portuguese football

58. Establish an autonomous "Digital" Department with an appropriate budget and structure for future challenges.

59. Further the development strategy of channels, with the creation of a study to maximise the return.

60. Implement a new model of communication between the communication and marketing departments.

61. Improve the Liga Portugal digital platforms for the purposes of branding and buzz to enhance traffic generation and conversion (CRM/FRM development).

62. Develop a study that analyses the tools to be used (e.g. SEO, CRO, etc.), as well as the return of investments on digital marketing.

63. Encourage Sports Societies to define and implement a digital strategy through the creation of specific digital guidelines.

64. Produce digital content that stimulates the increase in the number of fans from different regions to their football idols that play in national competitions.

65. Use international bloggers and Youtubers to promote the spectacularity of the competitions and those involved.

66. Partners: create synergies for the development of projects with major

players in the digital area.

67. Develop an integrated e-Commerce platform (with the Sports Societies) through the online sale of merchandise.

68. Define a sponsoring strategy.

69. trengthen the investment in eSports and gaming events.

70. Qualification and international valuing of the eLiga.

71. Create, improve and internationally promote the e-Fan concept.

72. Improve digital content via LIGA TV (in video-on-demand and/or webTV format).

73. Digital Media Operator: implement a digital media operator creative strategy (in videoon-demand and/or webTV format).

Internationalisation of Liga Portugal

Strategy to obtain a significant international appeal of the Liga Portugal

74. Create an internationalisation plan for Liga Portugal with adequate staff and financial resources.

75. Formally create an “Internationalisation” Department within the internal organisation chart of Liga Portugal.

76. Promote a study to support the assessment of the viability of negotiations for international media rights in the future.

77. Prepare a roadshow for international bid placement.

78. Outline and implement collective actions and/or joint projects to finance the internationalisation plan (e.g. PT2020).

79. Launch Liga Portugal stores in the main Portuguese airports.

80. Create Fan Zones for Portuguese communities outside of Portugal.

81. Foster closer contact with international agencies.

82. Establish partnerships with relevant international players.

83. Develop and implement the internationalisation plan of the League Cup.

84. Carry out training actions and develop consulting and training projects in countries that belong to the PALOP community.

85. Use the Ambassadors as promoters of Liga Portugal, its competitions and Sports Societies in foreign markets.

86. Create a database of players with diverse audiovisual content that allows the creation of content to be used by international media, thus facilitating interaction with international partners and enhancing the Liga TV channel.

87. Participate in international summits to promote Liga Portugal and its competitions.

88. Create international competitions (e.g. Torneio Quadrangular, Copa Ibérica).

89. Cooperation: define a protocol allowing the joint use of international offices.

90. Adopt LaLiga as a strategic benchmark.

For each defined strategic axis, a set of objectives were identified, which will be translated into 90 specific actions and projects. Despite the development of a 4-year strategic plan, it is in this current Activity Plan that the tasks are implemented both materially and financially.

All actions to be implemented must be measured in results and be consistently oriented to achieve the 5 strategic axes.

Liga Portugal intends to play an increasingly interventive role with regard to the services it provides to the Sports Societies, as well as in the search for a financing model that allows for higher levels of income for Portuguese Professional Football in general and, more specifically, for Liga Portugal. In addition to developing actions for greater commercial and promotional coordination with Sports Societies, such as developing an internationalisation plan that can be supported by European funds, developing commercial proposals with higher levels of integration, as well as finding new sources of revenue, such as consultancy, marketing of official products, training, information, among others.

This path of branching out new sources of revenue by Liga Portugal is already being followed. However, new projects need time to reach economic maturity. The fact that Liga Portugal is simultaneously implementing all of its investment projects, means that everyone remains in a development stage instead of economic and financial maturity.

3 BUSINESS STRUCTURE OF LIGA PORTUGAL

3.Business structure of Liga Portugal

Liga Portugal reorganised its business structure, breaking up its activities into different organisations and then merging itself with all these companies both financially and in terms of the activities carried out.

• Social Responsibility

• Property Management

• New Building Management

• Associative and Liga Portugal's activity

• Operation of professional competitions

• Official Products

• Organisation of Events

• Centralisation of Media Rights

• Education and Training

• Entrepreneurship

• Studies Development

• Consultancy

3.1. Liga PORTUGAL Infraestruturas

Liga Portugal Infraestruturas is one of Liga Portugal's most recent projects. Its main goal is to enhance the real estate assets of the organisation that manages Professional Football in Portugal. The first major project is related to the new headquarters building of the institution, the Arena Liga Portugal. Liga Portugal's mission is to make Professional Football in Portugal grow and become as successful as possible, being fully aware that its responsibility goes far beyond the organisation of its competitions. With the assumption of becoming a League of excellence, it became necessary and essential to turn around a negative trend in its financial situation and create conditions for selfsustainability, ensuring that its accounts are now solid.

Based on this certainty, Liga Portugal Infraestruturas will allow, in addition to the management and enhancement of its own assets, to develop the new home of Portuguese Professional Football, called the Arena Liga Portugal, located in the city of Porto, as well as the many important and emblematic projects that this investment will bring in a positive way for all its stakeholders, namely for the members of Liga Portugal.

3.2. Liga PORTUGAL Comercial

Liga Portugal, as an institution that represents the 34 Sports Societies that comprise Professional Football, seeks maximum professionalism, modernisation and credibility of all the sectors integrated into the activity.

One of Liga Portugal's new business units, Liga Portugal Comercial, was created with the aim of playing a fundamental role in the commercialisation, production and promotion of various products associated with its competitions, as well as being a source of income and profitability for the assets and products of its Sports Societies.

In this context, the creation of the Liga Portugal Store was a great step in this direction. Inaugurated on August 17th 2021, at MAR Shopping, in Matosinhos, it represents the first step towards selling not only the League's merchandise, but also implementing a concept where any supporter can buy products of their club. It is the first official Liga Portugal store but the future, and thinking about Professional football, may bring news in this field!

Another of the purposes of this company is the arrangement of events throughout the sports season. It is intended that the events organised by Liga Portugal are managed and coordinated by this entity, thus creating a specialised team dedicated to this area with increasing impact and relevance. Thus, the Liga Portugal Comercial will

seek to establish links and the sharing of experiences across all events, both for larger and smaller events.

In this first season of activity, a great project stands out: the organisation of the Thinking Football Summit 2022, which will have its first edition in November 2022.

3.4. Talent Business Center - Liga Portugal

3.3. Liga PORTUGAL Centralização

The objective of Liga Portugal Centralização is to analyse and define a proposal for the future model of centralized marketing of television and media rights, and other audiovisual content, of professional football competitions in Portugal, as well as their subsequent sale.

The Decree-Law of March 2021 mandates the Centralisation of Media Rights by 202728, and it is necessary to develop the work starting now.

Based on this premise, the Liga Portugal Centralização was created, as decided at the Presidents' Summit on the 2nd of September 2021, with a view to anticipating this essential aim for the growth and development of Portuguese Professional Football.

The positioning of Liga Portugal clearly identifies the need to invest in the training of the people who bring football to the Portuguese and international public, in order to have an increasingly professional football in Portugal.

The Liga Portugal Talent Business Center aims to develop training solutions to create skills and develop talent.

There will also be a connection with the business world, through entrepreneurial projects, boosted by the new head office building of Liga Portugal, where there will be a space exclusively dedicated to business incubation.

3.5. Fundação do Futebol – Liga Portugal

Football and Social Responsibility should definitely 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 developed, through the Fundação do Futebol, some Social Responsibility actions, with the main objective of maintaining contact between these two worlds.

The creation of a structured Foundation was an ambition of the League's current Executive Board, with the project moving forward with the aim of helping to promote a fairer Society, with and for Football.

The Fundação do Futebol - Liga Portugal takes on the mission, therefore, of being a link between Sports Societies and Social Responsibility, working for a better Football and a better Society!

4 SPORTS SEASON REVIEW 2021-22

Competitiveness and emotion continue to mark the Portuguese Professional Football sector. The three competitions of Liga Portugal stand out for the quality of its players and the game itself.

4.1. LIGA PORTUGAL Bwin

After two seasons affected by the Covid-19 pandemic, the Liga Portugal bwin has returned to normality. The stadiums were back to full capacity and the fans experienced all the emotions of the 34 matchdays of the competition in their favourite place: the stadiums. A season that was marked by several historical performances, impressive debuts, much-anticipated returns and many goals that made all the Football lovers in our country smile.

The Champions title returned to the North of the national territory, with FC Porto beating the competition to win the 30th national championship in their history. Sporting CP and SL Benfica closed the podium, respectively. At the opposite end of the table, Belenenses SAD and CD Tondela failed to counter the worst possible outcome and were relegated to the Liga Portugal SABSEG.

A special note to Gil Vicente FC, under Ricardo Soares. The men from Barcelos finished in 5th place and qualified for

the UEFA Europa Conference League for the first time in their history. SC Braga, occupying the 4th place, and Vitória SC, closing the top-6, secured the remaining European vacancies.

The Roosters make their European debut

In Barcelos, Ricardo Soares and his players brought back the joy and passion for football to their city, through a season that will go down in the history of Gil Vicente FC. For the first time in its existence, the club will be present in a European competition, in this case, the UEFA Europa Conference League. The Barcelos team secured 5th place in the competition and came very close to breaking their record of points in a league season. It is also worth mentioning the 12-game unbeaten streak, between Matchday 16 and 27, accomplished by Ricardo Soares' men, the longest unbeaten run ever recorded by Gil Vicente FC.

Dragons of Conceição in the history books

Sérgio Conceição and his players were the main protagonists of the 2021-2022 season of the Liga Portugal bwin. Besides winning the league, there are several records that make this title even more memorable in the Dragon's lair. The blue and white team conquered 91 points, an absolute record in the competition, and registered only one defeat in all the 34 matchdays played. Along the way, he overcame John Mortimore's SL Benfica unbeaten record by seeing his team reach 58 games without tasting defeat.

Roger "King" of records

The past edition of the Liga Portugal bwin will always have a special place in the heart of the young player from Braga, Roger Fernandes. On Matchday 2 of the competition, and against Sporting CP, at just 15 years, 8 months and 23 days of age, the striker became the youngest player ever to play in a Liga Portugal bwin match. On Matchday 16, SC Braga won at Arouca (6-0), with Roger scoring twice and becoming the youngest goalscorer in the history of the competition. And to finish the dream season of the young warrior, the minutes played against Sheriff Tiraspol, in the Europa League playoff, made him the youngest Portuguese ever to participate in a European competition.

The Canarinhos have taken 25 points in the first 17 matches of the competition, recording one of the most successful first turns ever when it comes to newly promoted teams. In this millennium, only Vitória SC, in the 2007-2008 season, and FC Famalicão, in 2019-2020, have done better, with the latter holding the best record, with 31 points.

Liga Portugal bwin Playoff

Horta, the most lethal Warrior ever Horta, the most lethal Warrior ever

Since joining SC Braga in 2016, Ricardo Horta has won the hearts of the entire Braga supporters. The 27-year-old forward has become, season after season, one of the team's leading figures and, on the last day of the Liga Portugal bwin, he got the achievement he so rightfully deserved. Horta reached a total tally of 93 goals and became the top scorer in the history of the Minho Warriors, surpassing Mário Laranjo, the historical striker of the 40s and 50s.

Estoril came back strong

After three seasons away from the top flight of professional football, Estoril Praia marked their return with a superb first turn of the season.

For the second season in a row, the battle for the remaining spot in the next Liga Portugal bwin season was held via a playoff between the 16th-placed team in the Liga Portugal bwin and the thirdplaced team in the Liga Portugal SABSEG. Moreirense FC and GD Chaves faced each other over two legs, with the Flavienses prevailing by winning 2-1 on aggregate. A victory by two goals to nil, in the first game, played at the Municipal Eng.º Manuel Branco Teixeira, with goals from João Teixeira and João Correia, provided an important advantage, that the Transmontanos knew how to take advantage of in the decisive game.

In Moreira de Cónegos, the home side sought to overcome the first leg deficit and a first-half goal from Paulinho gave Ricardo Sá Pinto's men hope. However, the equaliser didn't come, and Vítor Campelos, his athletes and the Chaves fans ended up celebrating.

This way, GD Chaves will participate, in 2022-2023, for the 17th time in the Liga Portugal bwin, confirming their return, three seasons later. Moreirense FC will join the Liga Portugal SABSEG next season, something that has not happened since 2013-14.

4.2. LIGA PORTUGAL SABSEG

The 2021-2022 season of the Liga Portugal SABSEG will go down in history for several distinct reasons. If on one hand, Rio Ave FC and Casa Pia AC achieved the much-desired return to the Liga Portugal bwin, it is also a fact that Varzim SC and A. Académica, two historic clubs of Portuguese football, finished on the opposite end of the table and moved down to the non-professional championships.

The season was marked by a strong and evenly matched performance in the pursuit of the various sporting objectives of the different teams. In the fight for promotion, Vilacondenses and Casapianos excelled themselves on the last day of the competition, with victories for both sides sealing the deal. GD Chaves also fought until the last day of the competition, but the defeat in Vila do Conde sent the Trás-os-Montes team into the playoffs.

In the exact opposite battle, only A. Académica had its fate determined

prematurely. On Matchday 30, the Coimbra team drew against FC Penafiel at the Estádio Cidade de Coimbra, and were relegated to a non-professional league for the first time in their history. On Matchday 34, the fight was between Varzim SC and SC Covilhã and it was the team from the highlands who got the better of Varzim by guaranteeing access to the relegation playoff. The Poveiros, meanwhile, were relegated after seven consecutive seasons in the Liga Portugal SABSEG.

First-tier Casapianos... 83 years later

Casa Pia AC returned to the top flight of Professional Football. 83 years after their last appearance. The team from Pina Manique overcame even the most optimistic predictions and clinched promotion to the Liga Portugal SABSEG. Very consistent throughout the 34 rounds of the competition, Filipe Martins' team stayed in the upper places for the vast majority of the competition. The Geese added 21 wins, five draws and eight defeats, conquering 68 points, the second place in the standings and the muchdesired return to the Liga Portugal bwin, a competition they will be part of for the first time since 1938-1939.

Rio Ave confirmed their immediate return

Unlike their promotion companions, Rio Ave FC have returned to the top flight of professional football, just one season after being relegated. Luís Freire was the chosen manager to take the Vilacondenses back to the Liga Portugal bwin and he didn't let the expectations down.

On the last day of the competition, the Vila do Conde team only needed a draw, against GD Chaves, to guarantee promotion and the championship title. In a packed stadium, Rio Ave FC gave their fans the greatest joy with a comprehensive 3-0 victory.

The team from Vila do Conde won the second tier of Portuguese football for the third time in history - the last time Rio Ave FC had won this competition was in 2002-2003.

Many goals, few wins

This Liga Portugal SABSEG season will be remembered by João Carlos, A. Académica's striker, with a bittersweet taste. On an individual level, he was one of the most outstanding players of the competition and, together with Bryan Róchez, of CD Nacional, he was the top scorer of the competition, scoring 15 goals.

The Brazilian was impressive for the Students but could not prevent the worst of fates for his team. The Briosa had a season well below expectations and was relegated with four games to go. João Carlos scored many goals, but to little effect, and A. Académica managed to collect only 17 points in 34 games.

Supersonic hat-trick

There were several moments that marked this edition of the Liga Portugal SABSEG. One of those moments took place on Matchday 8, at the Estádio José Gomes, in a match that opposed Estrela da Amadora and Ac. Viseu. The home

team won, 4-0, and Diogo Pinto was the hero of the night with a supersonic hat-trick, obtained in the first 12 minutes.

The Portuguese player made history and surpassed Mendy who, in 2015, at the service of União da Madeira, scored 3 times in just 24 minutes, also against Ac.Viseu.

Mafra’s Golden Boy

As in the Liga Portugal bwin, youthrelated records were also broken in the Liga Portugal SABSEG. During the match between Leixões SC and CD Mafra, in the 16th matchday of the competition, Ricardo Sousa, coach of the Mafrenses, sent Ricardinho into the match, in the 89th minute of the match.

The youngster from Malveira became the youngest ever to play in a Liga Portugal SABSEG match, with only 16 years, one month and six days of age. The athlete graduated from CD Mafra beat a record that previously belonged to Cuco, who made his debut in the second tier of Professional Football at 16 years, two months and two days in 2004.

Besides his debut, Ricardinho appeared in 2 more matches in the competition, showing that age is just a number and that he will be a valid option for next season, in what will be the fight for his team's objectives.

Liga Portugal SABSEG Playoff

For the second time, a playoff was held between teams from the Liga Portugal SABSEG and teams from the highest non-professional division, after in 2016-17 Leixões SC played against SC Praiense and Ac. Viseu against Merelinense, with the Liga Portugal SABSEG teams (Leixões SC and Ac. Viseu) securing their continuation in the higher competition at the time.

This time SC Covilhã ( ranked 16th in the Liga Portugal SABSEG) and FC Alverca (Winner of the Liga 3 playoff) faced each other, in a clash that finished on a high note for the Serranos, who thus ensured continuity in the second tier of Professional Football.

After a goalless draw in Alverca, in the first leg, the Beira side came out on top in the second game, played at the Estádio José Santos Pinto, benefiting from Felipe Dini's early goal in the first minute. The lead would eventually be extended after the 30th minute, when Rui Gomes struck a shot into the back of the Ribatejo side's net.

Thus, SC Covilhã beat FC Alverca, by 2-0, celebrating survival in front of their fans, who completely filled the stands of the Estádio José Santos Pinto. The team led by Leonel Pontes is now in its 15th consecutive participation in the competition, holding the status of the team with the longest streak in this division.

4.3. ALLIANZ CUP

The Final Four of the Allianz CUP took place, for the second consecutive year, in the city of Leiria and, as in the previous year, it was Sporting CP who returned home with reasons to celebrate. In what is known in the country as the "Eternal Derby", the Lions beat their Lisbon rivals, SL Benfica, by 2-1, with the Spanish forward Pablo Sarabia scoring the winning goal in the 78th minute. A goal that earned them their second consecutive League Cup and the fourth in the last five years. Besides Sporting CP and SL Benfica, the Final Four of the Allianz Cup had two teams that made it very difficult for their opponents to reach the final of the competition. Sporting CP faced the Azoreans, CD Santa Clara, who even had the lead in the duel against the Lions. Lincoln put the islanders ahead in the 30th minute, but Mikel Villanueva's own goal and a penalty converted by the hero of the final, Pablo Sarabia, turned things

around for the Lions.

In the other semi-final, the record title-holders of the competition, SL Benfica, had to take up the demanding challenge of facing a fierce Boavista FC side. Nelson Veríssimo's men took the early lead through Everton's individual effort in the 16th minute. However, the Checkered team refused to give up and, after a superb second half, they snatched the equaliser and sent the game to penalties. CD Santa Clara and Boavista FC left, therefore, a great impression in everyone's memories.

Two teams that brightened up the Football Week. A week that offers a lot more than just three football matches. Liga Portugal provides the fans with several moments of fun and entertainment with the Fan Zone, which livens up the centre of the host city and where everyone can enjoy the various activities and moments related to Football.

2022-23 season

5 OPERATING OBJECTIVES 2022-23

In order to strategically ensure that the established actions will allow reaching the objectives laid out for the four-year cycle, short-term strategic objectives were identified, enabling the short and medium-term actions to be achieved.

Operating Objectives 2022-23

FINANCIAL OBJECTIVES

OPERATING RESULTS TARGET

TOTAL NET LIQUIDITY

1 M€

185.900€

COMERCIAL OBJECTIVES

23,7 M€

TOTAL INCOME TARGET

18 M€ OPERATING INCOME TARGET FROM PROFESSIONAL COMPETITIONS

9 M€ DISTRIBUTION OF INCOME TO THE SPORTS SOCIETIES TARGET

Advertisement

Increase the AVE (Advertising Value Equivalent) of competitions

LIGA PORTUGAL BWIN

LIGA PORTUGAL SABSEG

1.300 M€

200 M€

ALLIANZ CUP

FINAL FOUR DA ALLIANZ CUP

150 M€

80 M€

Stadium attendances

Although the pandemic situation is now more stable, the objectives presented will depend on the number of fans allowed in stadiums, in the light of the rules to be defined by the health authorities throughout the sports season.

3.7 M

LIGA PORTUGAL BWIN

380.000 LIGA PORTUGAL SABSEG

380.000 ALLIANZ CUP

6 ACTIVITY PLAN 2022-23

Liga Portugal is organised by a set of departments that guarantee the execution of the actions and that allow the defined strategy to be developed, enabling the objectives mentioned above to be reached.

TRANSVERSAL PROJECTS AND ACTIVITIES

Which in many situations are led by one of the departments, but require the joint, organised, and cohesive participation of the various departments, thus becoming transversal to the entire organisation.

SPECIFIC PROJECTS AND ACTIVITIES OF EACH DEPARTMENT

Despite playing an integral role, are centred and developed in a specific way by one department.

The various departments also develop a set of actions that, although not isolated, are specific to each department, which is then aligned with the strategic orientation, as well as the objective of achieving the goals set by the organisation.

THE PROJECTS AND ACTIVITIES TO BE DEVELOPED CAN BE DIVIDED INTO TWO MAIN GROUPS:

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

1. Kick-Off 2022-23

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;

3. Liga Portugal SABSEG

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;

2. Liga Portugal Bwin

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.

4. ALLIANZ CUP AND FINAL FOUR

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:

2021-22 (IN FORCE)

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;

5. PALYOFF LIGA PORTUGAL

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.

6. Working Groups and Annual Meetings

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.

8. Match Center

7. Presidents Summit

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.

9. Consultancy to the Liga Portugal Sports Societies

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.

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.

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.

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.

create engagement with all Football fans.

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.

11. Global Statutory and Regulatory Review

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.

10. Thinking Football Summit

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.

6.2

SPECIFIC PROJECTS AND ACTIVITIES BY DEPARTMENT

FINANCE DEPARTMENT

This department is responsible for a wide range of administrative and financial functions in Liga Portugal, including a set of specific and transversal activities for the 2022-23 sports season.

The financial and administrative monitoring of the entire organisation and Sports Societies is one of the pillars of this department, always based on the sharing of relevant information.

FINANCIAL

1.1. Activity Plan and Budget Control

The Activity Plan is the predictive structuring document that contains all the objectives and strategies of the organisation. In a clear sign of aggregation and responsibility, the various departments will develop their activity plan, reflected in the budget available for the season, which, once approved, is subject to a thorough, careful, and intervening scrutiny by the Financial Department.

As previously mentioned, the responsibility of each department for its budget, under centralized control, will allow, in a prudent, efficient, and timely manner, to verify budget deviations, identify potential amendments and permanently understand the evolution of the budget approved by the General Assembly of its members.

The planning phase will take place from March to May 2023, with financial control being carried out on the 8th of each month, followed by notifying the remaining departments of potential variations, so that contingency/ reorganisation plans are immediately activated.

1.2. Administrative and Financial Monitoring

In a transversal way, and through a wide array of activities, the Financial Department will ensure the normal functioning of the administrative and financial areas of Liga Portugal, namely:

• Ensure all the accounting procedures of all documents on a daily basis, allowing for the monthly closing on the 6th day of each month;

• Analyse the variations in cash-flow needs and resources on a monthly basis, keeping the treasury budget updated and aligned with the current needs of Liga Portugal;

• Carry out the budgetary control, by cost centre and project, with quarterly monitoring of the statement of accounts, whose reports will be submitted biannually to Liga Portugal’s Board;

• Prepare the annual financial statements in accordance with the accounting standards in force, reflecting in a transparent way the existing financial situation by drawing up the organisation’s Annual Report and Accounts.

1.3. Infrastructure Fund for Liga Portugal SABSEG

Liga Portugal, in partnership with the Sports Societies, in order to find solutions to improve the sports venues so that the spectacle inherent to this industry is increasingly appealing and valued by its various agents, including its fans and those directly involved.

The development of talent, in an increasingly competitive market, requires the continuous improvement of infrastructures.

In this sense, Liga Portugal will continue its aid program to Sports Societies for better condition of their infrastructures for the valorisation of our industry. This financial support/ fund comes from the statutes of Liga Portugal and derives from the positive

results expected from the commercial operation of Liga Portugal's professional competitions.

1.4. Competitions Licensing Manual

In conjunction with the Sports Societies participating in the Competition, Financial and Legal Working Groups, Liga Portugal has conveyed last season the Licensing Manual for the Professional Competitions. This manual brings together various licensing criteria and provides a deadline for submitting them as well as the respective administrative measures for those wishing to apply for professional competitions.

In this context, the Financial Department, with the support of the Legal Department, will analyse all the documentation submitted by the Sports Societies, at the beginning of the sports season, relating to the compliance with the different criteria, and the department will also be responsible for the monitoring of all the information and preparation of all charts and reports to be provided to the Audit Commission.

This will include receiving and analysing the reports and accounts of the Sports Societies, as well as monitoring the Sports Societies’ economic and financial sustainability programmes.

The aim of this programme is to rationalise spending in relation to revenues and to list objective targets for the ratios that Sports Societies will have to meet, with a view to balancing the industry, in general, and the Sports Societies, in particular.

1.5. Totonegócio

This procedure, which began in 1997, was included once again as a topic in the Financial Working Group of the last season.

The Sports Societies have once again addressed it by following its evolution in what concerns the second stages of the process. This approach of sharing and assimilation of information coupled with the complexity and significance of the subject had "renewed" its analysis and monitoring in the Working Group for the 2022-23 season.

1.6. Liga Portugal Infrastructure Management

Today, and facing a new paradigm, there is an urgent need to renovate and upgrade the current headquarters facilities, built in 1999, in order for us to meet the current needs both in terms of human resources, as well as the functional and operational areas.

Following the renovation of the aforementioned building, which began in the 2018-19 season, it will continue to be renovated in a very careful manner, allowing for the improvement of the working conditions of its staff.

Solving the latent shortage of space and placing a buildable parking area at the disposal of the needs of growth and organic development at Liga Portugal is a priority for its Board of Directors.

HUMAN RESOURCES

1.7. Worker Portal

Internal communication plays a pivotal role in guaranteeing the transparency of the Organisation to its employees and its focus will be on ensuring a pleasant working environment, thus contributing to the productivity of our workers in order to improve the management of people and optimise communication with them, whether in the face-to-face or remote working environment. Thus, the Human Resources area intends, in accordance with the strategic goals of Liga Portugal, in terms of dematerialization of processes, to implement a platform that meets the needs of the teams in all Departments, through a personal profile where it will be possible to access all the information, personal and institutional documents, as well as allow the automation of data and processes, thus contributing to increase productivity, autonomy, transparency and employer branding.

1.8. Training Programme 2022-23

In today's world of sport innovation, creativity and the need for change are a must. Training is one of the crucial elements in the development of Organisations, proving to be extremely important in the various activities developed by Liga Portugal, as it plays a key role in meeting the strategic objectives. As in previous sports seasons, Liga Portugal is committed to the training and improvement of its human resources, in a systematic and continuous way,

promoting the development of skills by improving knowledge, thus allowing the acquisition of new soft skills, making the employee a differentiating member that contributes to the subsistence of the Organisation in the face of the perishable market economies.

1.9. Performance Management and Evaluation System (SGAD)

Performance Evaluation is a human resources tool that allows the evaluation of employees' technical and behavioural skills, connecting them to the company's culture. In this sense, Liga Portugal currently has in force a performance assessment management system (SGAD), which is carried out throughout the sports season in two distinct moments. With the SGAD it is possible to identify the employee's points for improvement and develop them, since it offers precise data for the Organisation, encouraging communication between the evaluator and the evaluated, thus increasing trust and partnership between both, a factor that directly influences the organisational climate. Performance evaluation is part of everyday life in successful organisations, enabling the alignment of daily tasks towards the achievement of intended goals.

STRATEGIC PLANNING

This department is a relevant information production, analysis and sharing centre for management, and is responsible for a set of specific and transversal activities for the 2022-23 sports season.

STRATEGIC PLANNING AND MANAGEMENT CONTROL

2.1. Follow-up and Monitoring of the 2019-23 Strategic Plan

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.

2.2. Board Meetings

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.

2.3. Development and Monitoring of new Revenue Sources

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.

2.4. Incentives

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.

2.5. Portuguese Professional Football Annual Report 2021-22 - 6th Edition

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.

2.6. Liga Portugal Barometer and Observatory

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.

DATA CENTER

2.7. Collection and Processing of Data Transversal to the Organisation

Data departments are becoming more and more relevant in organisations. Thus, aiming at an increasing improvement of this project, we intend to continue to provide the different areas of Liga Portugal, partners, Sports Societies and the media with data that allows improving the information on professional competitions. This area will, therefore, seek the constant enrichment of its database, with the inclusion of data from previous seasons for all the competitions of Liga Portugal and other leagues, in order to develop comparative reports. This will improve the database available for consultation and analysis either by the data analysis team, or by any other department of Liga Portugal.

Constant research will be made to find ideas for statistical studies that can generate important information for Liga Portugal and its Sports Societies, in order to create a base with diversity and complementarity of information regarding professional competitions.

2.8. Data Collection and Processing for Statistical Publications

Based on all the information available in the Data Center area, analysis and data will be made available to make informative publications that promote the professional football individuals in Portugal.

At the moment we have three periodical publications whose content comes exclusively from the data provided and worked on by the Data Centre:

• Liga-te em Números - a bimonthly publication in digital and physical format that features the most relevant statistical highlights in the last two months of our competitions;

• Liga-te em Números: Season Review - Annual publication in digital and physical format that provides a statistical review of the season of our competitions;

• Plan B - Annual publication in physical format that promotes the participation of B Teams in the Liga Portugal SABSEG.

2.9. Development of a centralised internal data platform for Liga Portugal

The objective is to develop a platform where all employees can consult data that is transversal to the organisation, as well as data that is specific to their own department.

In order for this to be implemented, it will be necessary to develop a centralised data platform that will gather information from the various data sources that exist in Liga Portugal and that will be updated and verified permanently and as automatically as possible.

The data will then be organised and will allow the creation of several dynamic designs, which will be made with the objective of being informative and easy to read for any employee, in permanent collaboration between the Data Centre and all the departments, so that the information is always up-to-date, new data is permanently included, and the

platform is available to each area in a useful and dynamic way, with enormous advantages for the organisation.

COMPETITIONS

The core business of Liga Portugal is to ensure the organisation of professional football competitions in Portugal. The constant monitoring and analysis of national and international competitions are one of the main pillars that greatly contribute to making competitive frameworks adjusted and integrated into the scope of national football, thus ensuring and contributing to the implementation of more sustainable competitive models adapted to the national reality.

This department works in close coordination with the Sports Societies and other entities involved in the game organisation in order to ensure that competitions and match operations run smoothly and in full compliance with the applicable regulatory standards. The planning, throughout the season, is taken in a 360º scope, aligning and aggregating the Sports Societies, security forces, city halls, and television operators, among other stakeholders.

This department brings together several areas and works in close and full articulation with all other departments of Liga Portugal.

3.1. Match Scheduling and Sports Calendar

The starting point of each competition begins with the organisation of its sports calendar, which is an essential part of the planning for every sports season. The sports calendar begins to be prepared and designed beforehand and is based on the international guidelines, i.e. the international sports calendar. In the preparation of the sporting calendar, the Permanent Commission for Calendars, in close coordination with the Portuguese Football Federation and with all the Sports Societies, are involved in the first evaluation.

The Permanent Commission for Calendars is a committee created and composed by the Sports Societies that are part of the Liga Portugal Board, nominated each season, also with the television operators being invited to participate. The active participation of the Permanent Commission for Calendars, throughout the season, allows for an integrated prior assessment of the applicable regulatory standards and, consequently, a more balanced proposal for match scheduling.

It is also responsible for arranging the conditions for the sports calendar, allowing the defence of the interests of all Sports Societies, specifically those that protect the image of Portuguese football on international terms.

season, present inputs and guidelines that lead to proposals for regulatory changes and procedural improvements for implementation in the new sports season.

The continuous and increasingly expanded focus on training also integrates the preparation of each season, since all individuals directly linked to the match organisation need to develop preparation courses in order to make the respective registrations. We are talking about Field Directors, Security, Press, Supporter Liaison Officers, among others. Only with better human resources will we be able to have a more organised competition, that allows facing the daily challenges that the competition itself increasingly demands. In this context, the articulation with the Talent Business Center is essential.

Another important partner in our activities is the National Association of Football Coaches (ANTF), an entity that collaborates with the League in order to allow football coaches to come together and have an active voice in defending professional football, and therefore webinars will be held with the coaches throughout the season.

Other matters such as kits, distribution of match balls, accreditation and sharing of official documents are the responsibility of this department, in close articulation with necessary internal and external areas.

3.2. Preparation for the New Sports Season

The preparation for each sports season takes place beforehand of the season in progress. The Working Groups, which meet up throughout the

3.3. Season Follow-up

The organisation of matches requires a weekly and permanent follow-up to manage situations that occur throughout

the matchdays.

The daily and permanent contact with the Sports Societies poses the challenge of creating, perfecting and adjusting documents that allow a quick, effective, clear and professional contact and exchange of information.

This is the only way to guarantee that all actions, activations, exchange of verification and control models and all other issues that require articulation are dealt with and streamlined in an assertive manner.

The Match Centre of Liga Portugal is, in this context, a very important tool on matchdays, because its multidisciplinary team ensures the monitoring of all the sports agents involved in the organisation of the match.

On the other hand, all the statistical data related to the competitions is monitored, essential information to support Liga Portugal's digital platforms. Where possible, monitoring is carried out on the pitch to provide greater support to Sports Societies.

3.3.1. HEALTH FIELD

A A forced interruption of normality by the Covid-19 pandemic required a change in the normal routine and highlighted the importance of promoting health and preventing illness, in sport in general, and in football in particular. This time, we will proceed with the implementation of a Health Department whose main goal will be the coordination with the clubs' medical departments and collaboration with strategic partners such as the AMEF.

3.3.2. SECURITY FIELD

The safety of players and supporters at our competitions continues to be a significant challenge. With this concern in mind, the Security Department will be created, whose main objective will be the permanent monitoring of the competition, in close liaison with the security directors of the clubs; it is intended to articulate the internal security of the League, establish and mediate relations with the authorities, monitor and analyse security information and data, and establish international links in this area.

3.4. Technical Inspection Committee (CTV)

Liga Portugal has been making a big investment in the development of the Technical Inspection Committee that, among other functions, monitors the pitches and infrastructures of the professional competitions throughout the sports season.

This season new steps will also be taken in the verification and monitoring of the lighting systems through external audits carried out by a contracted entity to verify the various systems and regulatory compliance.

This Technical Committee was involved in the preparation of the infrastructure manual, which provides information on best practices and guidelines for the enhancement and improvement of infrastructures.

3.5. Stadium Licensing

Among the functions to be developed by the Technical Inspection Committee (CTV) we highlight the licensing of stadiums which, following the best international practices, it ensures that sports infrastructures have all the legal and regulatory requirements necessary for professional competitions. CTV's challenge is becoming more demanding since the protection of the competition's image is a mandatory value that we have to consider.

The entire licensing procedure is set out in a specific manual and is properly articulated with the other assumptions related to the licensing of clubs that participate in professional competitions.

In the 2022-23 sports season, the entire stadium licensing process is carried out on its own digital platform, in an infrastructure module that ensures total dematerialisation of the process, a permanent historical archive and greater ease of control of deadlines throughout the sports season.

3.6. Regulatory Monitoring of Pitches

Pitches are a fundamental tool for the true artists of Portuguese professional football to demonstrate all their Football with Talent. Throughout the season, there is permanent monitoring of the pitches that aims to provide guidance to reduce asymmetries in the playing fields between the various stadiums and provide the best conditions for the sporting spectacle. The goal is to value the competition and its assets, and this is the best way to promote the football

industry.

The quality of the turf is the major visual aspect of each match, so it is essential to have reinforced attention, which ultimately led CTV to invest in the specific area.

Within the regulatory framework, it is Liga Portugal’s responsibility to monitor the condition of the pitches, under the terms foreseen in football, under the terms foreseen in the football pitch guidelines, a manual that aims to provide clear guidance on best practices to ensure good turf condition.

Therefore, the Match Center ranks the conditions of the pitches on each match day, which is also carried out by the refereeing teams and the League Delegates. This ranking system aims to reward, at the end of the season, the best football pitches according to the criteria set out in the aforementioned manual.

This CTV specific area also issues opinions and guidelines that are sent to Sports Societies regarding the maintenance of their turfs.

The Licensing Manual includes specific guidelines on procedures and turf evaluations to ensure that the stadiums of professional competitions meet all regulatory requirements and have all the conditions for football practice, thus ensuring the enhancement of the competition's image.

3.7. Workshop with the Liga 3 Sports Societies

Each season, a set of specifications is presented to the clubs in Liga 3 in order for them to comply with the mandatory rules and guidelines, in case they

secure access to professional football competitions.

In addition to the infrastructural requirements, the specifications include further relevant requirements such as financial, legal and marketing criteria. This early training, in joint coordination with the Portuguese Football Federation, allows to give the proper knowledge on the development of professional competitions and have a first approach with a view to streamlining the licensing process of stadiums.

3.8. Delegates Project

The Delegates project has been one of the core tasks of the Liga Portugal Board since these sports professionals represent the League in each game and are considered the fourth team on the pitch.

The performance of these agents is very important and contributes greatly to the increasingly professionalised growth of professional football, which is why a large investment is made in the training, recruitment and evaluation of these professionals.

Their main responsibility is to facilitate interaction between the various agents that are part of the organisation of the game: field director, security director, security forces chief, squads, refereeing team, anti-doping team, and media, among others; ensure the legal conditions and required by regulation for the kick-off of the game; arrange the preparatory meeting for each game; report to the Liga all the information provided and relevant, along with other

documentation of the game.

In order to ensure total transparency in the process, a computer platform was created, the SAND platform (Support System for Appointment of Delegates) which provides a description and record of each delegate, which helps in the selection to ensure less intervention for greater balance and consistency in the choice of delegates. All actions taken on this platform are duly recorded and warranted.

In the context of preparing these representatives for the future that lies ahead, namely the centralisation of media rights, Liga Portugal has guaranteed the presence of these professionals in international matches and has carried out exchanges with La Liga in Spain. With this exchange, we intend to share experiences from both sides, which will certainly be important for the growth and professionalization of the Delegates.

Throughout the sports season, the Liga Portugal delegates are subject to a continuous assessment, by following the guidelines issued by Liga Portugal and based on external consultants to ensure greater quality and credibility in the process. In order to provide greater consistency to the preparation and evaluation project, a mentoring program was created, which consists of a permanent follow-up between evaluators and trainees. With this project, we intend for those evaluators and trainees to feel that they are being permanently followed up and that the training project meets the most demanding needs that are felt.

At the end of the season, a list of delegates is created, that consists of

the evaluation for all delegates, which will then determine their promotion or demotion.

In 2021, integrated into the Recruitment and Training Plan, Liga Portugal opened the institution's preparation course for Match Delegates. The Delegate preparation course allows participants to be more prepared to be candidates for the Liga Portugal Delegate team. This is something that we intend to develop and maintain through the Talent Business Center, since professionalisation will continue to be our main objective.

3.9. Refereeing and Video Assistant Referee

Liga Portugal articulates with the Refereeing Board of the Portuguese Football Federation, all the necessary information and logistics to ensure the operation of this sector.

Every season, articulation meetings are held in order to have greater monitoring, in accordance with the regulatory terms of VAR and all the logistics inherent to the refereeing teams.

3.10. Analysis of the Competitions' Formats

The analysis and evolution of national and international competitive frameworks is something that is constantly examined in close coordination with national and international entities.

The objective is to ensure greater competitiveness of Portuguese teams while always safeguarding domestic

competitions.

Throughout the season, international information and guidelines will be analysed and followed to assess the ongoing national and international developments.

3.11. Infrastructures Portal

The infrastructures portal is a tool that will ensure that all licensing of stadiums will be carried out using through a complete dematerialisation process. All reports and documentation will be made available and evaluated in an intuitive and easy-to-use platform. All information collected on this portal will be imported into the Stadium Technical Sheet and other digital platforms of the Liga.

It should be noted that the licensing manual will dictate all deadlines for managing the portal and that the inspections will take place in physical format always and exclusively using digital platforms.

3.12. Club Portal

Still in the development phase, this portal will allow more efficient contact with the sports societies, agents, referees and delegates. This tool will allow Liga Portugal to issue and receive all the information and game organisation sheets in a secure way, facilitating their access and verification.

The objective is to create a global platform where all information is shared and analysed. It is intended to be an interactive portal for notifying and warning whether the regulatory

deadlines are being complied with or not. This is a platform that will ensure continuity in the dematerialisation process that began with the implementation of the e-Liga.

LEGAL

In the increasingly complex structure of the organisation and the commercial companies involved, the Legal Department carries out the duties required of a legal department in a medium or large scale company. To this extent, it ensures the support to the various departments in providing necessary assistance in conducting negotiations and drafting contracts, protocols and other types of agreement, examining legal issues arising in the course of Liga Portugal's activity and issuing opinions, and performing various acts of a legal notarial and registry nature, as well as sponsoring administrative, tax, arbitration and administrative, civil and criminal proceedings.

With these functions that are shared with the legal departments of other legal persons, the Legal Department of Liga Portugal combines the exercise and support for the exercise of functions that are proper to the nature of the institution and the allocation of public powers conferred upon it by law.

To begin with, the nature of the organisation as an association of employers, which has been established since the constitution of Liga Portugal, implies the assumption by the Legal Department of the responsibilities of negotiation, drafting, application and interpretation of the IRCTs entered into by Liga Portugal, namely with the ANTF and the SJPF, in the operation of the mechanisms established by them (such as the mechanism for termination of contracts with professionals working for the sports societies) and the follow-up of the collective agreements denounced by the association with the trade unions belonging to the CGTP and the Directorate General for Employment and Labour Relations.

With regard to the exercise of public powers, this area has a key role in monitoring the organisation of competitions, ensuring a prompt response to the various requests from the other departments and sports societies regarding the application of the law and regulations, in areas such as disciplinary, insurance, facilities and licensing procedures for participation in professional competitions, so that these take place within the limits of the legal and regulatory framework that binds, Liga Portugal, as the organiser, and its member sports societies, as promoters of each of the games of the three main competitions: Liga Portugal bwin, Liga Portugal SABSEG and the Allianz CUP.

It is also in the Legal Department of Liga Portugal that the regulatory framework is focused, with the drafting of revision proposals based on the experience of the department and the other functional areas of Liga Portugal and the contributions of thematic working groups convened annually by the Board, including, naturally, the Legal Department, whose work is coordinated by this department.

4.1. Drafting and monitoring contracts, protocols and other legal matters

The main activities of this area for the 2022-23 season will be as follows:

• Legal consultation and support, throughout the season, to the statutory bodies, the remaining departments and associates;

• Negotiation of collective labour contracts with entities such as the Union

of Professional Football Players and the National Association of Football Coaches, among others;

• To respond to all types of notifications and requests from the courts, enforcement agents, the Judicial Police, the Public Security Police, the National Republican Guard, the Tax Authority, Social Security and other public authorities and entities;

• Handling of legal proceedings, throughout the sports season;

• Internal support of legal proceedings in which Liga Portugal takes part;

• Monitoring and upgrade of the protocols signed by Liga Portugal and the various partner entities;

• Assistance to the General Assemblies of Liga Portugal;

• Regulatory Amendments, Statutes, General Regulations and Official Communication No. 1 (CO1);

• Monitoring and involvement in the processes of legislative amendment;

• Management of the cooperative partnership between organisations, such as the Foreigners and Borders Service, the Portuguese Football Federation and the Players Union, Social Security and the Tax Authority.

4.2. Regulatory Amendments

The drafting of proposed amendments to the Competition, Disciplinary and Refereeing Regulations for competitions organised by the Liga Portugal will be carried out in collaboration with the other departments, the Sports Societies that are members of the Regulatory Working Group and other entities invited to participate in this process with

their contributions.

Still in this process, it is important to point out the work that will be developed in the Working Groups created with the purpose of reflecting in the regulatory alterations the real needs of the activity and of the Sports Societies. This department will be responsible for coordinating the work and meetings of the Legal Working Group in order to ensure the presentation, at the Annual Meetings, of useful conclusions for the promotion and growth of Professional Football in Portugal.

It should be noted, in this regard, that the proposals that the department prepares with the working group on regulations will be submitted to the Executive Board, which will take them to the consideration of the Board of the Liga Portugal, for subsequent submission to the vote of the associated Sports Societies, at the General Assembly.

4.3. Monitoring the activity of the commercial companies owned by Liga Portugal

The constitution of three singleperson companies wholly owned by Liga Portugal determines the extension of the functions of the Legal Department to the support services to the activity of Liga Centralização, Sociedade Unipessoal, Lda., Liga Comercial LPPO, Sociedade Unipessoal, Lda. and Liga Infraestruturas LIALP, Sociedade Unipessoal, Lda. including their incorporation and the practice of all registry and notarial acts necessary for their full operation, in addition to providing legal advice to the work developed by these companies.

4.4. Legal advice and participation in the legislative process

Systematic analysis of legislation in force and in preparation, on which it issues opinions and proposals for alterations (contributions) or amendments, with a view to ensuring the constant adaptation of legislation to professional competitions.

Monitoring, from a comparative law perspective, the regulatory evolution of other Leagues, namely in the context of the European Leagues, in order to ensure that Liga Portugal adapts its respective regulations and processes to the best practices of its counterparts.

The monitoring of partner entities of Liga Portugal, such as the Union of Professional Football Players, the National Association of Football Coaches, the Portuguese Football Federation and the Secretary of State for Youth and Sport, with which Liga Portugal maintains close ties and common themes throughout the sports season.

To this end, it designs and states the position of Liga Portugal, analysing documents and projects and providing proposals for contributions from Liga Portugal to the work of these entities.

4.5. Joint Arbitration Committee

O The Legal Department will be responsible for managing and providing administrative support to the members of the Joint Arbitration Committee (CAP), namely handling incoming and outgoing mail, preparing cases and notifying dispatches and decisions. This department will also be in charge of the organisation of the entire CAP archie.

4.6. Other projects

The Department manages projects for the protection of the intellectual property of Liga Portugal and the Sports Societies participating in its competitions, and for integrity in Professional Football.

With regard to the former, the relationship with the National Institute of Industrial Property and other entities will continue in order to ensure protection of the brands and trademarks of Liga Portugal and the activities and entities within its scope. As it will continue the occasional legal support and the internal or external request, the participation in meetings and out related to the phenomenon and the deepening of the procedures of articulation, including as regards participations, with the Public Prosecutor, the ASAE and the Criminal Police and other public and private, national and international organisations of the fight against piracy and counterfeiting.

On the other hand, the Unit of Integrity in Football will maintain its operation in close collaboration with the sports societies, the Secretary of State for Youth and Sport, the Portuguese Football Federation, the Union of Professional Football Players, the Portuguese Association of Football Referees, UEFA, FIFA and LaLiga, as well as with the Judiciary Police, the Public Prosecutor's Office, Santa Casa da Misericórdia, the bookmakers, Interpol and worldwide agencies.

The football integrity programme includes a set of actions aimed at combating possible acts of corruption for match fixing, with special emphasis on preventive actions with the professional

football squads, with priority for those of the sports societies promoted to Liga Portugal SABSEG.

contract registration

This area is responsible for all processes associated with the registration of sports employment contracts and registrations of the various Sports Professionals in the Professional Football sector in Portugal.

5.1. Registration of Players, Coaches and other Sports Agents' Contracts

Its primary function is to receive, analyse, and register employment contracts of players and coaches, any changes to their clauses - and their termination - temporary concessions and revocations of these, as well as the registration and licensing of these players, coaches, and other sports agents in professional competitions.

In the 2022/2023 sports season, and as in previous seasons, the main phases relating to the activity of registering contracts and registering players, which are closely monitored by this Department, will occur in the following periods:

• 1st Registration Period - July and August 2022;

• 2nd Registration Period - January 2023;

Besides the periods above-mentioned, there are also the following regulatory exceptions that also allow the request for registration and enrolment of:

• "unemployed players" - who can arrive until the last day of February 2023;

• Players replacing other players registered and included in the squad due to: death of a player, serious injury of a goalkeeper or his substitute, serious injury of a player at the service of his National Team - which may occur throughout the sports season;

• Academy players who have represented the club in the last two seasons are allowed to enrol throughout the sports season.

This way, the validations to be made will depend on the sending of the files by the Sports Societies, with all the documentation required by law, and

within the respective deadlines, files that are sent to the FPF for the purposes of final approval, and will also control the maximum limits of players to be enrolled in each squad, under the regulatory terms.

This department also registers notices from the FPF regarding transfers, definitive or on loan, of players to foreign clubs.

With regard to coaches and other sports agents, their registration and enrolment processes may take place throughout the entire sports season.

All registration and enrolment processes for players, coaches and other sports agents are carried out exclusively through the TRANSFER software platform.

It is also their responsibility, once the registration processes of the different sports agents have been approved, to issue the respective licence cards to be presented on match day.

5.2. Salary Compliance for Players and Managers

In the 2022-23 sports season, the monitoring of compliance with salaries paid to players and coaches by the Sports Societies participating in professional competitions, and which occurs, under the regulatory terms, at four moments throughout the sports season, will continue to be monitored by the Registration of Contracts Department, in conjunction with the Financial department.

It allows the assessment of whether the Sports Societies are complying with this requirement, as defined in the Regulations of the Competitions of Liga Portugal, under penalty of being

sanctioned under the terms of the Disciplinary Regulations of Liga Portugal.

5.3. Competitions Licensing Manual

Within this scope, the Contract Registration department will collaborate with the Finance department in the analysis of the documentation submitted by the Sports Societies, namely the documentation related to the absence of debts regarding salaries to players and coaches. Failure to comply will result in a penalty/sanction.

5.4. Protocol with the Foreigners and Borders Service (SEF)

Following what has been done in previous seasons, the area of Registration of Contracts under the protocol signed between the Foreigners and Borders Service, Liga Portugal, the Portuguese Football Federation and the Union of Professional Football Players, and defined procedure, and whenever a player participating in professional competitions needs a residence permit, will continue to assist the Sports Societies, in conjunction with the point of contact with the SEF, with the processes of regularisation and obtaining the respective residence permit for the player.

5.5. Protocol with the Association of Football Medicine (AMEF)

Considering the regulatory obligation of having a doctor on the bench in every game organised by Liga Portugal, in each sports season, and within the scope of the cooperation protocol established between

both entities, a list with the name of the doctors registered by each Sports Society participating in the professional competitions is shared with the AMEF.

5.6. Compensation List

Each year, Liga Portugal, in accordance with the provisions of its General Regulations, will draw up a list of players to whom the Clubs or Sports Societies have communicated their willingness to renew the sports employment contract, subject to the minimum conditions laid down in the aforementioned regulations, and have informed the League by June 11.

If the player signs a sports employment contract with another employer after the termination of the previous one, the former club or sports society shall be given the right to receive compensation for the amount established in the aforementioned list.

Until the 15th of June of each year, the referred list is prepared by the Registration of Contracts department and sent to the Union of Professional Football Players and the Portuguese Football Federation, with the knowledge of the Sports Societies participating in the Professional Competitions.

5.7. RANSFER Platform - Support to Sports Societies

DSince the 2018-19 season, all registration and enrolment processes for players, technical staffs, medical teams and other sports professionals are carried out exclusively through this platform, which is integrated into the technological ecosystem of Liga Portugal,

and whose main objective was to promote the modernisation of the entire process of registration and enrolment of employment contracts, of the different sports professionals in Liga Portugal, thus allowing to move from a physical process to an exclusively online and digital process, with full security.

With a view to continuous improvement of the platform, it is under constant monitoring so that we can identify new needs, and during the sports season, training sessions may also be held, under the initiative of Liga Portugal or at the request of the Sports Societies, for the presentation of new features, clarification of doubts, inputs and involvement of the various people responsible for the use of this tool.

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.

MARKETING

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.

6.1. Transversal Projects to the three Competitions

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.

6.2. Liga Portugal SABSEG Advertising Board

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.

6.3. Roadshows

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.

6.4. Liga Portugal Trainee Programme

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.

6.5. 360º Degree Initiative

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.

6.6. La Liga Promises

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.

6.7. Talent Legends Liga Portugal

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.

6.8. Liga Portugal Marketing and Promotional Materials

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.

6.9. 'O Ligas' Mascot

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”.

6.10. Other Events

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.

PROMOTION

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.

6.11. Reveal and Promotion of the Official Match Ball

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.

6.12. 2022-23 Season Kick-Off Campaign

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).

6.13. Matchday Campaign - Tribute to the 12th Player

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.

6.14. Christmas Campaigns

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.

6.15. Liga Portugal Store New Collection Campaign

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.

6.16. Events/Projects/Official Publications

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.

6.17. Advertising in Media

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.

6.18. Liga Portugal Platforms

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

6.19. Fundação do Futebol

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.

6.20. Influencers

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.

6.21. Stadium Attendance Campaigns

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.

6.22. Promotion of the Liga Portugal Store

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.

Internationalisation of the Liga Portugal brand

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.

6.24. Fair Play Initiative

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.

INTERNAL MARKETING

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.

6.25. Team Building

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.

6.26. Commemorative dates

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.

6.27. Christmas Parties

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.

6.28. End of the Season Ceremony

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.

Commercial and Sponsorship

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.

6.29. Governance Model of Sponsors and Partners

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.

6.30. Monitoring the Return of the Investment made by Sponsors and Partners

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.

6.31. Charm Campaigns with Sponsors and 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.

6.32. Consultancy to the Liga Portugal Sports SocietiesCommercial Area

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.

6.33.Commercial Activity and New Business

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.

BUSINESS DEVELOPMENT & INTERNATIONALISATION

The development, creation, and negotiation of new assets, products, and services, in order to increase the Liga Portugal supply for the generation of income, will be under the scope of the Business Development team, which will also lead to a strategy of adding value to football, fostering knowledge, and contributing to the growth of the Liga Portugal brand.

Additionally, the implementation of a well-structured internationalisation strategy is fundamental for the growth of national football, so Liga Portugal will continue to develop it in close collaboration with clubs, television operators and other stakeholders.

Liga Portugal will seek to promote the presence of foreign players representing the Liga Portugal bwin and Liga Portugal SABSEG clubs. The strategy involves a strong investment in the online domain where, among other initiatives, the creation of content in native languages is planned, in order to contribute to the creation of a fan base around the world that is closer to the Portuguese competitions.

6.34. Assisting international rights holders of the Liga Portugal competitions

The development and continued implementation of an active policy of proximity with the holders of international rights of the Liga Portugal competitions will again be a priority for 2022-23, with the aim of improving and increasing the reach of the Liga Portugal brand throughout the world.

Therefore, a close relationship with local broadcasters and local media will be fostered in key markets for Liga Portugal. Liga Portugal will provide tools, information and greater proximity with Sports Societies, always with the primary objective of improving the product.

6.35. Creation of customised content for each international market and implementation of a GLOBAL strategy

The digital environment is increasingly becoming a strategy or a set of communication strategies that promote continuous interaction with fans, Sports Societies and other agents. Thus, content will be produced and spread, aligned with Liga Portugal's global communication strategy, which will be adapted to target markets, with the aim of creating a closer digital relationship with certain regions.

6.36. Development of Strategic Alliances with International Leagues, Federations and Organisations

Continue to develop relationships with Leagues, Federations and increase the creation of formal relationships with different international stakeholders around the globe, to support Liga Portugal's penetration in different markets.

6.37. Promote the representation of Liga Portugal in international events

Promote the presence of Liga Portugal in international events around the world as exhibitors and visitors, in order to increase Liga Portugal's international awareness and develop relevant contacts and networking for the institution.

6.38. Partnerships with international press agencies

Develop partnerships with international press agencies to disseminate, across borders, messages, content and relevant milestones for Liga Portugal, Sports Societies and stakeholders.

CONTENT & MEDIA 7

STRATEGIC COMMUNICATION

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.

7.1. Content creation

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:

7.1.1. INSTITUTIONAL AND INFORMATIVE MONITORING

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.

7.1.2. COMMUNICATION AND PROMOTIONAL CONTENT

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.

7.1.3. LIGA-TE MAGAZINE

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.

7.1.4. LIGA-TE EM NÚMEROS MAGAZINE

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.

7.1.5. FINAL FOUR MATCHBOOK

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.

7.1.6. LIGA TV

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.

7.1.8. MEDIA KITS

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.

PLAN B

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.

7.1.7. MILESTONES AND E-LIGA STATS

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.

7.2. Public Relations

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:

7.2.1. FUTECOM

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.

7.2.2. MEETINGS WITH MEDIA AND OPINION MAKERS

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.

7.2.3. SPORTS SOCIETIES ROADSHOW

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.

7.2.4. OFFICIAL REPRESENTATIONS AT EVENTS, AWARD CEREMONIES, GALAS AND MATCHES

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.

7.3. Workshops/Training Seminars

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.

7.4. Daily Newsletter

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.

7.5. Accreditation Portal

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.

7.6. Liga's Strategic Committee

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.

7.7. Establish Partnerships with International Press

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.

7.8. Monitoring TV Viewerships

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.

MEDIA

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.

7.9. Media Management

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.

7.10. Content Creation for the Press

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.

AMBASSADORS

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.

7.11. Social Responsibility Actions

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.

7.12. Presence of Ambassadors at events

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.

7.13. Liga Portugal Ambassadors Induction Ceremony

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

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.

facebook instagram twitter youtube linkedin twitch tiktok

7.14. Application Architecture and Customer Management

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.

7.15. Digital Ecosystem

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.

7.16. Applications and Digital Content Management

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.

7.17. Creation of Digital Content

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.

7.18. Liga Portugal Website

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

7.19. Liga Portugal App

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.

7.20. Liga Portugal Bwin Fantasy

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.

7.21. Liga Portugal Social Media Channels

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

7.22. Official Stats

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.

7.23. Vsports partnership

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.

7.27. Liga Portugal Store - Develop Project for a New Online Store

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

- Liga

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

7.25. TV Infographs

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

7.26. Photographic Coverage of Professional Competitions

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.

ESPORTS

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:

7.28. eLiga Portugal

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.

7.29. eLigaPortugal Cup

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.

7.30. eLigaPortugal Super Cup

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.

7.31. Boosting the Twitch Channel

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.

7.32. eCopa Ibérica

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.

technology

This department is responsible for the integrated management of the Liga Portugal technological infrastructure and for assisting the organisation of its competitions.

With a special focus on conducting digital transformation, we build process optimisation solutions with a strategic vision and high performance and productivity rates, always aiming for performance and results of excellence.

The concept of innovation allied to the responsibility of maintaining an identity marked by transparency and credibility, are principles with which our team is guided to implement each project.

With the sustained growth of the entire structure of Liga Portugal, the management of the League's physical IT assets, the help desk/technical support, the support in collecting and managing databases, the support in managing mobile applications and the management of devices, are some of the subjects that will deserve special attention from this department.

8.1. Technological Evolution of IntraLiga

As a central management tool for all Liga Portugal information, IntraLiga has modules that allow confluence between the various Liga platforms. As in the previous year, we will continue to consolidate, modernise, and optimise all its processes, in order to ensure increasingly superior effectiveness in data management.

Following the public announcement by Microsoft, who will stop supporting some solutions that underpin our platform, a restructuring process was initiated that involves the migration and upgrade of the database version used, as well as the document storage solution. Aware of the urgency and sensitivity of this issue, we aim to provide a rapid response that guarantees compliance with all security and stability requirements, with the allocation of exclusive resources for all operations that will be carried out.

8.2. Consolidation and Maintenance of the e-Liga Platform

Positioned at the forefront of sports technology, e-Liga’s main objective was to facilitate the processing of information and eliminate, as much as possible, the occurrence of errors by dematerialising the documentation of professional football matches. Being an ecosystem supported by various platforms, with direct and harmonious connection to Intraliga, this structure is well consolidated and has been a key tool in the registration and secure transfer of data between the sports agents and the

repositories of Liga Portugal.

The technological evolution and the increase of features that boost and support the activity of these same sports professionals, has been a continuous concern of the technology department of Liga Portugal. A good example is the constant requests received by the Sports Societies that culminate in technical developments, contributing to the aforementioned growth.

However, and despite this constant functional progress, we are going to propose a profound reformulation of the whole application. With the successive increase in the android operating system versions and the ageing of the equipment used, we must anticipate the modernisation of our application in order to ensure that its compatibility is not compromised in this system and in future equipment.

Federation. The implementation of this connection between the two organisations will continue to be dedicated to data relating to registrations, match reports and discipline.

8.3.2. SAND V4 - SUPPORT SYSTEM TO THE DELEGATES NOMINATION

For the next season, the presence of trainee delegates is planned to be introduced for monitoring and training in a competition environment, as well as the provision of lists to support the management of nominations and the approach to the individual evaluation model.

8.3.3. CLUB PORTAL

For this portal, the following modules are planned to be developed:

• Financial Licensing Module: Currently in the functional testing phase, its development and subsequent implementation will continue.

8.3.4. TRANSFER

Our platform for managing the entire process of enrolment and registration of contracts is currently in a state of stable development, which will allow us to dedicate a period of time to developing new functionalities and improving the performance of some procedural flows. Some lists of data supporting this activity will also be made available.

8.3.5. ACCREDITATION SYSTEM

8.3. e-liga ecosystem

Consolidating the e-Liga will also be based on the continuous implementation and evolution of various components. The scale of these solutions and the functional range they will cover will have a notable impact on the digital process that has been developed.

8.3.1. DATA BRIDGE LIGA PORTUGAL-FPF

This project aims to implement the mechanism of the data bridge between Liga Portugal and the Portuguese Football

• Infrastructure Licensing Module: Last season we implemented this new module that dematerialised the entire licensing process in this area, allowing clubs to digitally register applications, insert and consult documentation, receive the results of inspections, etc. After the collection and analysis of the first year, the functionalities will be improved where necessary, based on the results of this first season of application.

• Media Accreditation Module: The management of Media accreditation requests currently has, in a centralised way, a channel that serves the whole communication process between Liga Portugal, the Clubs, the Media and the professionals in this area. We will continue its development process to make it more comprehensive and able to respond to all needs.

It is intended to continue the process of analysis and development of the accreditation platform, which started last season, and that will allow mechanising the access to main areas of stadiums, namely technical areas, with the inclusion of QR codes in the generated credentials.

8.3.6. NOFICIATION SYSTEM

Improvement and standardisation of the platform responsible for notifications via email and SMS.

8.4. Other Digital Projects

8.4.1. DATA MANAGEMENT

The assessment of data and its use in decision-making and in the strategic positioning of institutions is unavoidable. In this sense, we will act as a point of contact between external suppliers and the strategic planning department, supporting the projects that arise from these relationships.

8.4.2. CRM

It is the goal of the technology department to ensure that Liga Portugal's platforms are continually updated to meet the objectives, which arise during the season in the CRM/FRM area.

8.5. Various Activities to Support other Departments

It is the objective of the technology department to ensure that Liga Portugal's platforms are continually updated to meet evolving objectives, which arise during the season in the CRM/FRM area.

• Monitoring the utilisation process of the Infrastructure Portal, which besides the aforementioned will also include the technical data sheets of all the stadiums, in order to make them available on the delegate's tablet and in the security reports, thus optimising the reporting of irregular situations. Project in coordination with the Competitions Department;

• To install in all web-based platforms of Liga Portugal, institutional promotion and/or advertising spaces, with the possibility of defining quotas and measuring impressions and clicks.

This project will ensure that the Liga has the tools to actively promote its campaigns and/or negotiate digital counterparts with sponsors and partners;

• Maintenance and constant updating of the Liga Portugal websites;

• Maintenance of the Liga Portugal APP and the related platforms;

• Proceeding with the implementation of a CRM platform, and management of contact databases, target audiences and fans in the Liga Portugal ecosystem;

• Assistance and support to the Monitoring of the Competitions Licensing Manual;

• Monitoring of the implementation process of the media accreditation module in professional competition matches.

8.6. Quality Environment and Developement

Liga Portugal will continue the improvement of the already created Quality and Development Environment, by professionalising and increasing the availability of the solutions developed.

Minimising the risk of errors and constraints in accessing and maintaining existing platforms will continue to be the main goal of using this environment.

8.7. Digital Security

Information security, particularly in terms of data protection and classified information, is vital in the relationship between Liga Portugal, the Sports Societies and other parties involved.

Security in digital environments is a complex challenge. We can think of

different types and levels of security. In the age of information, data protection is a task set for everyone.

The digital revolution has significantly increased exposure to cyber risks. Not only can cyberattacks block access to confidential information, but they can also cause harm to organisations and their staff. This includes, for example, copyright infringements, disclosure of sensitive data and company assets, or even the requirements of the General Data Protection Regulation (GDPR) regarding data protection.

The challenge is significant, but Liga Portugal is committed to working on the construction of information platforms that raise awareness among all employees and stakeholders regarding the importance of following good digital security practices.

This department will implement, in the course of this season, an external "Security Operational Center" (SOC), which will allow it to respond in real-time to events of attempted cyber attacks and constantly monitor all activity with an alert system.

We will continue to analyse the vulnerabilities of internal and external platforms to avoid unauthorised access to them.

Also in order to protect Liga Portugal from potential security threats, the technology department will develop the following activities:

• Development of security mechanisms in all Liga Portugal platforms;

• Development of physical and logical barriers on Liga Portugal facilities;

• Ensure that Liga Portugal and its platforms comply with the ISO27001 norms;

• Technological support in the monitorisation of the GDPR.

As the last point, and because we believe that training is the basis for the safe use of digital tools, we will propose specialised training in cybersecurity for advanced users. These trainings will be aimed at the IT department staff of our Sport Societies, who will be able to develop skills and implement intervention plans in their structures.

9

INTEGRATED MANAGEMENT SYSTEM

The Department of Integrated Management System aims to ensure compliance with the regulatory requirements of Quality, Information Security and Anti-Corruption implemented and certified in Liga Portugal and Fundação do Futebol.

The organisation considers it fundamental to constantly update and improve the support processes for business activities in order to guarantee excellence, in accordance with the objectives defined in its Management Policies.

• Quality Management System Certification – NP EN 9001:2015

• Information Security Management System Certification - NP ISO/IEC 27001: 2013

• Anti-Corruption Management System Certification - NP ISO 37001:2018

9.1. Quality Management System Certification

The implementation of a quality management system aims to improve overall performance, enhance the ability to provide products and services that meet stakeholders' requirements and increase their satisfaction.

It is on this assumption that the Liga Portugal and the Fundação do Futebol define their guidelines, goals, indicators and action plans necessary to achieve the expected results, using management by processes for the development of their operational activities. The IMS streamlines, with the nine departments, the respective processes that identify the various activities carried out in the organisation.

In an increasingly dynamic and complex environment, continuously meeting the requirements is a challenge for organisations and it is with this objective in mind that we adopt various forms of continuous improvement.

9.2. Information Security Management System Certification

Information security, which aims to preserve the confidentiality, integrity and availability of relevant information, has been gaining increasing importance. This continues to be one of the most important guidelines for Liga Portugal and Fundação do Futebol in order to provide confidence to stakeholders that information security risks are managed appropriately.

This standard requires the organisation to comply with 114 controls, in accordance with the statement of applicability, which translates into a series of security policies

and procedures that this department constantly monitors.

The organisation will continue to promote good Information Security practices in the organisation's processes, with reference to the applicable standards and regulations.

9.3. Certification of the AntiCorruption Management System

The ISO 37001 standard, AntiCorruption Management System, specifies requirements and provides guidance for establishing, implementing, maintaining, reviewing and improving international good anti-corruption practices.

With the aim of ensuring transparency and preventing the occurrence of bribery in the organisation, last season Liga Portugal underwent a process of implementation of this standard that was successfully concluded, thus becoming the first sports organisation with this certification.

Given the recent approval of legislation that will require organisations to have an anti-corruption prevention plan, the maintenance and improvement of this System will continue to enhance transparency in sport in general and football in particular.

The Transparency Committee of Liga Portugal is responsible for the maintenance and management of the Anti-corruption Management System and proceeds with the organisation and support of the meetings of the Governance Body appointed to oversee this System.

9.4. GDPR - General Data Protection Regulation

Liga Portugal and the Fundação do Futebol are committed to respecting the best practices in the field of security and privacy of personal data, in accordance with the regulations in force.

In this sense, its professionals must guarantee the confidentiality, availability and integrity of the organisation's information and be aware of the importance of protecting their personal data, as well as that of their associates, collaborators, clients and partners.

This Department's mission, supported by the opinions and recommendations of the DPO, is to promote awareness of the importance of legal compliance with the General Data Protection Regulation.

9.5. SIGA – Sports Integrity Global

Alliance Assessment and framing of the SIGA Independent Rating and Verification System (SIRVS) in order to implement better governance in sport and football.

DADE ASSISTANCE

TO THE EXECUTIVE BOARD DEPARTMENT

This department provides direct support to the President, Executive Board and the Governing Bodies of Liga Portugal.

This department is responsible for organising, coordinating and executing all the actions inherent to the advisory, secretarial services and protocol of the Executive Board, as well as advising on the interconnection between the various Liga stakeholders, public and private entities.

This department manages the logistics related to meetings, acts of representation, visits, invitations, and others. It also ensures the correct implementation of protocol norms at events hosted by Liga Portugal, and supports the various organisational procedures.

10.1. Office Assistance and Document Management

This department, during the 2022-23 season, will manage and control the agenda and appointments of the President, the Board of Directors, the Executive Board and the Governing Bodies, also providing support to the General Assemblies, the Jurisdictional Council, among others.

It will also prepare, register, and promote the dissemination of dispatches, circular letters, communiqués, internal communications and other decisions of the President, the Executive Board and the General Meeting Board.

It will continue to assist in practical matters of work expedient, in the preparation of various documents, such as presentations, letters, internal and external communications and others. A document management platform will be implemented, with a view to improving the arrangement of the physical and digital archives of information.

This department will also be responsible for monitoring the administration of various meetings, including: 1) Liga Portugal Board Meetings, 2) Executive Board Meetings, 3) Open Week Meetings, 4) Liga Portugal Centralização Board of Directors Meetings, and also the meetings for the coordination of major events, such as the meetings of the Final Four and Thinking Football Summit. This service will be responsible for convening, managing and organising meetings by preparing the supporting documentation prior to the meetings, following up the meeting and preparing the respective minutes.

This department will also give its support to other meetings where the President and Executive Management participate, namely: Social Dialogue Commission, Board of Directors of the Fundação o Futebol, League Delegates to the General Assembly of the FPF, and others that require intervention by Liga Portugal. It is DADE's responsibility to follow up all communications received from the European Leagues and to expedite the entire procedure resulting from meetings and interventions in this area.

10.2. General Assemblies

DADE is responsible for the management and organisation of the General Meetings, collaborating with the Board of the General Meeting in all activities related to this event, namely: sending out notices of meeting, sending supporting documents, checking credentials, preparing the presentation and monitoring of the entire event. Between 3 and 5 general meetings are planned for the 2022-23 sports season.

10.3. Event Management Assistance and Protocol Monitoring

This department manages the Protocol in various events organised by Liga Portugal (sporting or institutional) and in representations made by the League.

It should be noted that the Protocol issues invitations, coordinates confirmations, prepares the seating and welcomes guests on the day of the event. The following events will be held throughout the season: Kick-Off,

Final Four, Annual Meetings, Presidents' Summit, Thinking Football Summit, Ambassadors' Induction Ceremony and Partner's Day, among others that may be implemented.

When it comes to events outside the organisation, this department manages the respective delegations.

10.4. Database Updates

The department is responsible for the management of all individual data that is communicated to Liga Portugal, through Form R, and that is destined to the normal operation of the activity. Regarding the event and guest management platform, it will continue to be permanently updated according to the changes made to our databases during the 2022-23 season. During this season it is expected that the databases of DADE will be continuously integrated and updated in the CRM platform.

7 MACRO SCHEDULE OF ACTIVITIES 2022-23

TRANSVERSAL PROJECTS AND ACTIVITIES

1. Kick-Off 2022-23

2. Liga Portugal bwin

3. Liga Portugal SABSEG

4. Allianz CUP

5. Playoff Liga Portugal

6. Working Groups and Annual Meetings

7. Presidents Summit

8. Match Center

9. Consultancy to Liga Portugal Sports Societies

1.1. Activity Planning and Budgetary Control

1.2. Administrative and Financial Monitoring

1.3. Liga Portugal SABSEG Infrastructure Fund

1.4. Competitions Licensing Manual

1.5. Totonegócio

1.6. Liga Portugal Infrastructure Management HUMAN RESOURCES

1.7. Worker Portal

1.8. Training Programme 2022-23

1.9. Management and Evaluation Performance System

2. STRATEGIC PLANNING AND MANAGEMENT CONTROL DEPARTMENT STRATEGIC AND MANAGEMENT CONTROL

2.1. Follow-up and Monitoring of the Strategic Plan 2019-2023

2.2. Board Meetings

2.3. Development and follow-up of new projects and new business areas

2.4. Monitoring of Incentives

2.5. Portuguese Professional Football Annual Report 2021-22 - 6th edition

2.6. Liga Portugal Barometer and Observatory DATA CENTER

2.7. Collecting and Processing Cross-Organisation Data

2.8. Data Collection and Processing for Statistical Publications

2.9. Development of a centralised internal data platform for Liga Portugal

3. COMPETITIONS DEPARTMENT

3.1. Match Scheduling and Sports Calendar

3.2. Preparation for the New Sports Season

3.3. Monitoring the sports season

3.3.1 Health Department

3.3.2 Security Department

3.4. Technical Inspection Committee (CTV)

3.5. Stadium Licensing

3.6. Regulatory Monitoring of Turf Conditions

3.7. Workshop with Liga 3 Sports Societies

3.8. Delegates Project

3.9. Refereeing and Video-Assistant Referees

3.10. Analysis of the Competitive Models

3.11. Infrastructure Module

3.12. Club Portal

4. LEGAL DEPARTMENT

4.1. Monitoring of Protocols, Contracts, and Legal Situations

4.2. Regulatory Amendments

4.3. Monitoring the activity of the commercial companies owned by Liga Portugal

4.4. Legal Monitoring and Participation in Legislative Amendments

4.5. Joint Arbitration Committee

4.6. Other projects

5. CONTRACT REGISTRATION DEPARTMENT

5.1. Registration of contracts of players, coaches and other sports professionals

5.2. Salary Compliance Monitoring for Players and Coaches

5.3. Competitions Licensing Manual

5.4. Protocol with the Foreigners and Borders Service (SEF)

5.5. Protocol with the Association of Football Doctors (AMEF)

5.6. Compensation List

5.7. TRANSFER Platform - Monitoring the needs of Sports Societies

6. MARKETING, COMMERCIAL & BUSINESS DEVELOPMENT DEPARTMENT

MARKETING AND EVENTS

6.1. Transversal Projects to the three Competitions

6.2. Liga Portugal SABSEG First Board

6.3. Roadshows

6.4. Liga Portugal Trainee Programme

6.5. 360º Season Campaign

6.6. La Liga Promises

6.7. Talent Legends Liga Portugal

6.8. Marketing

COMMERCIAL AND SPONSORS

6.29. Sponsors and Partners Governance Model

6.30. Monitoring the Return on Investment of Sponsors and Partners

6.31. Charm Initiatives with Sponsors and Partners

6.32. Consultancy to the Liga Portugal's Sports Societies - Commercial Scope

6.33. Commercial Activity and New Business

BUSINESS DEVELOPMENT & INTERNATIONALISATION

6.34. Supporting international rights holders of Liga Portugal competitions

6.35. Creation of personalised content for each international market and implementation of a GLOCAL strategy

6.36. Development of strategic alliances with Leagues, Federations and other international institutions

6.37. Promote the representation of Liga Portugal in international events

6.38. Partnerships with international communication agencies 7. CONTENT & MEDIA DEPARTMENT

8 PROPOSED OPERATING BUDGET 2022-23

8.1. INTRODUCTION | EXECUTIVE SUMMARY

Seemingly far away, given the tempestuous times that our Society has gone through, but without forgetting when we started - July 30, 2015 -, the moment the Board that is currently in charge took office - and which is in its second termof the Institution (2019-23 quadrennium), who found a completely catastrophic scenario, in a clear imminent economic and financial insolvency.

Focusing on all the difficulties and also on the goals planned for the path to follow, the work carried out to date has been made possible by an effective survey of problems and concerns, leading to financial restructuring, based on various pillars such as discipline and professionalism, always with the main objective of maintaining, obtaining and attracting new sponsors. This path has allowed a sustainable growth of the League's revenues, as has been seen in each management instrument.

The annually planned priorities were unequivocally executed with the utmost accuracy, never undermining the need for the sustained balance of the Liga Portugal in its various quadrants, but naturally, and foremost, in its financial aspectan essential pillar of stability in all organised structures.

Thus, the first four years of this Board were ones of thorough renovation and restructuring, counting, as could only be expected, on the collaboration, commitment and effort of all. Only in this way, and with a view to achieving common working methods, did it become a reality to cover all the negative retained results accumulated in the years prior to 2015, which amounted to five million euros.

Few anticipated this favourable outcome, but the meticulous and professional management that was urgently needed was achieved.

The effort made allowed for a quick and immediate learning process regarding the present and consequently the future. Raising the credibility of the Liga Portugal was never one of this Board's objectives.

On the eve of another Kick-Off, where the next season will formally start, and having this budget as a basis, a relevant management instrument, we stress that it is based on maintaining the principles of Credibility, Talent, Spectacle and Aggregation. Values to which are added the consolidation of the best international practices, based on planned and envisaged objectives and activities, with a focus on the various pillars/goals and positions of Liga Portugal.

In the financial year under review, the budget proposal is naturally balanced in the sense that it allows Liga Portugal to continue in the unequivocal need to obtain/execute its positive results. It should be remembered that since the 2015-2016 financial year, the operating results have always been positive, fully complying with the various targets/plans/ decisions recommended and approved at the various General Assemblies for the rendering of accounts of the organisation.

The Activity Plan under analysis highlights the continuity of the acknowledged excellent organisation of professional competitions, in full contribution and respect for the primordial economic sustainability of the Institution and of course of its Members.

Following the organisational work carried out in recent seasons by Liga

Portugal, new associated companies were formed, namely the Fundação do Futebol. During this season, the creation of new member companies was also approved, such as the Liga Portugal Talent Business Center, Liga Portugal Centralização, Liga Portugal Comercial and Liga Portugal Infraestruturas.

All these companies expect positive results, with the inevitable exception of Liga Portugal Centralização, for reasons intrinsically linked to future investment in this area. The results of the Fundação do Futebol, Liga Portugal Infraestruturas and Liga Portugal Talent Business Center will be integrated in the associative results, while Liga Portugal Centralização and Liga Portugal Comercial, due to the nature of their respective activities, will be reflected in the commercial results.

The expenditure of Liga Portugal will continue to be closely scrutinised, not only because of the numerous efficient internal control mechanisms introduced and improved over the years, but also because of the prudent investment in the structure, which must be organised, efficient, committed, professional, competent and adjusted to reality. This is the formula that will enable us to achieve the various objectives proposed, given the clear recognition of our Members and the football industry.

On the basis of maintaining the execution of the organised and professional work done by this Board, and solidifying the financial stability of the Institution, the budget for the 2022-23 season foresees total revenues of €23.5M and expenses of €22.4M. We anticipate another positive operating result of about €1.1M, which reflects our careful

management of costs and revenues. The graph below shows the evolution of income, expenses and respective operating results in recent years.

For the current season, the goals and concerns of Liga Portugal were enormous and of high complexity, given the clear need to maintain its organization of excellence of its competition, with all the factors that we are familiar with, as well as the various setbacks that we had to overcome as a result of the current global situation. More than ever, and in this financial year, we have seen that the work done in the past has been well traced and implemented based on unity and the relentless search for better and greater opportunities for the football industry.

Therefore, the budget we present for 2022-23 is, as previously mentioned, translated into a budget that reflects a natural evolution, consolidating the maturity and total financial stabilisation of Liga Portugal.

This Board will advocate for continuity, based on the management and operational discipline of previous seasons, while on the other hand investing and executing specific and relevant projects, providing professional and structural stability to the organisation and its competitions, in order to develop important strategic activities in a sustainable way.

Consolidating the maturity of the Liga Portugal is a key objective. There is also an urgent need to continue to create greater competitiveness, investment, new support tools and organisation, without forgetting the essential and inviolable need to maintain its positive results in a continuous and consistent manner.

Under this perspective, and despite the

Evolution of Liga Portugal's Income, Expenses and Operating Results (Figures in thousands of Euros; 2013-14 to 2022-23 seasons)

expenses in the budget being higher than the budgeted expenses in the homologous period, they are mainly due to a high distribution among the Sports Societies in what refers to the participation values in the Allianz CUP, also highlighting all expenses associated with the organisation of more games of the referred competition, as well as the value of the brand activations of the new sponsorships associated to the competitions.

The current period is, more than ever, one of constant challenges for Professional

Football, in the incessant search for more and better services, and for new business models and sources of funding. Liga Portugal will continue to be particularly attentive to new challenges and specific targets. This Board stresses once again that Portuguese Professional Football urgently needs support measures that are equal in relation to other sectors, issues that are awaiting immediate and important resolution.

Liga Portugal will do everything in its power to ensure that these goals are

achieved with the urgency that the needs dictate, in the near future. The current Board will not detract from its vision, planning and focus, so carefully outlined in the pursuit of the execution of its goals.

The financing structure of Liga Portugal is divided into income, expenses and distribution of funds to the Sports Societies. In a simple and schematic way, Liga Portugal presents the following Funding Model.

2. Operation of the Professional Competitions

1) Naming Sponsors

2) Sponsors

3) Official Partners

4) TV Share

5) Tickets and Hospitality

6) Other Income

2. Associative and from LP

1) Registrations and Transfers

2) Fines and Protests

3) Associative Shares

4) B-Teams Shares

5) Sports Betting

6) Official Products

7) Other Income

Financing Model

EXPENSES

1. Organisations and Entities

2. Events and Official Products

3. Structure and Services

DISTRIBUTION TO THE CLUBS

1. Direct Distribution

1) League Cup Prizes

2) Commercial Rights

3) B-Teams Shares

4) Sports Betting

5) Solidarity mechanisms for relegated teams

6) Stadium Surveillance System

2. Indirect Distribution (incurred costs)

1) Anti-Doping Control

2) Match Balls

3) Kit Distribution

4) Referees

5) Observers

6) Delegates

7) AG Fund Dec 17

The proposed operating budget, as in previous seasons, is available at the end of this section, in a comprehensive and detailed manner. Taking into account the provision of information in its entirety, the following chapters will briefly analyse the various estimates of both income and expenses and, naturally, the respective results.

Thus, and based on the last four seasons, for the 2022-23 season, the following funding structure is envisaged:

8.2. INCOME

The income of Liga Portugal is subdivided into income from the commercialisation of professional competitions and associative income, and Liga Portugal.

Income from the professional competitions, formerly known as commercial income, refers to all activity from Liga Portugal outlined by the Sports Societies, and includes all income related to the organisation and

Evolution of the Liga Portugal Income (Figures

practice of Professional Football and its competitions. The associative and Liga Portugal incomes refer to all the revenues derived from the statutes, which purpose is to contribute to the Liga Portugal running costs, as well as the income from new revenue drivers, such as consulting, official products sales, training, development of studies and information reports, among others. Compared to previous seasons, both associative and commercial incomes from

the professional competitions remain consistent.

Compared with previous seasons, there has been a line of continuity, both in associative income and income from the operation of professional competitions. However, it is important to mention that for the next season we foresee an increase in income from the exploration of professional competitions of approximately 16%, substantially derived from the obtainment of new

sponsorships, which will make it possible to give more notoriety to professional competitions. With regard to associative and Liga Portugal income, as a result of some projects being transferred to the new member companies of Liga Portugal, an increase of around 0.4% is expected.

in thousands of Euros; 2013-14 to 2022-23 seasons)

Liga Portugal and associative income

Income from the operation of professional competitions

8.2.1. Associative and Liga Portugal Income

The estimated associative and Liga Portugal for the next season is around €6.1M, representing 26% of the total income. Thus, the most relevant items correspond to enrolments and transfers and fines and protests, representing about 60% of the income of this nature.

On the other hand, revenues from sports betting (Placard and Online Betting) are also important in the structure of this income. Given the preponderance and the current relevant trend, it is expected that, for the next sports season, they will reach 35% of the associative and Liga Portugal income.

Thus, for the 2022-23 sports season, the following distribution of the associative and Liga Portugal income is estimated:

8.2.2. Operating Income from the Professional Competitions

Revenues derived from the operating income of the professional competitions naturally play an important role in the structure of the total income of Liga Portugal, with a significant weight of 76% for the season under review Therefore, it is expected an income of this nature of around €17M.

With the naming sponsor for the Liga Portugal 1, BWIN, being maintained, and the renegotiation for the naming sponsor of the Liga Portugal 2, SABSEG, as well as the renegotiation, in the season under analysis, of some of the existing contracts, it is expected an increase in the value of sponsorships derived from the exploration of professional competitions. For this sports season, the following distribution of income from the exploration of professional competitions is foreseen:

Regarding online betting, it should be noted that this revenue derives directly from the Special Tax on Online Gambling (IEJO), so in the future discussion and approval of the State Budget for the year 2023, similarly to the change made in the State Budget for 2020, there may eventually be changes in the calculation of this tax, which naturally we cannot predict its impact on the budget of Liga Portugal.

Compared to the predicted execution of the previous season, and despite the cautious budgeting of most of this revenue, an increase in income of around 10% is foreseen. However, due to their nature, their execution can be highly changeable. This item also includes all direct and indirect costs borne by the Liga Portugal associates.

8.3. DISTRIBUTION TO THE SPORTS SOCIETIES

The distribution is carried out by Liga Portugal either directly, through the distribution of funds to the Sports Societies, or indirectly, by bearing the costs inherent in the organisation of the competitions. As can be seen through the analysis of the graph below, this item has had a positive evolution over time, with the exception of the 2020-21 season, which due to the reduction of the competition framework, also led to a smaller distribution of funds to Sports Societies. For the 2022-23 season, an increase of around 9% is forecast in relation to the predicted execution for the current season, thus reaching the amount of €9M.

Evolution of the Distribution of Funds to Sports Societies (Figures in thousands of Euros; 2013-14 to 2022-23 seasons)

8.3.1. Direct Distribution

As far as direct distribution is concerned, it is estimated that for 2022-23 a total prize money of €2,3M in the Allianz CUP compared to the €2,1M distributed in 2021-222. This increase comes from the renegotiation of the sponsorship contract inherent to the competition.

With regard to B-Team shares - to be distributed equally among the teams participating in the Liga Portugal 2, and with the amounts to be settled for each B Team provided in the respective regulations -, it is planned to maintain this item for this sports season, since two B Teams will continue in this competition in 2022-23.

On the other hand, and as has been the case since 2018-19, with the change in the concept of TV quotas approved by the Sports Societies, a solidarity mechanism was created in the amount of €300,000, to directly support the Sports Societies that

were relegated to the Liga Portugal 2. On the other hand, although regarded as an indirect distribution in this document, an amount of €550,000 is set aside as a fund to deal with any unforeseen circumstances that may arise.

The expenses with surveillance in the stadiums of the Sports Societies participating in the Liga Portugal 2 represent, as already occurred in the previous season, a direct contribution to the Sports Societies.

Thus, and in what concerns the direct distribution, apart from the revenues related to sports betting, where Liga Portugal simply intermediates the operation, it will have the following structure in the 2022-23 season:

8.3.2. Indirect Distribution

The indirect distribution includes all the expenses incurred by Liga Portugal inherent to the organisation of its professional competitions. In this sense, Liga Portugal envisages to continue supporting Sports Societies in general, in relation to the expenses inherent to the anti-doping control operations, within the scope of professional competitions, and also expenses regarding the acquisition of match balls.

As mentioned above, and as has already been the case since 2018- 19,

with the change in the concept of TV shares approved by the Sports Societies themselves, the creation of a fund was approved to deal with any unforeseen circumstances that may arise, to the amount of €550k.

The expenses incurred with referees, observers and delegates represent the greatest relevance in this item, totalling about 78% of the budget under analysis. For the 2022-23 sports season, the following distribution is therefore expected:

8.4. EXPENSES

As a result of a constant focus on new projects and new revenue drivers, and fundamentally in the permanent search for improvement in the organisation of competitions and the provision of services of excellence to the associated Sports Societies, it is expected an increase in expenses for the next sports season of around 12%. This increase results, above all, from Liga Portugal's continued focus on internationalisation and the organisation of new events that continue to enhance the relevance, excellence and notoriety of the Institution.

The expenses budget of the Liga Portugal for the 2022-23 season presents the following distribution:

Depreciation and Amortisation

1%

Other Operating Expenses

3%

Organisation and Entities

7%

Events

15%

Structure and Services

70%

8.4.1. ORGANISATIONS AND ENTITIES

All the protocols and agreements in force during the current season are maintained for the 2022-23 season, with a view to increasing involvement among all organisations involved in professional football. The entity with the most significant figures in this section is the Portuguese Football Federation, representing about 64% of the total item. Thus, for the next sports season, the following distribution to be shared out between the various bodies and entities is foreseen:

8.4.2. EVENTS

The events organised by Liga Portugal are becoming more and more notorious and media-oriented, so with the essential objective of increasing income for Sports Societies and sponsors, the organisation of these events requires increasing involvement and investment by the organisation. The Final Four of the League Cup is the competition with the greatest expression and financial impact, representing about 29% of this item.

The remaining events include, among others, the KickOff of the professional competitions, the Annual Meetings, the trophy award ceremonies of the two competitions and also the bet on the increasingly popular eSports competition.

8.4.3. STRUCTURE AND SERVICES

The consolidation of the structure and services of Liga Portugal has always been an objective that the current Board has placed as a priority in its various activity plans. The plan under analysis could not be any other way, highlighting the continued investment in the specialisation of its resources in order to make the process of development and modernisation of its services even more robust and efficient. A highly cohesive and competent team is an asset that all organisations aim to achieve.

The focus on projects of a technological nature and directly linked to the organisation of competitions is the essential focus of this management instrument with the main objective of increasing competitiveness and the capacity to enhance the same.

Therefore, for the next sports season, Liga Portugal, as well as all the services envisaged in accordance with the activity plan presented, foresees the following distribution of expenses:

8.5. OPERATING RESULT AND FINAL COMMENTS

The result expected for the 2022-23 sports season amounts to €1.1M, thus reflecting a clear maturity and stability and a continued commitment to the services provided by the Liga Portugal. The satisfaction of our members will continue to be a clear priority.

This evolution, based on the last sports seasons, is further detailed in the following chart:

The budget proposal presented is balanced and gives continuity to the path of positive results obtained by Liga Portugal.

The most prominent factors in this budget proposal are:

• An increase in income of 11% compared to the predicted execution for the current sports season, essentially due to new commercial agreements/ contracts being signed.

• Increase in fund distribution to Sports Societies by 11%;

• An increase of around 12% in expenses, related to the investment in

the organisation of new events, seeking to maintain the excellence of our product, thus enabling a greater return and future investment.

The budget under analysis is marked by the ongoing consolidation of the strong and credible Liga Portugal brand and by the excellence of organisation of its professional competitions. The impact of their visibility and exposure is a pillar in the satisfaction of Liga Portugal's associates, hence the clear commitment to support them in the technological aspect of the Organisation's structure.

Always attentive to the changes

and challenges that the sector is and will continue to go through, the current moment is one of persistence, attention, equality, thoroughness and professionalism for Professional Football.

The Liga Portugal Board will continue to carry out its work based on a high level of monitoring and professionalism to the new challenges and specific targets. Portuguese Professional Football must continue to position itself at the forefront in all aspects of improvement and growth of its industry.

It is therefore considered that this

budget shall be approved so that the services of Liga Portugal can fully implement it during the 2022-23 season.

8.6. SUMMARY MAP OF THE OPERATING BUDGET

8.7. OPERATING BUDGET BY COMPETITION

LIGA PORTUGAL BWIN ANNUAL RESULTS

LIGA PORTUGAL SABSEG ANNUAL RESULTS

Allianz CUP ANNUAL RESULTS

9 PROPOSED TREASURY BUDGET 2022-23

With the last sports seasons dedicated to the financial restructuring of the Liga, with strict compliance with all the agreements and payment plans established with the various partners, and with treasury management that was always thoughtful and careful, it was possible to meet all the commitments,

Flow of Operational Activities

generate liquidity for the Liga's current activity, with the Liga entering a clear path of positive treasury results.

Cash flows, in operational terms, show the following evolution over the last few seasons:

(Figures in thousands of Euros; 2015-16 to 2022-23 seasons)

Regarding the flows of investment activities, in the 2021-22 season, and considering the start of the construction of the new headquarters building of Liga Portugal, approved by the General Assembly in September 2020, and with the start of the investment scheduled for the next season, the funding associated with this large and remarkable project was also considered.

Flow of Investment Activities

(Figures in thousands of Euros; 2015-16 to 2022-23 seasons)

The execution of a project of this scale will lead to the thorough continuation of careful management of our finances, as future commitments will be challenging and stringent, but certainly with a great return for the business, with future economic and financial benefits for Liga Portugal and its Associates.

Thus, with greater impact in the coming sports season, the following evolution of investment flows is expected:

Flow of Financing Activities

(Figures

in thousands of Euros; 2015-16 to 2022-23 seasons)

For the 2022-23 season, Liga Portugal's cash flow budget resulting from the activity plan presented here shows an increase in revenues of 12% and in payments of 9%. Thus, for the 2021-22 season, it is expected that Liga Portugal will achieve a net cash flow result for the period of €185 982 with a clear perspective of maturity and financial stability, and with the capacity to implement all the projects it proposes.

STATUTES AND REGULATIONS

The Statutes of Liga Portugal and its Regulations are available for consultation in full on the Liga Portugal website:

www.ligaportugal.pt

• Statutes of Liga Portugal;

• General Regulations;

• Competitions Regulations;

• Refereeing Regulations;

• Disciplinary Regulations.

CONTACTS

Liga Portugal services are available on weekdays from 9 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

A: Torre Monsanto -Rua Afonso Praça, nº 30, Piso 10 Miraflores, 1495-061 Algés

POINTS OF CONTACT GENERAL geral@ligaportugal.pt

FINANCE DEPARTMENT financeiro@ligaportugal.pt recursos.humanos@ligaportugal.pt

COMPETITIONS DEPARTMENT competicoes@ligaportugal.pt

LEGAL AND CONTRACT REGISTRATION DEPARTMENT juridico@ligaportugal.pt registo.contratos@ligaportugal.pt

MARKETING, COMMERCIAL & BUSINESS DEVELOPMENT DEPARTMENT marketing@ligaportugal.pt

CONTENT & MEDIA DEPARTMENT comunicacao@ligaportugal.pt

TECHNOLOGY DEPARTMENT tecnologia@ligaportugal.pt

DADE AND PROTOCOL dade@ligaportugal.pt protocolo@ligaportugal.pt