Activity Plan and Budget 2021-22 by Liga Portugal

ACTIVITY PLAN AND BUDGET 2021-22

PARCEIRO INSTITUCIONAL:

INDEX PAGE 3

1. MESSAGE FROM THE PRESIDENT PAGE 5

2. STRATEGIC POSITIONING PAGE 17

3. ACTIVITY PLAN AND BUDGET 2021-22 PAGE 35

4. PROPOSED OPERATING BUDGET 2021-22 PAGE 41

5. MACRO ACTIVITIES SCHEDULE 2021-22

MESSAGE fROM THe pRESIDENT The Fundação do Futebol - Liga Portugal was founded three years ago, on July 18th, a day that this year will be celebrated in the best way possible in terms of Social Responsibility, with a charity match between a team that includes the Liga Ambassadors and other celebrities who will represent the Fundação, and another team playing for UNICEF, in favour of the children in need. We like to embrace projects like these. But more than liking, we have the obligation to put Football at the service of Society. This is what we have been gradually doing and today, looking back at 2018, we can be proud of what we have created, not only for the outside world, but also in the relationship with our Sports Societies, which are increasingly becoming more socially aware and active. For the 2021-22 season, we will carry on with our previous objectives and continue to work on our five major causes: Social Inclusion, Environmental Sustainability, Major Humanitarian Causes, Protection of Social Values, and Science and Technology at the Service of Football. These are values that we do not put aside, but there is one that has been actively pursued so that it can be implemented in Portuguese Football. We are closer to achieving our great goal: one club, one sports society, one Foundation!

Our goal is to encourage all clubs to create a Social Foundation that takes an increasingly active role in supporting its community and supporters. This work is extremely important, and we will do everything we can to support, build and strengthen this close Social Responsibility ties. We are on the right path and will continue to do so. The environment and its sustainability are also some of our major concerns and, together with the Sports Societies, we are increasingly betting on recycling, which will eventually help preserve a world that is our home and leave it in the best conditions possible for future generations. Football is not shirking its responsibilities. On the contrary! Together, we want to contribute and fight for a fairer society!

strategic positIoning

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2.1 FUNDAÇÃO DO FUTEBOL - LIGA PORTUGAL’S OBJECTIVE IT IS INTENDED THAT THE FUNDAÇÃO DO FUTEBOL - LIGA PORTUGAL:

Uses the notoriety of football, of their participants and the professional competitions on behalf of Social Responsibility and to promote Environmental Sustainability;

Promotes actions carried out directly or in partnership with other entities, with identical purposes and, in particular, with football-related organisations.

The purpose of Fundacão do Futebol - Liga Portugal will be achieved through actions, initiatives and projects that aim to better social inclusion, attach ourselves with major humanitarian causes, enhance the preservation of values, foster science and technology for football and promote Environmental Sustainability.

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Develops activities with the Sports Societies in an aggregating manner;

2.2 MISSION, VISION AND VALUES

2.3 POSITIONING

2.2.1 MISSION

Given that the Fundação do Futebol - Liga Portugal appears, along with the Sports Societies, as an unifying entity, it will position itself in the market through the notoriety of Football, of its players and of professional competitions, in favour of Social Responsibility and Environmental Sustainability, establishing partnerships with entities that aim at identical purposes. The strategic priority will be to increase the value of the Football industry through the promotion of the principles of the Fundação do Futebol - Liga Portugal, involving the Sports Societies, stakeholders and institutions/entities related to Professional Football. For the 2021-22 season, in order to consolidate the positioning and purpose of the Fundação do Futebol - Liga Portugal brand, networking activities will be carried out with the main goal of promoting the work developed, and fundraising to be used in the implementation of our projects. The Fundação do Futebol - Liga Portugal has the clear objective of establishing its activities in partnerships with leading entities in the area of social responsibility, both national and international, reinforcing its position and consolidating our projects. Therefore, we will maintain our partnership with Santa Casa da Misericórdia de Lisboa, as our institutional partner, the main entity that provides social aid to young people and senior citizens in the educational, cultural and health areas; and with the Food Bank (Rede de Emergência Alimentar), a benchmark institution in the fight against hunger and poverty. This season, we clearly intend to strengthen our partnership with UNICEF, an international reference entity whose mission is to protect and promote children’s rights and create sustainable conditions for their development.

Fundação do Futebol – Liga Portugal acts as an aggregating element, using the notoriety of football, of their participants and the professional competitions on behalf of Social Responsibility and Environmental Sustainability, promoting campaigns, actions and projects on its own or in partnership with third parties, for a positive and tolerant football and a more inclusive and equal society.

2.2.2 VISION

Fundação do Futebol – Liga Portugal intends to become one of the main national and international entities in regards to business Social Responsibility and professional football. This vision will be achieved by developing actions that add value to the Civil Society, through the values of football.

2.2.3 VALUES Tolerance

Enrich this value, fostering a more tolerant society through Football’s communicating ability.

Aggregation

Through the aggregation of all Fundação do Futebol - Liga Portugal stakeholders.

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Respect

Foster the dissemination of respect, for an increasingly positive Football.

Education

Increase the levels of Education and competences in the industry.

Commitment

Use the power of football on behalf of society with the commitment of all the involved parties.

2.4 STRATEGIC OBJECTIVES THE MAIN STRATEGIC GOALS OF FUNDAÇÃO DO FUTEBOL - LIGA PORTUGAL WILL BE: Promote the essence of Fundação do Futebol – Liga Portugal, consolidating the positioning of its operations and establish partnerships with model companies in the social and environmental scope; Promote the joint and responsible participation of Sports Societies, stakeholders and general public; Contribute to the dissemination of Fundação do Futebol –Liga Portugal’s values, both in Sports and, particularly, in Football; Promote awareness for Social Responsibility and Environmental Sustainability in Professional Football through the adding of value for the various agents and Sports Societies;

2.5 TARGET AUDIENCE Fundação do Futebol - Liga Portugal will aim its intervention for all of Liga Portugal’s stakeholders, non-profit entities, social responsibility projects or initiatives that support major humanitarian causes, various social groups (including children, youths, families, elderly people, people with disabilities or disadvantages in regards to the Society in which they are included), given that they are involved in the targeted areas of operation.

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Promote the image of Liga Portugal and the Sports Societies, as active parties in the areas of social and environmental intervention in the eyes of their stakeholders, both nationally and internationally.

2.6 MANAGEMENT MODEL

ORGANISATIONAL CHART

The Governing model ensures the fulfilment of the strategic goals, relying on an integrated management system and policy . These act as an assurance that the financial, human and patrimonial resources are used in an efficient manner.

Board of Directors

Led by the Chief Executive, the Board must meet once a month in order to follow up the Strategic Plan laid out in the beginning of each sports season, evaluate the results of its implementation and propose corrective actions, when needed. Fundação do Futebol – Liga Portugal’s Executive Board consists of the following members:

BOARD OF DIRECTORS

President: Mr. Pedro Proença de Oliveira Alves Garcia Vice-President: Mr. Fernando Mário Garcez Borges da Costa Board Member: Mr. Alberto Fernando da Silva Santos Fiscal Council Fundação do Futebol – Liga Portugal’s Fiscal Council consists of the following members:

COORDINATION

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President: Mrs. Ana Raquel Borges Louro Esperança Sismeiro Board Member: Mr. José Carlos de Carvalho Velez Board Member: Mr. Rodrigo de Melo Neiva Santos Coordination The coordination will be the link between the Executive Board, the technical staff assigned for each project/developed action and the various entities with which the Fundação will maintain a strategic bond. Technical Staff Technical operational and multidisciplinary staff assigned in compliance with the Strategic Plan set in the beginning of each season.

SOCIAL RESPONSIBILITY FINANCIAL LEGAL MARKETING AND COMMERCIAL CONTENT AND MEDIA DADE

2.7 ESSENCE OF THE FUNDAÇÃO DO FUTEBOL – LIGA PORTUGAL 2.7.1 AREAS OF OPERATION

1. SOCIAL INCLUSION

2. ENVIRONMENTAL SUSTAINABILITY

4. PRESERVATION OF SOCIAL VALUES

5. SCIENCE AND TECHNOLOGY AT THE SERVICE OF FOOTBALL

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3. MAJOR HUMANITARIAN CAUSES

2.7.2 INTERVENTION METHODOLOGY

The actions will be taken in compliance with the five areas of operation oriented to several target audiences. The Fundação will be able to undertake the activities autonomously or in collaboration with public or private charitable, sports, educational and cultural entities, with national or international nature. Fundação do Futebol – Liga Portugal intends to favour partnerships with its Sports Societies and/ or other entities that guide their work for the same goals. The actions to be developed will have an aggregative aspect for Sports Societies, boosting the competitions instead of a particular club. In this sense, there will be a possibility for agreements and protocols with entities that aim for the same, or similar, goals to be established.

2.7.3 SUSTAINABLE DEVELOPMENT GOALS – UN 2030 AGENDA

According to the Business Council for Sustainable Development, the Sustainable Development Goals (SDG) and the 2030 Agenda, adopted by almost every country in the world, in the context of the United Nations, define the priorities and aspirations of the global sustainable development for 2030 and look to mobilise global efforts around a set of common goals. In total, there are 17 SDGs, in areas that have an impact in the quality of life of all the citizens of the world.

no POVERTY

zero HUNGER

good HEALTH and well-being

affordable and clean energy

DECENT WORK AND ECONOMIC GROWTH

INDUSTRY, INNOVATION AND INFRASTRUCTURES

REDUCE INEQUALITY

CLIMATE ACTION

life below water

life on lnad

PEACE, JUSTICE AND strong INSTITUTIONS

QUALITY EDUCATION

GENDER EQUALITY

CLEAN WATER AND SANITATION

SUSTAINABLE CITIES AND COMMUNITIES

responsible CONSUMPTION AND PRODUCTION

The strategic cooperation may include the following initiatives/actions: Support the initiatives and projects in the drafting or development stages developed by those same entities; Involvement of those entities in the activities of the Fundação;

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Implementation of training courses in the Corporate Social Responsibility area; Guidance/consultancy in the organisation of the Corporate Social Responsibility areas.

PARTNERSHIPS for THESE GOALS

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The SDGs require action taking from the governments, businesses and the civil society from all over the world in order to eradicate poverty and create a decent life and opportunities for everyone, within the planet’s capabilities. For the businesses, particularly, the SDGs are an opportunity to create and implement solutions and technologies that can solve the major world challenges, helping to interconnect business strategies and world priorities. In 2015, 17 Sustainable Development Goals were created and ended in a global model to be approached worldwide: end poverty, promote prosperity and well-being of everyone, protect the environment and fight climate change. The business sector has a crucial and essential role in the management of these needs, particularly in the communities where they are included. Fundação do Futebol – Liga Portugal identifies itself with the safeguarding of the goals included in the 2030 Agenda, and believes that by asserting its own social role it will be able to contribute to achieve the international and national goals. In this way, a commitment is made for all the implemented actions and strategies to be part of this global unification. As such, all of the mentioned projects presented in the action plan will be based in various SDGs and will be a way to promote and disseminate the 2030 Agenda. This is a joint global mission, and, surely, Portuguese Professional Football will do its part.

2.8. PROMOTION AND COMMUNICATION 2.8.1 STRATEGIC OBJECTIVES

Fundação do Futebol – Liga Portugal adopts a policy of transparency in regards to the media in the defence and promotion of its own goals and activities.

FACEBOOK

@ SITE

20.000

3.000

30.000

NO. FOLLOWERS

PAGE VIEWS GOAL

1.400.000 REACH

The monitoring of the strategy will be performed during the sports season assisted by tools like: Dashboard and other monitoring/evaluation metrics for all of the digital activity;

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Operational alignment with the rest of the functional areas of Liga Portugal.

2.8.2 COMMUNICATION PLAN - 2021-22 SEASON

As a starting point, knowing the consumer is essential for the development of more effective and assertive communication campaigns. In 2020-21, we intend that the contents of each platform are segmented, promoting the adding of value more adjusted to the target audience profile. We will develop a promotion plan for the campaigns carried out by Fundação do Futebol – Liga Portugal with the purpose of broadening its initiatives of Social Responsibility and diversifying the target range. The broadening of actions will have as goals: promoting the social responsible nature of Liga Portugal and positioning Fundação do Futebol – Liga Portugal as another important party in the social responsibility area.

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ACTIVITY PLAN 2021-22

3.1 CENTRALISED PROJECTS The Fundação do Futebol - Liga Portugal remains as an active part of the initiatives under the Liga Portugal brand, being associated with projects centred thereon. The Final Four of the Allianz CUP, being a mediatic and impacting event, entirely organised by Liga Portugal, will be an event with several Social Responsibility actions and that the Fundação do Futebol - Liga Portugal will call upon.

3.1.1 FINAL FOUR OF THE ALLIANZ CUP Project Description:

Integrated in the strategic plan of the Final Four of the Allianz CUP, the Fundação do Futebol - Liga Portugal has the role of developing a Social Responsibility and Environmental Sustainability program. It will be responsible for organising activities of a social nature aimed at promoting values and obtaining funds to revert to local institutions, in order to meet their needs. These activities will be developed with the local communities where the event takes place, allowing a perfect symbiosis between the world of Football and Social Responsibility.

Objectives:

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Promote active participation in social initiatives; Contribute to the dissemination of the beneficial values of sport; Integrate the Sports Societies and their Ambassadors in the activities of the Final Four; Spread awareness of Social Responsibility and environmental sustainability.

Return to the community:

Ensure that the host city, and consequently its community, can experience the activities that are developed. Allow the support and involvement of Professional Football in the common good.

3.1.2 SUBPROJECTS OF THE ALLIANZ CUP’S FINAL FOUR 3.1.2.1 OFFCIAL MATCH BALL OF THE COMPETITION Project Description:

Using the notoriety of the competition and the symbolism that a football carries, we will use it as a way of raising awareness in representation of a cause and/or institution to which we want to give visibility, amplifying its message to a broad, complex and multidimensional audience.

Objectives:

Use the notoriety of Football to raise public awareness regarding Social Responsibility; Increase awareness messages for great social causes; Integration in the Social Responsibility programme; Support institutions and great social causes in the pursuit of their projects.

Return to the community:

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The Competition Match Ball project will enter its second year of implementation. Next season will be marked by a new opportunity to actively participate in the final match of the Allianz CUP, a unique occasion to experience the emotion of the competition.

3.1.2.2 FAN RUN Project Description:

The Fan Run will hold its 6th edition this season. It is already a reference event in the Final Four of the Allianz CUP, with a compromise with Social Responsibility since its first edition. An event marked by its social nature, in which part of the value of the inscriptions is donated to a Social Solidarity institution of the host city. The Fundação do Futebol - Liga Portugal aims for the Fan Run to have a strong aggregating capacity, bringing together supporters and fans of the various teams, in a convivial and interactive environment, contributing to raising fair-play among supporters by uniting them around the same sports culture.

Objectives:

Promoting the aggregation of supporters of different teams, encouraging the promotion and appreciation of a sporting lifestyle; Supporting Local Charitable Institutions; Contributing to disseminate the beneficial values of sporting activities; Promoting awareness-raising for Social Responsibility.

Return to the community:

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The involvement of all stakeholders who have the responsibility of promoting the host city, highlighting the values upheld by the Fundação do Futebol - Liga Portugal in its mission to contribute to a more inclusive and equitable society.

The Fan Music will launch the Final Four of the Allianz CUP with a charitable concert. A line-up which aims to mark the beginning of a unique week. The Football Celebration will start with music for all fans. Besides being just another show, the Fan Music will be the live stage for the social nature of Liga Portugal that, through the Fundação do Futebol, will donate a percentage of the tickets’ value to a local Charity Institution of the host city.

Objectives:

Promote outside-football leisure activities, reaching different target audiences; Support local Social Solidarity Institutions; Raise awareness in the community for the importance of Social Responsibility

Return to the community:

The host city of the Allianz CUP Final Four week will have an immediate return in its community. Projects like Fan Music will bring mediatism and an endorsement of a major local cause to the city.

3.1.2.4 FREESTYLE NATIONAL TOURNAMENT Project Description:

The National Freestyle Tournament, held by the Fundação do Futebol, will be solidarity-based, allowing the athletes to show their skills, style and creativity of their movements, while supporting a major cause through their participation. A competition integrated in the Allianz CUP Final Four week, with the crowning of a national champion, which will also serve as a direct qualification to the Red Bull Street Style world championship. The Fundação do Futebol is associated with this competition, allowing it to grow by integrating the Football community in the street style community. The organisation of this tournament will depend on the signing of partnerships/sponsorships.

Objectives:

Return to the community:

Bring another important project to the host city with an international connection that will further enhance the implementation of social values. This project will contribute to strengthening the community in a mutual interdependence perspective with the various people involved in the Tournament. 23 | 2021-22 SEASON | ACTIVITY PLAN AND BUDGET

3.1.2.3 FAN MUSIC Project Description:

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3.2 INSTITUTIONAL PROJECTS PROJETOS INSTITUCIONAIS The Fundação do Futebol will develop relevant actions in partnership with other organisations/institutions/foundations, fostering synergies in benefiting Professional Football and its community of fans and followers. Events such as the Social Responsibility Meeting, the Fundação do Futebol Cerimony, the Foundation Implementation - implementing the mission: one club, one Sports Society, one Foundation - and the internationalisation of the Fundação do Futebol, are goals to be developed during this sports season.

3.2.2 FUNDAÇÃO DO FUTEBOL – LIGA PORTUGAL CEREMONY Project Description:

3.2.1 SOCIAL RESPONSIBILITY MEETING Project Description:

Promote the work developed and highlight the projects of the Fundação do Futebol Liga Portugal; Promote synergies between stakeholders of the Liga Portugal and Fundação do Futebol with other entities, in favour of the Social Responsibility practices; Raising funds for the Fundação do Futebol - Liga Portugal to implement its projects; Distinguish Sports Societies, entities and partners that are positioned at the forefront of Social Responsibility associated with Professional Football; Promote the Fundação do Futebol - Liga Portugal, its projects and partners, in both conventional and digital media; Make the event a social hallmark on the Professional Football agenda.

Objectives:

Demonstrate the social compromise of the Fundação do Futebol - Liga Portugal with Society; Promote the development of active policies in professional competitions in the area of Social Responsibility; Discuss the importance of Social Responsibility in Football; Identify the role of the Fundação do Futebol - Liga Portugal and the Sports Societies in developing a Social Responsibility policy; Promote the development of Sports Societies through active Social Responsibility policies, articulating them with the Fundação do Futebol - Liga Portugal.

Return to the community:

The Social Responsibility Meeting aims to be an annual forum that provides ideas for new actions/initiatives to Sports Societies and partners, assessing challenges for the implementation of good practices that may be shared by several clubs/institutions, encouraging mutual support, in order to keep the topic of Social Responsibility on the agenda of Professional Football.

Objectives:

Return to the community:

The Fundação do Futebol - Liga Portugal Ceremony will show how Professional Football works in the area of Social Responsibility, establishing practices and encouraging more and better campaigns aimed at helping the sporting community. It will also be an opportunity to reward the Sports Societies and entities that are already assumed Social Responsibility role-models in Professional Football. In parallel, the funds raised during the event will enable the support of entities/ institutions in their missions to meet needs in different areas of action.

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Joint event, in forum/conference format, of knowledge-sharing and networking with Sports Societies, partners and other entities of National and/or International relevance. The aim is to increase common value by understanding the importance of maintaining partnerships with all those involved in order to reach general qualitative improvements.

Organisation of an annual charity gala dinner to raise funds for the implementation of Fundação do Futebol - Liga Portugal projects. An occasion of brilliance, notoriety and awarding of the Sports Societies, entities and partners for the projects and Social Responsibility practices associated with Professional Football.

3.2.3 FUNDATIONAL IMPLEMENTATION Project description:

Presentations to the Sports Societies on the foundational logic as a strong added value in the Social Responsibility practices. Raising the sports associations’ awareness for the creation of a foundation through which, in addition to greater and more effective practices for the common good, they will be able to draw enormous benefits.

Objectives:

Increase the number of Sports Societies with their own foundation; Spread the idea of a club, a Sports Society, a foundation; Support the Sports Societies in the creation of foundations, both legally and socially; Increase the notoriety of Professional Football, which would grow with the increase in the number of Sports Societies with social foundations; Mark the 2021-22 season with the increase in number of foundations - and respective structures and resources - dedicated exclusively to Social Responsibility.

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Return to the community:

The foundational implementation project foresees an understanding, by the Sports Societies that compose the professional competitions, of their responsibility to play an active role in their communities. Social change is required with a greater number of institutions working for the welfare of their communities, with the reaffirmation of Professional Football as a determined industry operating off the pitch and with the training and sharing of values such as equality and fairness, reinforcing the idea that Professional Football is an unsurpassable vehicle of positive and necessary values in society.

3.2.4 INTERNATIONALISATION Project description:

The internationalisation project promotes the identification of strategic partners and consequently the planning and organisation of a campaign involving the raising and collection of goods for distribution in the target community.

Objectives:

Identify a country with basic needs, seeking to bring solutions that address these needs; Cooperate with international and local entities for the implementation of the action; Integrate partners and sponsors into implementation to support social change; Use the power of Football to help the PALOP community develop a spirit of strength and overcoming.

Return to the community:

Together with the identified population, together with the partner institutions, deliver and distribute various materials related to football and other needs. This project will bring added value to the impacted community, with the Fundação do Futebol - Liga Portugal serving as the driver of hope, creating unforgettable moments.

3.3 POSITIONING PROJECTS Keeping the Fundação do Futebol - Liga Portugal with a high level of notoriety is a goal to be consolidated in the coming season. This goal can be achieved by continuing with communication projects such as the Liga-te à Fundação television program, the Monthly Social Responsibility Awards, the Liga-te à Fundação Talks, and the creation of exclusive pages about Social Responsibility attached to editions of Liga Portugal’s magazine ‘Liga-te’.

3.3.1 SOCIAL RESPONSIBILITY MONTHLY AWARD Project Description:

Continue the monthly awarding of the most significant initiatives made by the Sports Societies in the area of Social Responsibility, giving them a physical prize in line with the others awarded with the same periodicity by Liga Portugal.

Objectives:

Promote and reward the efforts made by the Sports Societies in creating actions that generate value for society; Motivate Professional Football to develop campaigns that shall be renowned by the Fundação do Futebol - Liga Portugal; Increase the number of actions, in both professional competitions, that result in effective help to the communities.

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Return to the community:

3.3.2 ‘LIGA-TE À FUNDAÇÃO’ Project description:

Monthly seven-minute programme to be broadcast on SportTV with content promoting and disseminating good practices and Social Responsibility actions, both from the Fundação do Futebol - Liga Portugal and the Sports Societies that comprise Professional Football. An impactful television content that demonstrates the driving force behind the initiatives carried out.

Objectives:

Promote and announce the initiatives of the Fundação do Futebol - Liga Portugal and the Sports Societies, under their social responsibility programs, giving visibility to the partners of the Fundação do Futebol - Liga Portugal. Increase notoriety of partner institutions as well as the Football as a product; Promote Social Responsibility in noble broadcasting platforms; Increase the visibility/return of the Sports Societies towards their partners/sponsors; Promote Social Responsibility as a relevant, captivating topic of public interest.

Return to the community:

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This television program shows how support/collaboration from Professional Football reaches its destination, highlighting its promotion as a tool for social action. Aware of best practices, this section enhances the Professional Football industry’s image in the eyes of the public.

3.3.3 ‘LIGA-TE À FUNDAÇÃO TALKS’ Project description:

Informal 15-minutes-long conversations in television format, similar to those held in 2020-21, with an approach to the multiple aspects of Social Responsibility associated to Professional Football and its impact on society.

Objectives:

Keep the subject of Social Responsibility among the current sports and social topics; Promote debate and reflection on the role of Social Responsibility in improving society as a whole; Highlight the role of Professional Football off the pitch and how its media reach helps communities; Increase the notoriety of Professional Football and of all the Sports Societies, giving them time to communicate and promote their values.

Return to the community:

Inform society of the many things that can be done, combining passion for Football with the civic duty to help, showing how Sports Societies feel and practice Social Responsibility. The link between fans and their favorite clubs will thus be strengthened, giving them a sense of pride in the Club they support.

3.3.4 LIGA-TE À FUNDAÇÃO – LIGA-TE MAGAZINE BOOKLET Project description:

Development of a booklet with reports and contents of the Fundação do Futebol Liga Portugal to be included in the magazine ‘Liga-te’, from Liga Portugal.

Objectives:

Provide partners with another channel for information regarding Social Responsibility actions; Promote projects and initiatives with the Fundação do Futebol - Liga Portugal stamp; Cover several initiatives that can only be released in digital and/or television formats; Encourage reading; Perpetuate the Social Responsibility actions; Provide initiatives of the Fundação do Futebol - Liga Portugal with a greater reach and audience.

Return to the community:

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The section Liga-te à Fundação in the Liga-te magazine is another information and interconnection tool between Social Responsibility and Professional Football. It represents a new product to be offered to partners and Sports Societies and aims to strengthen the link between partnerships and institutional connections.

3.4 PROJECTS BY AREA OF OPERATION Social Inclusion, Major Humanitarian Causes, Environmental Sustainability, Innovation, Science and Technology at the service of Football and Protection of Values are flagships of the Fundação do Futebol - Liga Portugal that will continue to be strongly developed. Initiatives that are guided by these principles will have priority across all other activities.

3.4.1 SOCIAL INCLUSION 3.4.1.1 CHARITABLE FOOTBALL Project Description:

Creation of opportunities for socially underprivileged groups, giving them access to the world of football, fostering ties with renowned players (and former players) through recreational activities/games, combining fun with fulfillment always linked to their football idols.

Objectives:

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Bring different realities together, valuing the experiences of those who have little access to professional football; Welcome disadvantaged groups that always participate with great enthusiasm in gatherings and experiences around football; Make dreams come true for children, young people and socially vulnerable groups; use the power of professional football to reach everyone.

Return to the community:

Professional Football is inclusive and does not forget those in need or vulnerable, becoming a very important channel that can create entertaining and convivial moments for people who have few opportunities to enjoy the football industry. It will be possible to strengthen relationships with social groups that embody the need to spread and promote the values inherent to football.

The pandemic has had devastating consequences nationally. This project is positioned as an extra support tool for the communities surrounding the Sports Socieities. In partnership with Santa Casa da Misericórdia de Lisboa, the Fundação do Futebol - Liga Portugal will channel the required assistance to the institutions/ associations indicated by the Sports Societies that comprise the professional competitions. It will translate into a true joint work between various entities that will result in the essential support that these entities require.

Objectives:

Bringing different entities together for a common good; Strengthen the links between the Sports Societies and their communities; Foster a spirit of mutual help and union outside the pitch; Make Professional Football a driver for social change.

Return to the community:

“Social aid: Match with extra-time” is the project with the greatest direct and immediate impact on the surrounding communities. It presents Professional Football as an industry in the forefront of tackling the consequences that the pandemic has caused at a national level.

3.4.2 ENVIRONMENTAL SUSTAINABILITY Project Description:

Implementation project in the Sustainability area, where the Sports Societies will be able to participate in an evaluation programme of their own environmental aspects, in an evolutionary perspective referring to the previous sports season. Environmental sustainability is one of the great pillars of action and intends to link environmental education and entertainment.

Objectives:

Raise awareness on the importance of good environmental practices; Provide support tools to Sports Societies for the implementation of required measures; Recognise Professional Football as an industry that is concerned about the environment.

Return to the community:

The projects linked to the area of environmental sustainability involve an indirect return in the community, insofar as their implementations foresee short, medium and long term results aimed at environmental improvements both in terms of practices and procedures.

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3.4.1.2 SOCIAL AID: MATCH WITH EXTRA-TIME Project Description:

3.4.3 MAJOR HUMANITARIAN CAUSES Project Description:

Support and dissemination of major humanitarian causes of a social, national and international nature, through the implementation of campaigns or specific operational actions (‘NO to Racism’ campaign, ‘This Gown Has Powers’, International Childhood Cancer Day, International Day for the Eradication of Poverty and International Day of Persons with Disabilities) and other initiatives that defend and support the values echoed by football and the Fundação do Futebol - Liga Portugal. A project with strong involvement from the partners, national and international social institutions, local authorities and sponsors of the Liga Portugal, as well as sponsors of the Sports Societies.

Objectives:

Cooperate with entities that promote or organise campaigns in support of major national and international humanitarian causes; Associate the Fundação do Futebol - Liga Portugal with the best practices and flagships involving Professional Football and its altruistic action. Strengthen relationships and partnerships that ensure constant and frequent collaboration on behalf of Professional Football and its community; Increase the notoriety of the Fundação do Futebol - Liga Portugal, reinforcing its position among the institutions with the most visibility.

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Return to the community:

The initiatives led in this line of action assume a greater reach, given their joint efforts and promotion. They serve as an example of mutual help and good articulation among several entities towards a common goal and encourage campaigns in articulation with other institutions/foundations/partners, demonstrating how to work well in partnership.

3.4.4 PROTECTION OF SOCIAL VALUES 3.4.4.1 "MUNDO D’O LIGAS" Project Description:

Product continuity inherent to the protection of values through the publication of children's books (in partnership with Santa Casa da Misericórdia) that captivate the younger audience with original stories where the values associated with football are clearly displayed. Values that underpin the existence of the Fundação do Futebol - Liga Portugal: equality, fair-play, team spirit, mutual help and inclusion. Adventures with the mascot of Liga Portugal - O Ligas - as the main character engaging in the wonderful world of football with the mascots (his friends) of the various professional football clubs. Since the book is a product of Liga Portugal, it is the intention of the Fundação do Futebol to arrange visits to schools in order to promote books, reading and Football, with the presence of the mascot 'O Ligas' and our Ambassadors for autograph sessions, social gatherings and games with children, who are the main target of this project.

Return to the community:

O Mundo d'O Ligas is a product of the Fundação do Futebol - Liga Portugal in partnership with the Santa Casa da Misericórdia de Lisboa, aimed at children who are passionate for football. The connection between Football and culture embodied in a book is a practical and effective action for a younger audience. Visits to schools will provide greater interaction with the target audience of the O Mundo d'O Ligas, by introducing the children to the protagonist of the stories and Liga Portugal, while motivating them to follow the sport.

Bringing a younger audience into the world of Professional Football and its inherent values; Promote and encourage an interest for reading; Address the benefits of sports and football in a playful and captivating way to to all; Promote the Liga Portugal mascot in close cooperation with the professional football mascots, highlighting the advantages of having mascots in terms of marketing and promotion of the Sports Societies themselves in a joint effort between clubs and the bodies that govern Professional Football; Create several editions and new stories of the Mundo D'O Ligas in order to continuously reinvent and renew the product, providing several editions of books with new stories and points of interest. Create digital content with coverage of the "O Ligas" in schools, bringing his books to the children.

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Objetivos:

3.4.4.2 INTEGRATED TRAINING ADDRESSING DISCRIMINATION Project Description:

Elaboration and implementation of a training programme for the main squads of the Sports Societies, aimed at fighting racism, xenophobia, intolerance and promoting behaviours of genuine equality and mutual help in Professional Football.

Objectives:

Raise awareness among the real protagonists of the Football industry of its enormous influence on people’ behaviour and the image of the activity; Promote discussion and debate about the issues that often extend onto the field; Join efforts in order to improve the image of Professional Football; Promote the sharing of ideas within the teams themselves, which do not address the issue on a daily basis.

Return to the community:

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We foresee Professional Football with fewer cases of bickering or blemishes on the integrity of its professionals, through greater sensitivity and awareness on the impact of the professional players’ attitudes on the field, which will result in teams that are more united and strengthened in setting good examples for fans and followers.

3.4.5 SCIENCE AND TECHNOLOGY AT THE SERVICE OF FOOTBALL

The positioning of Liga Portugal clearly indicates the need to invest in the continuing training of the people who bring football to the Portuguese and international audience, in order to have, in Portugal, an increasingly professional football. Allied to one of the major areas of the Fundação do Futebol - Liga Portugal, this project is the perfect symbiosis between the promotion of research and the incentive to professional training in the Football sector. The Talent Business Center of Liga Portugal aims to develop training solutions to develop skills and create talent. With this in mind, Liga Portugal partnered with one of the most prestigious Portuguese universities, Universidade Católica, to develop a programme that meets the needs of the people working in Portuguese football, particularly in Professional Football. In this sense, it has launched, in 2016, a Post-Graduation in Organisation and Management in Professional Football and, in 2019, a Post-Graduation in Communication in Professional Football. The Post-Graduations allow the students to obtain, in one academic year, unparalleled knowledge regarding professional competitions, by obtaining a unique perspective of the organisation of professional football leagues. In addition to providing students with specific knowledge about professional football, these training sessions also aim to bring them closer to the reality of the clubs, giving them a more practical perspective of our national football. In the 2021-22 season, Liga Portugal, through the Talent Business Center, will maintain its commitment to these courses and will launch specialised courses in management, technology, organisation and other supporting areas in Football. Therefore, it will develop projects, initiatives and activities that allow the development of training and education programs.

Return to the community:

Objectives:

This project has the ability to contribute to the enhancement and dissemination of projects related to Football, contributing to the expansion of networking and studies on the area.

Invest in the qualification of human resources for the Professional Football industry; Increase the level of expertise in the sector; Develop training solutions to create skills and develop Talent; Provide information and know-how about professional competitions.

The Talent Business Center represents a continuous commitment to the technical and educational ability to provide training in Professional Football. The scope of this project will allow to create an extended know-how network to those involved and to prepare them from a practical point of view that is linked to the reality of professional competitions. The courses provide innovative solutions and effective methodologies to create skills and develop Talent in Professional Football.

3.4.5.2 CENTER OF STUDIES AWARD Project Description:

The Center of Studies Award, which will have a new edition in the next sports season, aims to attribute scholarships and support to the development of innovative companies and projects in Football, comprising its various fields of action. This award is a complement to the promotion of the entire research area of the Fundação do Futebol - Liga Portugal, aiming to find new ideas, projects and identify human resources that can integrate the sector, with high capacity and competence.

Objectives:

Foster research and entrepreneurship in the football sector and related themes; Promote studies/research work and new projects among stakeholders in the sector and the general public; Create an joint network that promotes innovation and value creation in the area of Football.

Return to the community:

35 | 2021-22 SEASON | ACTIVITY PLAN AND BUDGET

3.4.5.1 TALENT BUSINESS CENTER Project Description:

PROPOSED OPERATING BUDGET 2021-22

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4.1 INTRODUCTION After a season of great progress and with a stronger budget dimension, the 2021-22 season presents itself for the Fundação do Futebol - Liga Portugal as a period of growth and budget consolidation. The stabilisation of the institutional partnership with Santa Casa da Misericórdia de Lisboa, with the contract renewal, will allow to maintain a conscious and dedicated work, so that the Fundação do Futebol - Liga Portugal may continue to meet its main goal of developing actions that create value for Civil Society, through the values of football. The main promoter - Liga Portugal - will continue to be a mainstay of the Fundação’s activity. With all direct and indirect expenses properly allocated to the Fundação, this budget reflects the entirety of the activities carried out. Thus, we will continue, in a thorough way, to control all the Fundação’s expenses, through various internal control mechanisms and also by maintaining an efficient and competent structure, adjusted to the reality and the goals to be achieved. The budget proposal for next season is, as in previous years, sustained and based on the fundamental principles that guide the activity of the Fundação do Futebol - Liga Portugal, not aiming to obtain positive economic results, but only to fund the planned activities. Distributed across the five main areas of activity of the Fundação do Futebol: social inclusion, environmental sustainability, major humanitarian causes, protection of values, and science and technology at the service of football, total income is forecast at €1,198 million, and total expenses at €1,145 million, resulting in a positive operating result of €53,000. It is therefore presented a solid budget, of sustained growth, and ambitious, in a continuous perspective of expansion of activities and notoriety of the Fundação do Futebol - Liga Portugal, based on a plan of activities sustained on the fundamental principles of its activity.

Therefore, for the 2021-22 season, the following Evolution of Income, Expenses and Operating Results is predicted:

4.2 INCOME

As far as donations from companies are concerned, they can be divided into the following categories: Sponsors - companies that are involved sponsors, who regularly contribute with the payment of membership fees; hence, and in exchange for their regular contribution, they are given a set of benefits stipulated in the Regulations for Members and Sponsors; Partners - companies which partner with the Fundação for a project, event or action, for a specific purpose, in money, products or services; Supporters - companies that occasionally donate goods, services or money to the Fundação. In addition to the sources of income mentioned above, fund-raising is also planned, resulting from the activities and initiatives to be implemented by the Fundação, namely: Direct Fundraising - fundraising campaigns; Social auctions Charity events; Commercialisation of activities; Commercialisation of products.

As already mentioned, the institutional partner, Santa Casa da Misericórdia de Lisboa, plays a very important role in this budget, representing about 45% of the total income. The 2021-22 season already represents the Fundação's fourth year of activity, so, after the initial implementation phase, in which there was a need for greater support from the Founder, supporting most of the activities performed by the Fundação, it is now expected that the activities developed become self-sustainable. It is clear that, with the allocation of all direct and indirect structural expenses of the Liga Portugal to the Fundação do Futebol, the income obtained by the Fundação is not yet sufficient to cover all of them, so the financial support of the Founder will be necessary, representing about 35% of the income, which is expected to decrease over time, thus moving towards a total autonomy of the activity of the Fundação do Futebol. Within the area of operation "Science and technology at the service of football", with the organisation of Post-Graduation Courses and specific training courses, and integrating the Talent Business Center project, it is estimated that the percentage of this activity in the next season will be 15% of income, thus assuming itself as a primordial area of operation. Thus, for this 2021-22 sports season, a total income of €1,198,110 is forecast with the following distribution: Other Income

3% Talent Business Center

15%

Institutional Partner

42% Founder’s Funds

35%

Other Sponsorships and Partners

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The income of the Fundação do Futebol - Liga Portugal comes from four major sources: funds from the founder, donations from individuals, corporate donations and governmental and international incentives. Regarding donations from individuals, the following are foreseen: Fans - Individuals involved in the project who regularly contribute exclusively with the payment of membership fees. In exchange for their regular participation, they receive a set of benefits stipulated in the Fans and Sponsors Regulations; Amigos – people who occasionally donate goods, services or money to the Fundação.

4.3 EXPENSES

4.4 OPERATING RESULTS AND FINAL COMMENTS

The expenses are divided by the different areas of activity of the Fundação do Futebol Liga Portugal, along with the development of specific projects in each of these areas, and it is estimated that they comprise 17% of the budgeted expenses. There are also some events across the different areas, integrated in the main events developed by Liga Portugal, namely the Final of the League Cup, which will represent around 10% of the expenses. As mentioned in the income table, the Talent Business Center project, which is a clear commitment to providing training, is also very significant in terms of expenses, accounting for 15% of total foreseen expenses this season. Regarding administrative, structural and institutional marketing costs, these will be fully covered by the Fundação, and the technical team responsible for the development of the projects foreseen in this activity plan currently belongs to Liga Portugal.

The expected result for the 2021-22 season is €53,400, which represents a very balanced budget proposal. Although the Fundação do Futebol - Liga Portugal does not aim to obtain positive economic results, it will seek to have a rigorous and sustainable budget each year, in order to maintain a trajectory of activity growth, increasingly asserting itself as a solid and stable project recognised by the public. The budget proposal presented is both prudent and solid, so we hereby propose the approval of this budget, so that Fundação do Futebol’s services can carry out the proposed activity plan, bounded by the strict compliance of this budget.

Thus, for this 2021-22 sports season, expenditure totalling €1,144,710 is foreseen with the following distribution:

Acting Areas

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16%

Talent Business Center Structure and Services

15%

57%

Events

12%

In the table below you can see a detailed breakdown of all expenses and income foreseen for this financial year:

EXECUTED 2018-19

EXECUTED 2019-20

PREDICTED 2020-21

BUDGET 2021-22

7 919

365 080

500 000

4 000

8 646

34 280

60 000

4 000

16 565

399 360

560 000

Founders’ Funds

27 000

350 000

425 000

Talent Business Center

5 000

163 110

181 110

Charity Events

1 756

10 000

INCOME SPONSORS AND PARTNERS Institutional Partner Other Sponsors and Partners OTHER INCOME

2 574

10 637

8 680

22 000

2 574

44 393

521 790

638 110

6 574

60 958

921 150

1 198 110

Social Inclusion

62 000

Environmental Sustainability

24 800

14 000

Major Humanitarian Causes

17 338

37 800

62 400

Protection of Social Values

3 989

16 480

26 100

Other Transversal Projects

1550

24 500

21 327

80 630

189 000

4 000

5 335

112 150

167 780

League Cup Final

20 928

37 850

109 900

Copa Ibérica

1 625

Thinking Football

Other Events

30 000

29 100

4 000

27 887

180 000

306 780

8 800

42 190

158 230

Other Income TOTAL INCOME EXPENSES ACTING AREAS

EVENTS AND TRAINING Talent Business Center

STRUCTURE AND SERVICES Institutional Marketing

1 254

557 780

490 700

10 054

599 970

648 930

TOTAL EXPENSES

4 000

59 268

860 600

1 144 710

OPERATING RESULT

2 574

1 690

60 550

53 400

Structure Expenses

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4.5 OPERATING BUDGET SUMMARY MAP

MACRO ACTIVITIES SCHEDULE 2021-22

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MACRO ACTIVITIES SCHEDULE 2021-22

JUL

AUG

SEP

OCT

NOV

DEC

JAN

FEB

MAR

APR

MAY

JUN

CENTRALISED PROJECTS Official Match Ball

Allianz CUP Final Four

Fan Run Fan Music Freestyle National Tournament

INSTITUTIONAL PROJECTS Social Responsible Meetings Fundação do Futebol - Liga Portugal Cerimony Fundational Implementation Internationalisation POSITIONING PROJECTS Social Responsibility Monthly Awards Liga-te à Fundação (Connect to the Fundação) Liga-te à Fundação Talks (Connect to the Fundação Talks) Booklet in the Liga-te Magazine PROJECTS PER AREAS OF OPERATION Charitable Football Social Aid: Match with extra time

Environmental Sustainability Eco Challeng CUP Major Humanitarian Causes

Protection of Social Values

Science and Technology at the service of Football

The NO Campaign, This Gown Has Powers, International Childhood Cancer Day, International Day for the Eradication of Poverty and International Day of Persons with Disabilities ‘Mundo d’O Ligas’ Integrated Training Addressing Discrimination Postgraduate Degrees Specific training courses Centre of Studies Award

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Social Inclusion

TRANSPARENCY The Fundação do Futebol - Liga Portugal provides for consultation on its website: fundacaodofutebol.ligaportugal.pt • Statutes • Dispatch of Recognition • Code of Conduct FUNDAÇÃO DO FUTEBOL CONTACTS The services are available on weekdays from 9 a.m. to 7 p.m.

LIGA PORTUGAL HEADQUARTERS: A: Rua da Constituição, nº 2555 4250-173 PORTO P: 22 834 87 40 | F: 22 834 87 56 GPS: 41° 9’ 53.315” N 8° 37’ 41.219” W LISBON OFFICE: A: Alameda António Sérgio, n.º 22 – 5.ºA 1495-132 ALGÉS GPS: 38° 42’ 56.0” N 9° 14’ 03.9” W

LIGA PORTUGAL: E: geral@ligaportugal.pt FUNDAÇÃO DO FUTEBOL - LIGA PORTUGAL: E: fundacaodofutebol@ligaportugal.pt