Plano Estratégico da Liga Portugal

Abstract

This document presents the description and analysis of the curricular internship carried out at Liga Portugal (LP), within the scope of the Master's Degree in Sport Management at the Faculdade de Desporto da Universidade do Porto, integrated in the Strategic Planning department. The internship had as its main focus the development of a new Strategic Plan for the organization. The project emerged from the identification of a gap in the previous Strategic Plan (2023-2027), namely the absence of monitoring and evaluation tools, as well as measurable targets, which compromised the assessment of the impact of implemented initiatives and the quality of decision-making. In this context, the project consisted of designing a plan oriented towards performance measurement and the reinforcement of organizational alignment, distinguishing itself by its results-oriented approach, replacing a logic centered on the execution of initiatives. The project also included a proposal to revise the organizational identity. To this end, new analyses of the organization's internal and external environment were conducted, using SWOT and PESTEL frameworks, as well as benchmarking with reference leagues. Based on the collected data, strategic axes, strategic and semi-strategic objectives were defined, accompanied by the development of Key Performance Indicators (KPIs) and the implementation of the Balanced Scorecard (BSC) adapted to the organization's context. The internship enabled the development of competencies in strategic analysis, communication, and understanding the functioning of a complex organization such as LP. In summary, the work highlights the importance of integrating continuous performance monitoring and evaluation tools into strategic planning, contributing to greater organizational effectiveness and improved decision-making quality.