Relatório de Estágio - Liga Portugal

Abstract

This report describes the internship undertaken at Liga Portugal as part of the Master's in Sports Management, within the Activations, Promotion & PR and Fan Experience Department, specifically part of the Promotion and Public Relations division. The internship took place between October 2025 and February 2026 and comprised a total of 540 hours of professional immersion within a leading Football organization at both the Portuguese and international levels. During the internship, four main areas of activity were developed. The first was Creators CUP, involving support during the event and subsequent evaluation. The second related to the Liga Portugal Business School, which included Promotion plans for seven courses, specifying target audiences and communication approaches, the scheduling of each promotion in relation to other upcoming promotions and evaluation based on KPIs (Key Performance Indicators). The third was the Christmas Campaign, which included the Christmas Basket and the Advent Calendar, a campaign offering daily discounts and offers at the LP Store throughout December, managed via the website's automated scheduling and paid ads on Meta Ads, with subsequent evaluation based on ROI (Return on Investment) and ROAS (Return on Ad Spend) metrics. The fourth and largest part was the Allianz CUP Final Four in Leiria, from 3 to 10 January 2026, which included very different projects: a partnership with Cister FM to promote all events surrounding the competition; podcasts organized for the semi-finals and operational management of the Liga Portugal box and the Super Bock stage. In addition, digital monitoring of the clubs in Liga Portugal Betclic and Liga Portugl 2 Meu Super was carried out, involving the collection and systematization of data on their digital presence on social media. In parallel with these practical actions, the scientific study "Motivations and Factors Influencing Consumption of the Liga Portugal Product" was designed, analyzing what motivates the consumption of the Liga Portugal product by its supporters belonging to the two professional leagues during the 2024/25 season. The study adopts a quantitative approach, involving an online questionnaire administered to 93 fans, statistical analysis in SPSS using non-parametric tests, and is organized around three thematic blocks intersecting with three demographic variables: gender, age group and the league of the supported club. The analysis showed that the league of the supported club is by far the most important explanatory variable: football plays a more central role for fans of Liga Portugal 2 Meu Super, and they are more sensitive to match timings, whilst fans of Liga Portugal Betclic place greater emphasis on ticket costs and values compared to the team's position in the league table. Age group had a moderate impact, with younger fans perceiving a more positive image of the league and being more active on social media and in video games. Gender could not be analyzed conclusively due to the imbalance in the sample. Overall, the results regarding perceptions of Liga Portugal were negative: 63.4% of respondents believed the league had deteriorated over the past five years, but satisfaction remained at 61.3%, indicating greater interest than in other leagues. The main motivations for going to the stadium were to support the team (89.2%) and to watch football (74.2%), and social media was clearly used as a platform for consuming sports content (77.4%). The link between the internship and the scientific study proved to be one of the most enriching aspects of the entire experience. The topic of the study arose naturally from the context of the internship, and its findings directly inform the practical improvement of the department's activities, establishing communication strategies based on gender and age group and strengthening digital content to attract younger audiences.