Another study has been conducted, published, and I bring it here for us to pause and reflect upon. This time, it’s by Horizm in their “Digital Value of Fans 2025” report.

The study is quite intriguing for those interested in Business Development and Club Management, particularly concerning their digital footprint.

Yes, because ignoring this window of opportunity means ignoring the market.

And it’s not just about Football; the study approaches Sports from a broader perspective, not solely focusing on Football. It encompasses Leagues, Clubs, and Athletes, providing us with important insights.

However, for me, Football is (much) more relevant.

Of course!

First, and a major disappointment – among the top 25 teams capable of generating the most value through social media, Portugal has no significant representation.

In fact, throughout the entire study, Liga Portugal is positioned 25th in the “Audience – global reach and fan engagement” parameter, trailing behind leagues like the Mexican, Egyptian, Turkish, the Championship (the English 2nd Division), and even Brazil’s Serie B (also equivalent to the 2nd Division).

Surprising!

However, in the “Value Generated” parameter, we manage to surpass the Turkish League, among other categories, and we stand at 21st place in the final table. More than that, favorable developments are recorded in both parameters.

This might indicate a positive evolution trend and a natural result of the work developed by Liga Portugal over the years.

Could it be?

Not really.

Everything changes, however, when we talk about teams.

In the Audience parameter, there are no records of Portuguese teams… just as in the Value Generated parameter!

Therefore, the League is growing, in some aspects, but the Clubs don’t seem to be able to keep up.

Finally, of course, when we talk about athletes, Cristiano Ronaldo stands out!

But that’s “normal, we already know, it doesn’t matter,” someone might think.

Of course, it matters!

It’s important to pause and think, how is this possible…?

Yes, how is it possible that we are not represented?

For example, questions that quickly come to mind.

How is it possible, if:

. SL Benfica proudly, and rightly so, promotes its position as the world’s leader in the number of members achieved, an absolutely remarkable mark of 400 thousand members, but doesn’t have the capacity to have relevant audiences to at least enter the world’s top 25?

. Sporting CP has “only” the potential to have its brand infinitely linked to the most relevant athlete ever? And attention, I even believe that the Club has made an effort in promoting its image and brand (such as the much-talked-about limited edition jerseys, etc.) and, inclusively, its formidable capacity in athlete training, because it wasn’t just Cristiano, but a set of elite athletes over decades.

. Or, FC Porto, which outside the big-5 was certainly one of the Clubs, if not ‘the’ Club, that most often won the Champions League and Europa League in the last 30 years? Or, if it was also the Club that initiated the process of making Portugal an excellent market in promoting and developing national and foreign athletes at (very) high prices for the Big-5, with the first cases after the Champions League-winning athletes with Mourinho, right?

How is it possible to lose that path?

Of course, it’s always easier to talk about the Clubs with greater projection, but why isn’t this study done on the national scene, beyond the usual ticketing analysis?

Ticketing is a quantitative analysis of a simple physical metric, tangible, which has an immediate return, clear, but doesn’t necessarily relate to the impact and perception of the brand at regional, national, or global levels.

Others can be:

. How many jerseys do Clubs sell in Portugal?

. How much do they grow on social media?

. Which social networks?

. How many followers do they have?

. How many online stores exist?

. How many products are created on the Clubs’ channels?

. Which products (or content) generate more engagement and return?

. Why?

. Which athletes can enhance their image?

. Why?

. What partnerships are made?

. Why?

There are many more, of course.

But it’s important to question, more and more.

I would also say, what can other teams learn from all this?

How can each Club, within its proportion, become more relevant in the market, in its market, and in the global market?

Lots of questions, I know.

But that’s how I see things.

And you, what questions are most relevant to developing Clubs?

And what strategies are the best?

Let’s discuss, for a better Football!

(And if you want the article, ask for it, and I’ll send it, or search for the names mentioned above and you’ll find it too!)