Liga portuguesa de futebol profissional – recommendations to marketing plan: initiatives to raise the affluence on lPFP games

• Autor(a) principal: Serra, Ricardo Jorge Ribeiro Santos
• Data de Publicação: 2015
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/11417
• topic: Sports marketing; Football; Marketing plan; Marketing-mix; Marketing desportivo; Futebol; Plano de marketing,

The thesis project is based on a subject that is one of the main problems on the football in Portugal – the low affluences. Nowadays, Portuguese football attendances are very low and this constitutes a huge problem for the sports sector in Portugal. Competitions organized by Liga Portuguesa de Futebol Professional (LPFP), have (in average) low attendance values. LPFP is the entity who rules professional football in Portugal and is responsible for the professional competitions in Portugal – Primeira Liga, Segunda Liga and Taça da Liga. All of these 3 competitions have been facing some problems in terms of low values of affluences. With that the Portuguese football is losing some notoriety and value towards other competitions in Europe. The project will answer to the main problems of this situation with a set of initiatives englobed as recommendations to the marketing plan of LPFP. The initiatives will be created regarding a deep analysis of the internal and external environment of LPFP combined with a marketing strategy with targeting, positioning, segmentation and creating a set of initiatives that will answer the main problems. The results of the thesis will be forwarded to LPFP, hopping to be considered, for the good of Portuguese football.