In the vibrant world of professional football, where passion often dictates fortunes, the Liga Portugal has embarked on a significant initiative to reaffirm a fundamental truth: the game truly begins with the fan. This philosophy was recently brought to the forefront at the “O Jogo começa no Adepto” (The Game Starts with the Fan) workshop, hosted by the Liga Portugal Business School. Far from a mere formality, this gathering represented a concerted effort to dissect, debate, and redefine the supporter`s experience, placing it firmly at the heart of the sport`s future.
The Fan at the Forefront: A Strategic Shift
For too long, the fan has been treated as a static entity – a consumer of spectacle rather than an active participant in its creation and evolution. The workshop, attended by over 100 representatives from all 33 professional sports societies, security forces, and leading ticketing and security firms, signaled a strategic shift. The message from Bernardo Azevedo, General Director of Liga Portugal Comercial, was clear: decisions across the entire football industry must be anchored in the fan`s perspective. It`s a pragmatic approach, acknowledging that without engaged, satisfied fans, the grand edifice of professional football risks crumbling from within.
Ensuring Safety: A Collaborative Play
One of the most critical facets of the fan experience, often overshadowed until an incident occurs, is safety. Stadium security was a primary topic, with a distinguished panel comprising security directors from prominent clubs like SC Braga, officials from the Authority for the Prevention and Combat of Violence in Sport (APCVD), and key figures from the national police (PSP) and gendarmerie (GNR). The discussion wasn`t just about reactive measures but proactive improvements, fostering a safer environment where fans can enjoy the game without undue concern. It`s a complex dance between maintaining order and preserving the electric atmosphere unique to live football, a challenge that requires continuous dialogue and collaboration among all stakeholders.
The Digital Ticket to Tomorrow: Streamlining Access
In an increasingly digital world, the journey to a seat in the stadium must evolve. The workshop delved deep into the modernization of ticketing, exploring strategies adopted at a global scale. Paulo César Silva offered insights from the meticulous planning of the Winter Olympics 2026 in Milan, showcasing the sheer scale and complexity of managing large-scale events. Rita Namora, Head of Ticketing at UEFA, then illuminated the intricate digital ecosystem underpinning European football`s premier competitions, emphasizing the seamless, secure, and personalized experience that modern digital ticketing can offer. Liga Portugal`s own plans, presented by Diogo Lourenço, outlined strategic pillars for 2025-26, hinting at a future where accessing a match is as effortless as a tap on a smartphone.
Crafting the Ultimate Fan Journey: Beyond 90 Minutes
The “fan experience” extends far beyond the referee`s whistle. Francisco Castro, Fan Experience Account Manager for Liga Portugal, meticulously mapped out the entire fan journey – from the anticipation in the days leading up to the match, through the arrival at the stadium, the moments during play, and even the post-game reflection. The objective is to create a holistic, immersive experience. Clubs are not merely passive recipients of these guidelines; they are active innovators. Rui Xavier, Marketing Director of Vitória SC, showcased their pioneering digital initiatives, including NFC technology embedded in official jerseys for the 2025-26 season and a new official app – a bold move that could redefine fan interaction and loyalty. Even improvements in stadium infrastructure, such as those undertaken by FC Alverca, contribute significantly to this holistic vision.
The day concluded with a vibrant round table on fan experience, featuring Fan Liaison Officers (FLOs) and marketing directors from clubs like SL Benfica, SC Braga, CD Tondela (with a notable focus on accessibility for disabled fans), and Sporting CP`s charismatic speaker. This diverse panel underscored the multifaceted nature of fan engagement, from ensuring inclusivity to cultivating an electrifying matchday atmosphere.
The Future of Portuguese Football: A Fan-Centric Narrative
This workshop signals a clear commitment from Liga Portugal to not just adapt to the changing landscape of modern sports but to lead the charge in defining it. By fostering collaboration, embracing technology, and, most importantly, listening to the very people who fuel the sport – the fans – Portuguese professional football aims to build a more secure, engaging, and enduring connection with its audience. It`s a vision where the roar of the crowd isn`t just background noise, but the very heartbeat of the game, meticulously cultivated and cherished. After all, what is football without its faithful?
