Interview: The Importance Of SL Benfica’s Product Licensing Programme

In the latest of a series of interviews with executives from football in collaboration with Brand Licensing Europe, we catch up with Miguel Pereira, Senior Licensing Manager at Portuguese side, SL Benfica to find out how their licensing programme is having an impact on the club’s brand and revenue generation potential.

When did your licensing programme start?

SL Benfica’s licensing programme began over 20 years ago. This marked the club’s formal effort to commercialise its brand on a larger scale, allowing various companies to produce and distribute officially licensed Benfica merchandise. The programme has since expanded, with the club securing numerous licensing agreements both in Portugal and internationally.

What was your first consumer product?

Our first consumer products were replica jerseys or team apparel. These products are common starting points for sports clubs when launching a licensing programme as they directly appeal to fans and represent the club’s identity.

How important is licensing to the club as a revenue generator?

Licensing is a key revenue generator for SL Benfica. It drives significant income through merchandise sales, brand expansion, and sponsorship deals. Licensing allows the club to reach global markets, engage fans, and diversify income streams beyond match-day and broadcasting revenue. This makes it an essential part of Benfica’s commercial strategy.

How important is licensing to the club as a way of increasing loyalty from existing fans and also reaching new fans?

Licensing is essential for Benfica as it strengthens loyalty among members and attracts new fans:

Strengthening member loyalty: Official merchandise allows members to show their support, deepening their emotional connection with the club.

Attracting new fans: Licensed products, especially in international markets, help expand the club’s global fan base.

Thus, strategic licensing reinforces member loyalty and broadens the club’s presence.

What has been your most successful consumer product launch?

Benfica’s most successful consumer product launches include official replica jerseys, digital products, NFTs (non-fungible tokens). The new season’s jerseys consistently generate strong sales, while digital offerings and NFTs engage fans and provide additional revenue streams. Exclusive merchandise and limited-edition items also contribute significantly to the club’s success.

Have you worked with partners on product collabs – if so, what?

Yes, SL Benfica has collaborated with several partners on product launches:

Adidas: For official replica jerseys and sportswear.

Nuno Gama: Renowned Portuguese stylist, known for creating exclusive, stylish club-branded apparel.

Digital Collaborations: Including NFTs and other digital products.

These partnerships boost Benfica’s brand, offer unique products to fans, and generate additional revenue.

What’s happening next? What consumer products/collabs can we expect to see from you in the next 12 months?

New replica jerseys: Fresh designs for the upcoming seasons.

Exclusive merchandise: Collaborations with designers like Nuno Gama and potentially other high-profile brands.

Digital products: New NFT collections and enhanced mobile app features.

Special edition items: Limited-edition products celebrating anniversaries or major events.

Kids’ products: Expanded range of children’s apparel and merchandise, reflecting the club’s commitment to nurturing its future fan base.

These initiatives aim to enhance fan engagement, broaden the product range, and drive revenue.

Is there any other exciting news you can share with us?

We are excited to share that we have secured licensing agreements for Web 3 rights. Each of these partners will help us create unique digital experiences, further enriching our fans’ connection to the club. Additionally, as the second club in the world with the most members, almost 300,000, we are committed to enhancing our members’ programme, which includes family and kids’ solutions.

Why is BLE such an important event for you?

BLE is important for SL Benfica as it provides key networking opportunities with industry leaders and potential partners. It also offers valuable brand exposure, showcasing the club to a global audience. The event helps Benfica stay updated on market trends and industry developments, supports business development by exploring new opportunities and strategies, and enables the presentation of new products and initiatives to stakeholders, enhancing fan engagement. Overall, BLE plays a crucial role in the club’s growth, brand visibility and global presence.

Who are you hoping to meet and why?

At BLE, SL Benfica aims to connect with industry leaders to explore new partnerships and stay updated on market trends. The club is also looking for new licensees to expand its range of products and enhance brand visibility. Additionally, Benfica seeks to engage with media representatives to promote new initiatives and technology providers to discuss advanced solutions for digital products and fan engagement. These efforts support the club’s growth and global presence.

Brand Licensing Europe (BLE) is the leading event in Europe for licensing and brand extension. It takes place 24-26 September at ExCeL in London. It’s free for sports professionals, retailers and manufacturers to attend. You can find out more or simply register here.