CASAS DO BENFICA a New Beginning
CASAS DO BENFICA A new beginning It was June 4th, 2019 in Santarém – 80 km from Lisbon, the Portuguese capital city. Jorge Jacinto – a director at Sport Lisboa e Benfica football club – was overseeing the renovation works taking place in a vacant building located at the heart of the city’s main square. Jacinto had great plans for that building, and the city mayor had just given him the “go ahead”. The renovated building was going to become a Casa do Benfica, one among 298 SL Benfica's fan clubs spread across the globe - each one managed by a team of local supporters. SL Benfica was founded in 1904, and since then became a household name in the football world. By 2018, it generated in, excess of 200M€ ___________________________________________________________________________________ Miguel Abilheira prepared this case under the supervision of Nuno Magalhães Guedes, in partial fulfillment of the Dissertation requirements for the degree of MSc in Business Administration, at Universidade Católica Portuguesa, in June 2019, as a basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. Casas do Benfica: a new beginning in revenues, which made SL Benfica the 26th most valuable football club in the world. Managing the Casas do Benfica network for more than 10 years, Jacinto had lost track of the number of Casas do Benfica openings he hosted. But this time it felt different. This was no ordinary Casa do Benfica. Jorge Jacinto was, in fact, planning to unveil the first ever Casa do Benfica 2.0 - a new concept, that, he hoped, would finally revamp the network and ensure the professionalization of Casas do Benfica for decades to come.
[Show full text]