By Jaroslaw Adamowski
February 13 – The top tier of Portugal’s football league has been renamed the Liga NOS for the next 3.5 years under a new sponsorship signed between the Portuguese Professional Football League (LPFP) and local media company NOS.
With the new deal, NOS is replacing Portugueses beer brand Sagres as the main sponsor of the Primeira Liga. Sagres remains an official sponsor of the league alongside Adidas and South Korea’s Samsung.
Miguel Almeida, the chief executive of NOS, said that the new partnership will translate into significant investments with the aim of introducing “innovative products of the company in the field of entertainment and communications.”
The value of the deal was not disclosed. However, the contract is unofficially estimated to be worth a total of €15 million, an unnamed club manager told Portuguese daily Expresso.
Almeida said that the deal marks “the beginning of a major cooperation with the league towards a more dynamic football, and more interactive entertainment for spectators.”
NOS is the biggest communication and entertainment group in Portugal with a product portfolio that includes satellite and cable TV, mobile telephony, broadband Internet and film distribution services. NOS also operates more than 200 cinemas in Portugal.
Contact the writer of this story at moc.l1734955191labto1734955191ofdlr1734955191owedi1734955191sni@i1734955191kswom1734955191ada.w1734955191alsor1734955191aj1734955191