The company NOS announced this Friday that it will not renew the contract with the Football League at the end of the 2020/2021 season.”NOS understands that it is opportune to inform about its intention to not renew the partnership it entered into with the Portuguese Professional Football League (LPFP), after the end of the 2020/2021 season, materialized in the support as the main sponsor and naming sponsor”, announced NOS in a statement.
The telecommunications company justifies that, after seven seasons, “the value that this partnership represented for both parties and the underlying objectives will be fully achieved”.NOS reinforces the “positive partnership result” and assumes that it will continue to assume “an active role, collaborating with all agents of the modality in the construction of an ecosystem that aims to be competitive and sustainable”.
Read the statement in full:
“NOS understands that it is opportune to inform about its intention of not renewing the partnership it entered into with the Portuguese Professional Football League (LPFP), after the end of the 2020/2021 season, materialized in the support as main sponsor and naming sponsor. This decision is the result of an evaluation that the company has been carrying out for some months and which resulted in the conclusion that, after seven seasons, the value that this partnership represented for both parties and the underlying objectives will be fully achieved.
NOS sees the result of the partnership, over the last few seasons, with the LPFP very positively, which greatly contributed to a greater visibility of the passion that unites the Portuguese. Portuguese football, with which we share the values of ambition, proximity and innovation, will continue to deserve strong involvement from NOS, even in other formats, and we will continue to take an active role, collaborating with all players in the construction of an ecosystem which is intended to be competitive and sustainable.
Until the end of the 2020/2021 season, NOS will continue to work closely with the LPFP, in order to create an even more dynamic, more interactive and more spectacular competition for all football fans. ”
According to Sónia Carneiro, executive director of the Portuguese Professional Football League (LPFP), the six-year partnership, renewed in 2017 with Pedro Proença as president of the LPFP, was “a happy marriage for both parties, and it will be for another 14 months “.
“It is a benefit relationship for both parties. This is a moment like any other. [para anunciar], and allows the League to have 14 months to find a sponsor, “he explained.
According to the executive director, the naming rights of the main Portuguese competition now have a “value 30% higher than what was negotiated with NOS in 2017”, according to a study commissioned by the organization.
For NOS, he added, the objective was “to become effectively known” by this designation, which “was achieved”, which is why the League perceives “the arguments” for the end of the partnership by the operator.
“It has been a very productive six years, of growing together. It is a turning point, but only in 14 months, we will still have many beautiful things with NOS until then. (…) Now it is going to the next market” , shot Sónia Carneiro.
In a statement, the League gave notice of the end of the main sponsor and naming sponsor contract (which gives the competition the name of the brand in question) of the Portuguese League, under the responsibility of the LPFP, which in 2017, at the time of its renewal , was estimated at € 20 million by the sports press.
That organization thanked the operator, who will be the longest exclusive partner in history, with seven years, while NOS says that “sees very positively the result of the partnership, over the past seasons, with the LPFP, which contributed a lot to a greater visibility of the passion that unites the Portuguese “.
The announcement comes on the day that Benfica asked to leave the direction of the League, which integrates alongside four other primodivisionários, FC Porto, Sporting, Tondela and Gil Vicente, in addition to Mafra, Leixões and Cova da Piedade, of the II Liga.
Before, on Thursday, Pedro Proença asked the General Assembly table to set up a major meeting for June 9, to discuss the organism’s governance and to appreciate the support announced for the clubs of the II League, abandoned in the wake of the pandemic of Covid-19.
Proença’s leadership has been questioned after a letter from the leader to the President of the Republic, Marcelo Rebelo de Sousa, was released, requesting his influence so that the remaining 90 matches of the 1st League, which is scheduled to start on 04, will be broadcast on open signal. June, after the interruption due to the covid-19 pandemic.
For its part, NOS recorded losses of 10.4 million euros in the first quarter of the year, against 42.5 million euros in year-on-year terms, admitting that the results were “largely impacted” by the pandemic, in a communication to the Market Commission of Securities (CMVM).
In telecommunications, “the greatest impacts were felt in the subscription revenue from ‘premium’ channels, in particular the sports channels (Sport TV, BTV and Eleven Sports) that were made available to customers free of charge and in revenues from ‘roaming’ international, due to the impossibility of traveling “.