CLSBE - Dissertações de Mestrado / Master Dissertations
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Browsing CLSBE - Dissertações de Mestrado / Master Dissertations by Author "Abilheira, Miguel Ângelo Outeiro"
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- Casas do Benfica : a new beginningPublication . Abilheira, Miguel Ângelo Outeiro; Guedes, Nuno Manuel de MagalhãesThe case study tells the story of SL Benfica - a Lisbon-based football club established in 1904 – which eventually became one of the most valuable clubs in the world. As the club expanded, so did its fan base. Fans who moved outside Lisbon took the club with them and ended up establishing the first Benfica branches. The branch concept would later develop into a new one: Casas do Benfica. Casas do Benfica were voluntary associations – completely independent from SL Benfica itself - and managed by a team of local Benfica supporters. Jorge Jacinto - director at SL Benfica - saw in Casas do Benfica a source of untapped potential: most Casas do Benfica were still very amateurishly managed and struggled to be financially sustainable. Jacinto concluded that something had to change in order to drastically improve the outlook of Casas do Benfica and prepare the network for the following decades. To achieve this, the concept of Casas do Benfica was revised, upgraded and professionalized. In 2019, SL Benfica launched a new generation of Casas do Benfica: Casas 2.0. Launching Casas 2.0 was an unprecedented move for the club that meant breaking with some rooted practices and traditions, creating strategic and cultural clashes between the old and new models. Those and other challenges for the implementation of the Casas 2.0 concept by SL Benfica are analyzed in the Teaching Note with the help of relevant topics addressed in the Literature Review section, such as sports management, brand image and customer loyalty.