Benfica, beware! Mourinho's trip to Italy explained | OneFootball

In the end, José Mourinho's lightning trip to Italy was not directly linked to a possible move to Real Madrid, but rather to a new challenge off the pitch, in a strategic venture involving millions and a brand growing across the European landscape.

The Benfica manager is the new face of the Italian insurer Prima Assicurazioni, becoming the ambassador for a campaign aimed at strengthening the company’s presence in the market, especially among a very specific and clearly defined target audience.

The strategy involves a strong advertising investment, in the region of €8 million, with a heavy focus on television (€5.5 million) and radio (€2.5 million), in an operation that demonstrates the scale of the bet placed on the Portuguese coach’s image as a figure of authority and credibility.

According to the company’s communications director, Fabia Bernacchi, Mourinho’s selection was no coincidence. The data shows that the insurer’s main customer is a man between 30 and 60 years old, often responsible for the family’s financial decisions, a profile that fits directly with the coach’s notoriety and influence.

The contract, which follows that of actor Patrick Dempsey, will initially last 18 months, with the possibility of being extended to 20, and is currently focused on the Italian market. After fulfilling this commitment, Mourinho returned to Portugal that same night, landing in Tires, immediately resuming his connection with Benfica.

This article was translated into English by Artificial Intelligence. You can read the original version in 🇵🇹 here.