Benfica grateful! José Mourinho is the Special One on and off the pitch | OneFootball

José Mourinho is not just the Special One on the field, but also in the sales department. It has been determined that the new coach of Benfica is responsible for the skyrocketing growth - about 17% - in the merchandising revenue of the club.

According to the newspaper Record, despite the results and performances not yet reaching the expected levels, the impact of José Mourinho - who was recently approached - is already being felt. According to data presented by IPAM - Portuguese Institute of Marketing Management - the sales of the Eagles have soared in less than a month.

"Benfica's sales with merchandising rose by 17 percent", stated a source from IPAM, in statements to the magazine Meios & Publicidade. The expert went further and assured that the Mourinho brand - which can generate up to 12 million euros per year - will have a very positive impact on the Clube da Luz, as well as on the Portuguese league.

Contacted by the newspaper Record, Benfica, along with Miguel Bento, the commercial director of the club, refused to reveal the strategies behind this financial growth. However, Daniel Sá, an IPAM specialist, goes further and reveals that the Clube da Luz is preparing a line of licensed products, entirely related to the Special One.

In a recent interview given to TSF radio, Rui Costa spoke again about the departure of Bruno Lage and the arrival of José Mourinho, with the President of the club praising the Special One: "In a short period, we hired one of the best coaches in the world. This is what Benfica fans should focus on".

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