Numbers don’t lie: Benfica pleased with marketing strategy | OneFootball

Benfica has recently experienced a significant increase in its merchandising sales, and the credit goes to José Mourinho. Since the Special One returned to Luz in mid-September, the Eagles have seen an increase of around 17%, which surely leaves the management very pleased.

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

"Benfica's merchandising sales increased by 17 percent", stated a source from IPAM, in an interview with 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 Eagles' commercial director, refused to reveal the strategies behind this financial growth. However, Daniel Sá, an IPAM expert, goes further and hints 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 Eagles' President 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.