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Demand–access alignment for a follower league: a market prioritisation framework for Liga Portugal’s Internationalisation
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European football leagues outside the top tier face pressure to internationalise, yet limited resources require disciplined market choices. This thesis develops a Demand–Access–Playbooks framework to prioritise foreign markets for Liga Portugal and translate screening
results into an actionable strategy. Using eight literature-grounded indicators, an index-based Demand–Access matrix ranks countries and flags constraints. Benchmarking La Liga and evidence yields three modular playbook dimensions: demand localisation, access/platform
configuration, and digital engagement. Results identify France and Brazil as core priorities, with Spain and Canada as growth markets. A two-season roadmap and KPI set operationalise low-risk pilots ahead of 2028 rights centralisation.
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Liga Portugal Internationalisation strategy Follower football leagues Market prioritisation Demand–access matrix Sports media rights Digital distribution and OTT