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Unlocking commercial value in the Federação Portuguesa de Futebol's Portugal platform through data clean rooms
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This thesis, developed in collaboration with the Federação Portuguesa de Futebol (FPF), examines how Portugal+, the official platform for national team supporters, can strengthen the federation’s digital strategy. As data, technology and personalised communication become
increasingly relevant in sport, the FPF faces the challenge of connecting fan engagement, commercial partnerships and digital transformation. Drawing on explanatory conversations with FPF staff, academic literature and benchmarking, the study explores how Portugal+ can evolve beyond event-driven usage into a platform that supports regular engagement, delivers clear value to fans and enables a more integrated and behaviour-driven CRM approach.
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Fan engagement Digital platforms Sports marketing Customer Relationship management (CRM) Data-driven strategy Personalised communication Digital transformation National Football Federations Behaviour-based engagement Value creation in sport