Vasconcelos, LuísNunes, Paula Alexandra Jacinta2013-08-072013-08-072010-01http://hdl.handle.net/10362/10292A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsIn the last day of 2008, Sagres signed a “long-term” sponsorship contract with Sport Lisboa e Benfica that reinforced the support of the beer brand to football, as well as, to one of the greatest Portuguese sports clubs. This case reviews Sagres’ search for leadership in the Portuguese beer market along with its strategy of association with football. It focuses on understanding Sagres’ gains and the implications for the dynamics of the Portuguese beer market.engSponsorshipBrewing industryCompetitionStrategymaster thesis