Brinca, PedroRibeiro, Filipe Falcão Carneiro da Silva2022-07-292022-01-212021-12-17http://hdl.handle.net/10362/142643The present study aims to complement a Work Project developed in partnership with Sport Lisboa e Benfica, as part of the Sports Management Field Lab. The goal is to provide a comprehensive analysis of the potentialities that CRM initiatives can have concerning the learning relationships established between the club and its supporters. For this purpose, a literature review is firstly presented to provide a solid theoretical background, followed by a benchmarking of the best practices of Salesforce software usage and, to conclude, a set of recommendations suited to SL Benfica’s reality.engSports managementBig dataCustomer relationship managementSL BenficaSalesforcemaster thesis203022114