Brinca, PedroBernardo, Afonso Macedo Soares Gonzalez2024-06-212023-01-252022-12-16http://hdl.handle.net/10362/168868In 2021, the Portuguese Football Federation (FPF) restructured the third tier of the Portuguese football leagues system. The previous third tier, Campeonato de Portugal, was demoted and replaced by Liga 3, a new format broadcasted through free-to-air TV, on FPF’s Canal 11, and through its YouTube channel. Although Liga 3’s first edition outperformed, in audience share and reach, the previous edition of the tier, serious concerns endure regarding its broadcasting model. Apart from being unsustainable, the model fails to attract young viewers and remains unpopular among Portuguese football fans. The recommendations reshape Liga 3’s broadcasting model and include governance changesengStrategyNational football associationsFootball league systemsBroadcasting rights distributionSports financial managementBenchmark research.master thesis203316924