Caetano, InêsMarques, Ricardo de Oliveira2026-04-212026-04-212026-01-122025-12-17http://hdl.handle.net/10362/202408This 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.engFan engagementDigital platformsSports marketingCustomer Relationship management (CRM)Data-driven strategyPersonalised communicationDigital transformationNational Football FederationsBehaviour-based engagementValue creation in sportmaster thesis204238099