A new, irreverent, and modern Liga Portugal brand!

A renewal of the brand, aiming for its repositioning and affirmation in the world towards internationalisation

Creating and boosting talent are unique features of Liga Portugal. These were the main aspects, as well as the need for modernisation and entering the global digital market, that motivated this rebranding of Liga Portugal, which was announced on August 28th (Friday) in Porto.

Emphasising the bet on internationalisation and in the clear awareness of the quality of the Portuguese professional football, this new brand aims to promote and stand Liga Portugal out among other European leagues.

On the other hand, the new logo will become a distinctive icon of the Portuguese football. The new image, inspired on the Lusitano horse silhouette, represents the determination, strength, agility, intuition and 'portugality' of our football and also the dedication and passion for the game of our fans.

Susana Rodas, Liga Portugal's Executive Director for Marketing, Commercial and Business Development stresses that "this whole new brand was developed with a view towards Liga Portugal's positioning: Football with Talent". "We will now have a more valuable approach and a more proactive promise, which is creating Talent", she added, thus sending a message to the fans: "Our new logo is a bolt, a burst, a statement, a bold way of declaring our tenacity and audacity of being unique. In addition to that, despite being a small country, our Football is one of the best in the world".

This rebranding bears the name of the VMLY&R Branding agency, who were responsible for several projects such as the UEFA Euro 2020, the FIBA Basketball World Cup 2019 in China, the FIFA Guardians and the UEFA Nations League, a competition in which, in addition to the brand, they have also designed the trophy. Pedro Gonzalez, Chief-Executive of the agency, states that "consolidating Liga Portugal's positioning through an identity system that will allow it to ambition moving up in the ranking of best football leagues in the world is the main objective of this project".

Hélder Pombinho, Creative Director of this project, adds that "after so many years of working on international brands for UEFA and FIFA, having the possibility of developing a project like this in Portugal was definitely something we have always aspired doing. And this is just the beginning!”