Benfica and San Francisco Giants form cross-code trans-Atlantic business partnership

February 7 – Major League Baseball’s San Francisco Giants have partnered with iconic Portuguese club Benfica in a commercial version of moneyball.

The two clubs will work together “to promote the exchange of expertise and know-how across the sports, business and technology sectors.” This will include joint initiatives, marketing campaigns, corporate programmes and “investment and joint venture opportunities”.

“Both Benfica and San Francisco Giants share a proud history marked by many achievements and their considerable contribution to the development of sport. This partnership allows us to strengthen relations with one of the most iconic sports teams in the US, exchange ideas and experiences, and develop new strategies and programmes that will benefit both clubs,” said Luís Filipe Vieira, president of SL Benfica.

The partnership is intended to be much more than an exchange of ideas and ways of working.

“We are excited to partner with Sport Lisboa e Benfica and this collaboration will further allow us to connect our worlds of Sport & Tourism,” said Stephen Revetria, President of Giants Enterprises.

“This partnership goes beyond sports. It encompasses cooperation, based on the investment possibility in several areas, the commercial and technological sides and, naturally, sports. We are sure that this exchange of expertise will be an added value.”

The organisation of exhibition matches will be included in the joint activities.

The partnership was sealed following the Giants joining the membership of ISMA  (International Association of Sports Museums) – an association which comprises museums and sports clubs that have sizeable collections of historical sporting artefacts and who believe the preservation of such historical memorabilia is a duty and ensures that sports fans can learn and appreciate their club’s roots, values and success.

However, the future of the relationship is about widening the clubs’ bases and revenue stream beyond their traditional geographies and thinking.

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