More Value, Broader Market

Cristiano Ronaldo's involvement with LiveModeTV is more than just market news; it's a sign of the times. When a premium asset aligns with a free, digital distribution model native to platforms like YouTube, it doesn't diminish value. Instead, it expands reach, taps into new consumption habits, and connects with fresh communication styles.

This underscores the strategic importance of centralizing audiovisual rights. It's not merely a legal mandate, but a means to organize offerings, structure the product, and prepare it for a more diverse market. While premium leagues such as the Premier League and NFL continue to rely on classic value maximization models, other approaches can uncover complementary avenues, attracting new audiences and diversifying revenue streams.

The LiveMode case confirms a crucial point: the interest of new players strengthens the ecosystem. This translates to increased competition, greater commercial creativity, and enhanced capabilities in packaging, promotion, and distribution. It's not about replacing existing structures with new ones, but recognizing that the future of audiovisual content will be multifaceted, and this plurality, when well-organized, adds overall value.

In Portugal, this path demands collective intelligence. Centralization must continue to be built in collaboration with the Sports Societies, as they hold the core value to be projected. This must always be done with respect for the regulatory framework, in dialogue with the ERC, ensuring a balance between value, innovation, access, competition, and public interest.

This is where Liga Portugal must make a difference. Not as a passive observer of market transformation, but as an entity capable of shaping it. Centralization also serves this purpose: to unify the product, bring coherence to the offering, and instill ambition in how Portuguese Professional Football presents itself to the market. In a more open and pluralistic ecosystem, the risk isn't in the diversity of models, but in the inability to integrate them with a strategic vision.