João Noronha Lopes, who seeks to lead Benfica, holds a clear vision for the club’s future on the European stage. He dreams of seeing the “Eagles” reach the Champions League final in Budapest next year. This ambition isn’t just a casual wish; it’s a deep desire to restore Benfica to its former glory.
“Budapest, next May, for the Champions League final, that’s where I truly want to go,” Lopes shared in a recent conversation. “I hope Benfica will be there. My dream is a European Benfica. That’s how I grew up, seeing Benfica compete in Europe. That’s how we became great.” He acknowledged the challenge. “I know it’s hard, I know we must work for it. But we absolutely need that ambition.” These remarks came during a chat with comedian Manuel Cardoso, a supporter of Lopes’s bid, made available on YouTube and Spotify.
His approach to club matters seems to mirror his personal habits. Lopes once organized a trip for his family to Amsterdam to watch Benfica play Chelsea in the 2013 Europa League final. Benfica lost that match 2-1 due to a late Ivanovic goal. He jokingly mentioned his dislike for paying extra fees. “If I can avoid paying commissions on anything in life, I will,” he said, touching on the idea of intermediaries making money from the club. “Only the result didn’t go our way,” he added, recalling the painful loss.
Lopes also looked back at darker times, drawing a sharp contrast. He expressed a fondness for the country of Vietnam. However, he spoke of “Benfica’s Vietnam,” a period when the club nearly lost its essence. “I will do everything to ensure we never return to those times,” he vowed. This difficult chapter in the club’s history prompted him to encourage Manuel Vilarinho to run for president. Lopes believes Benfica must always remain in the hands of its members. Vilarinho, a former president, now backs Lopes’s current campaign.
Thinking about future opportunities, Lopes recalled a meeting in the USA. He met Ed Filomia, the senior director of Broadcast Services for the NBA’s Miami Heat. This happened when Lopes was in America to see Benfica play Boca Juniors in the Club World Cup. The Miami Heat are known for their creative team. Lopes plans to make Benfica TV (BTV) a center for excellent content, inspired by such models. This, he believes, will open up new revenue streams for the club. “There’s huge potential to tap into in this area,” he stated, outlining his forward-looking strategy.