João Noronha Lopes, a challenger for the presidency of Portuguese football giant Benfica, has sharply criticized the club’s current financial management and strategic direction under incumbent Rui Costa, presenting his own detailed platform days before a crucial run-off election.
Lopes accused Costa’s administration of financial unsustainability, citing annual losses of approximately $16.2 million (€15 million) and what he called “rushed sales” of key young players like João Neves and Marcos Leonardo. He claims the club lost around $65 million (€60 million) over several years without adequate player sales.
The candidate questioned the wisdom of spending approximately $140 million (€130 million) on transfers while still facing the need for winter market acquisitions. He specifically highlighted players like Meité, Jurásek, and Arthur Cabral, who he said failed to perform and had to be sold.
Lopes pledged to consult extensively with José Mourinho, his proposed future coach, on all transfer decisions. He aims to establish a robust scouting structure, bringing back experienced personnel like Nuno Gomes and Vítor Paneira to identify talent earlier and at lower costs, focusing on both national and international markets.
He emphasized retaining young talent, arguing players should prioritize winning championships with Benfica before moving abroad. Lopes criticized the early sale of João Neves for an estimated $54 million (€50 million), linking it to the high transfer spending during an election period.
Lopes also targeted Benfica’s communication strategy, describing it as passive and issuing “meek statements” in response to perceived injustices, such as a controversial incident involving player Belotti. He accused President Costa of being “limited” in his ability to criticize figures like Portuguese Football Federation President Pedro Proença.
If elected, Lopes promised a more assertive club voice, with a dedicated communications director and a president willing to speak on important matters.
On fan engagement, Lopes vowed to freeze season ticket prices, rejecting a roughly 20% increase. He positioned Benfica as a “club of the people” that should not be exclusive to elites, promising improved member benefits and engagement.
Beyond player sales, Lopes’s financial strategy includes securing successful Champions League campaigns, negotiating strong television rights deals, and developing commercial revenues through merchandising and social media. He supports the idea of a squad salary cap.
He also proposed attracting strategic minority investors to the club’s corporate entity (SAD), drawing parallels to models used by clubs like Bayern Munich, while ensuring Benfica retains at least two-thirds control.
In a final jab at Costa’s leadership, Lopes claimed that many on the incumbent’s list, including Vice-President Humberto Coelho, were unclear about their roles. He contrasted this with his own team, whose members, he asserted, know “very well what they are going to do.”
Lopes expressed satisfaction with reaching the second round of the presidential vote, set for November 8, calling it an “extraordinary manifestation” of support for Benfica. He committed to supporting the eventual winner if he loses the election.