André Bernardo, Sporting’s vice-president, recently joined a panel at the Portugal Football Summit. The discussion, titled ‘Growing with Soul: How Clubs Expand Without Losing Their Heritage,’ explored big ideas. Beyond the main talks, Bernardo shared insights into the Lisbon club’s strategy. He quickly highlighted the ongoing work at the famous Cristiano Ronaldo Academy.
He stressed that respect for legacy is key for Sporting. Their main business is sports, and players are its heart. Athletes are the heroes, but they are also just people. Some forget this, trying to copy success without understanding the human side. In our digital world, these players often have more influence than big brands. Cristiano Ronaldo, for example, is arguably the biggest brand globally, a true “one-man show” even with a team supporting him. We see similar stories in music. These individuals become incredibly powerful, more visible than many companies. This is a game-changer, and Sporting has a special talent hub. Think back to Portugal’s 2016 European Championship winning team; 80% of those players came from Sporting’s youth system. The club aims to build on this, as most of those players are proud of their academy roots. Cristiano is a great example, but many others, from tough backgrounds, also found their start here. Everyone knows Cristiano’s story, how his mother, a huge Sporting fan, brought him to the academy as a boy. He often talks about being far from home, calling, and missing his family. Young talents like Quenda show that emotional link to the club. It goes beyond football. Many kids live at the academy from age 12 or 13. Only about 0.1% of a thousand young players truly make it big. The vice-president also mentioned how the club uses the CR7 brand in its plans.
Sporting recently launched a strategic plan that truly defines their identity. This plan respects the club’s history and legacy, making its purpose even clearer, not creating a new one. Bernardo reflected on his own attempt to create a brand 22 years ago, which didn’t quite take off – “otherwise, I wouldn’t be here,” he joked. Back then, there was no e-commerce. Now, with just a phone, internet, and social media, products can reach a global audience in seconds. The club aims for growth driven by fan engagement. For instance, a collaboration with Cristiano Ronaldo and Nike brought 80% of its traffic from the internet. Bernardo also shared what’s next for the club.
Everyone knows Cristiano’s story, how his mother, a huge Sporting fan, brought him to the academy as a boy
André Bernardo
Vice-president of Sporting
The club is set to change its e-commerce platform and introduce “My Way.” This name comes from the club’s anthem. They are focusing on personalization, allowing fans to pick and combine different items for their own unique collection. It’s all about getting closer to the fans. With today’s tools, this can be done worldwide. The hope is these efforts will help reach a bigger international audience. Bernardo admitted, “We are a small country. Will we succeed? Our rivals have much more money than us.”
Bernardo also talked about their successful social media strategy and how they interact with Sporting fans. He said, “We are very focused on boosting fan engagement. We are a small country, but there’s a paradox of scale, I’d say.” He explained that if they could capture the interest of just one percent of a much larger global area, they might end up with more fans than they have in Portugal. Also, locally, people rarely switch clubs. There’s a deep family bond; love for the club often passes from parent to child. Outside Portugal, people might have a main club but also follow others, not just for sports reasons.
With the club back in the Champions League this season, Bernardo looked at the impact of European competition. He pointed out the direct financial rewards, but also the massive boost in reputation. Studies show everything changes once a club has a history in the Champions League. Stepping onto that stage brings huge publicity and attention to the club’s brand. There’s also a direct effect on players; their value goes up, and any doubts they might have about playing in Portugal disappear. It’s a mix of direct and indirect benefits. It’s a ticket to the global spotlight. He affirmed that they pick players they believe are best for the team, focusing on specific targets. On social media, much of the club’s reach comes from the profiles and popularity of its players. He added that they are still working to be more effective and are constantly improving in this area. Bernardo shared these thoughts alongside Mirwan Suwarso from Como and Stacy Johns from Los Angeles FC.