All-New Liga Portugal Logo & Branding Revealed
- Sponsorship: Liga Portugal has secured a five-year title sponsorship deal with betting firm Bwin, resulting in the league being named Liga Portugal Bwin until 2026.
- Rebranding: Liga Portugal has unveiled a new logo and visual identity, aiming to modernize its image and enhance its international presence.
- Brand Identity: The new logo is inspired by the Lusitano horse and symbolizes the league's dedication to talent, passion, and unique qualities within Portuguese football.
Update: Liga Portugal announced a five-year title sponsorship deal with betting firm Bwin in April 2021, valid until 2026.
The Portuguese league will be called Liga Portugal Bwin Until At Least 2026
The Portuguese first division will be known as "Liga Portugal Bwin" for at least until 2026. The league released the new Liga Portugal Bwin logo on Friday.
Liga Portugal Announce Bwin as Title Sponsor
Liga Portugal Bwin Logo
The Portuguese league released an all-new visual identity on August 28 in Porto. The brand renewal of the Liga Portugal aims "to reposition the league in the world towards internationalization".
From Summer 2021, the first Portuguese league will be no longer known as Liga NOS. The telecoms and pay-television broadcaster NOS will not extend its contract that started in 2015.
All-New Liga Portugal 2020 Logo
The all-new Liga Portugal logo boasts a modern look that is inspired by "the Lusitano horse silhouette, represents the determination, strength, agility, intuition and 'portugality' of Portuguese football and also the dedication and passion for the game of Portuguese fans".
"Creating and boosting talent are unique features of Liga Portugal. These were the main aspects, as well as the need for modernisation and entering the global digital market, that motivated this rebranding of Liga Portugal".
The Liga Portugal rebranding bears the name of the VMLY&R Branding agency, who were responsible for several projects such as the UEFA Euro 2020, the FIBA Basketball World Cup 2019 in China, the FIFA Guardians and the UEFA Nations League, a competition in which, in addition to the brand, they have also designed the trophy.
Pedro Gonzalez, Chief-Executive of the agency, states that "consolidating Liga Portugal's positioning through an identity system that will allow it to ambition moving up in the ranking of best football leagues in the world is the main objective of this project".
Susana Rodas, Liga Portugal's Executive Director for Marketing, Commercial and Business Development stresses that "this whole new brand was developed with a view towards Liga Portugal's positioning: Football with Talent". "We will now have a more valuable approach and a more proactive promise, which is creating Talent", she added, thus sending a message to the fans: "Our new logo is a bolt, a burst, a statement, a bold way of declaring our tenacity and audacity of being unique. In addition to that, despite being a small country, our Football is one of the best in the world".
Hélder Pombinho, Creative Director of this project, adds that "after so many years of working on international brands for UEFA and FIFA, having the possibility of developing a project like this in Portugal was definitely something we have always aspired doing. And this is just the beginning!”
What do you think of the new Liga Portugal branding? Share your thoughts in the comments below.
Lovely: QPR 26-27 Home, Away, Third & Goalkeeper Kits All Feature Hoops
Queens Park Rangers have become the first Championship club to release their full set of kits for the 2026-27 season, and Erreà has delivered a uniquely consistent design approach by featuring hoops across all outfield and goalkeeper shirts. The traditional home shirt sports the classic blue and white hoops with amber trim, while the away kit introduces a two-tone lilac hoop design with a blue and white collar. Completing the outfield collection is a stealthy blackout third shirt with tonal hoops.
Every shirt also includes a special back neck logo commemorating the 60th anniversary of the club's 1966-67 League Cup victory, with the goalkeeper kits fully mirroring the hooped aesthetic of their outfield counterparts.
Barcelona 26-27 Third Windrunner Hoodie Leaked - Third Kit-Inspired
We can leak a Barcelona 26-27 third Windrunner hoodie, inspired by the club's 26-27 third kit.
The Nike Barcelona 26-27 third Windrunner features a striking three-tone colorway combining navy blue on the lower body, black on the upper chest and hood, and a bold turquoise chevron panel across the chest that ties the two together.
Tribute to Miami: Special Pink Referee Kit for Saudi Arabia vs Uruguay 2026 World Cup Match in Miami
The referees officiating the 2026 World Cup match between Saudi Arabia and Uruguay will wear special pink jerseys. Set to take place in Miami, the unique referee kits are designed as a tribute to the host city, specifically drawing inspiration from its iconic pink flamingos and famous sunsets. This marks a rare occasion where match officials wear custom-themed attire dedicated to a host city's cultural symbols rather than standard referee templates.
Chelsea 26-27 Third Training Kit Leaked
We can leak the Nike Chelsea 26-27 third training kit.
Made by Nike, the Chelsea 26-27 third training kit combines a white body with royal blue and red detailing throughout - this mirrors the color palette of the club's retro-inspired third match kit. The retro CFC lion crest sits on the chest alongside the red Nike swoosh, while a large "CHELSEA" lettering in a vintage collegiate font appears across the back of the top and on the leg of the matching blue training pants.
Purple Nike Mamba Barcelona 26-27 Away Training Kit Leaked
We can leak the Barcelona 26-27 away training kit, revealing a striking purple and gold colorway.
The Barcelona 26-27 away training top features a purple base with black side panels and gold detailing throughout, including a gold Spotify sponsor logo on the front, the Kobe Bryant Mamba logo on the chest and the Barcelona crest in gold. A bold "BARÇA" lettering in an aggressive gothic-style gold font on the back completes the look.
The Barcelona 26-27 away training kit is set to accompany the club's away match kit for the new season.
