All-New Liga Portugal Logo & Branding Revealed

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.