The Portugal Competition Authority has given the green light to a centralized model for selling broadcast rights to professional football matches, a system that will change how clubs in the country's top two divisions earn money starting in the 2028/29 season. The shift marks the end of individual deals struck by wealthy clubs and promises a more predictable revenue flow for smaller teams.
Why This Matters
The centralized model will end individual broadcast negotiations for clubs like Benfica, which secured €104.6 M for two seasons from NOS in January. Starting 2028, all clubs will participate in a collective rights sale, with the revenue pot estimated at €225 M to €250 M annually. This guaranteed income structure is designed to reduce financial disparities across the league, with the current income gap between top and bottom clubs expected to narrow significantly.
The Portugal Competition Authority (AdC) emphasized that the model requires at least two broadcast operators to compete, preventing monopolies and potentially improving access and pricing for viewers. The change also means mid-table and smaller clubs will gain financial stability, potentially improving squad depth and infrastructure.
A Mandate Approved, But Not Unanimously
In early June, the professional clubs of Portugal's top two tiers voted with roughly 80% approval for the distribution formula proposed by Liga Centralização, the entity tasked with selling the collective rights. The Portugal Football Federation (FPF) and the Portuguese Professional Football League (LPFP) jointly backed the scheme, which the AdC now says "incorporates relevant structural mechanisms to promote competition."
Yet the vote revealed fault lines. Benfica voted against the proposal outright, while Nacional abstained and presented an alternative model that would have split half the total pot equally among all clubs, regardless of performance or market size. Nacional's plan reflected concerns among mid-tier and smaller clubs about how rewards are distributed.
The centralized approach was mandated by the Portugal Cabinet in 2021, following a memorandum of understanding between the FPF and LPFP. It takes full effect in the 2028/29 season.
How the Money Will Be Split
Under the approved distribution key, 90% of annual revenue flows to the 18 clubs in the Primeira Liga, with the remaining 10% allocated to the Segunda Liga. For top-tier clubs, five weighted criteria determine each team's share:
Sporting merit (57.5%): This is the single largest slice, rewarding final league position, historical standings over recent seasons, and contribution to Portugal's UEFA coefficient. Clubs that perform well in domestic competition and European tournaments will see larger payouts.
Equal share (20%): Every Primeira Liga club receives an identical baseline amount, ensuring that even the lowest-ranked team has guaranteed income.
Stadium attendance and TV audiences (17.5%): Clubs that draw larger crowds and generate higher viewership earn more, incentivizing investment in fan experience and marketing.
Broadcast facility quality (3%): Teams that provide superior infrastructure for live production receive a small bonus.
Pitch and media conditions (2%): This minor component rewards clubs that maintain top-quality playing surfaces and press facilities.
What This Means for Residents
For fans and expats in Portugal, the centralized model carries tangible implications:
• More choice at checkout: The AdC's requirement for at least two major operators to carry matches means viewers should face genuine competition on subscription prices and bundling options. Previous single-operator dominance often led to expensive, inflexible packages.
• Broader coverage: With rights segmented into multiple lots, more platforms may enter the market, increasing the likelihood that casual fans can watch top-flight football without committing to a full-season subscription.
• Stability for local clubs: Mid-table and smaller clubs—many of which are regional anchors—will gain financial predictability. This could translate to more competitive matches and a healthier second tier.
• Transition period ahead: As the 2028 deadline approaches, expect adjustments as the league prepares for the centralized system. The first centralized auction will set the tone for years to come.
Regulatory Green Light with Conditions
The AdC's approval came with explicit conditions. In its statement, the authority emphasized "the need to guarantee a plurality of acquirers, avoiding concentration of all relevant rights in a single operator, and to provide competitive safeguards throughout the entire value chain, for the benefit of final consumers of football content."
The authority will monitor auction outcomes closely to preserve competition. The segmentation into lots—likely domestic versus international, or premium versus standard time slots—is designed to prevent monopolistic control.
The authority also praised the LPFP and FPF for building "transparent and periodic competitive procedures" into the framework.
What Comes Next
With regulatory clearance secured, the LPFP and FPF will now finalize auction rules and begin outreach to potential bidders. Existing operators like NOS, Eleven Sports, and Sport TV are expected to compete.
For clubs, the countdown to 2028 is both an opportunity and a challenge. Those that invest in stadium upgrades and fan engagement stand to maximize their share under the new formula.
For supporters, the promise is clear: more competition among broadcasters and—if the model works as intended—more compelling football from a competitive league. Whether that promise materializes depends on how aggressively bidders pursue the rights and how effectively the LPFP negotiates on behalf of Portugal's football ecosystem.
