Simão Sabrosa Trades Diplomacy for Dugout to Recraft Benfica's Blueprint

Benfica’s board has reached for a familiar face as it redraws its football chain of command. Former club captain Simão Sabrosa will step out of the diplomatic corridors and back onto the touch-line—this time suited, not booted—as the new technical director for the men’s first team. The move, effective from the opening whistle of the 2025/26 campaign, headlines a busy summer of back-office changes at Portugal’s most-followed club and signals a stronger push to translate boardroom strategy into results on the pitch.

Why the shuffle matters beyond the red half of Lisbon

For anyone living in Portugal, it is hard to ignore how Benfica’s fortunes ripple through the country’s football economy, media coverage and even traffic patterns around the capital. When the 38-time national champions tinker with their governance model, the effects quickly reach television rights negotiations, sponsorship deals and the perennial talent export market that many smaller clubs rely on. Expat supporters and neutral observers alike will notice that the appointment of a high-profile alumnus reflects Benfica’s attempt to blend corporate know-how with saudade-infused identity at a time when Portuguese clubs are under mounting pressure to keep pace with wealthier European rivals.

From right wing to decision-making nerve centre

Simão, now 45, may be remembered abroad for his stints at Barcelona and Atlético Madrid, yet in Portugal his legend is forged in six seasons wearing the Benfica armband. Between 2001 and 2007 the Trás-os-Montes native collected 1 league title, 1 Portuguese Cup and 1 Super Cup, becoming the club’s leading scorer of the 2000s. After retiring, he eased into media punditry before Benfica president Rui Costa—himself a former playmaker—pulled him back in 2021 as director of international relations, a role heavy on diplomacy and commercial outreach. Stepping up to technical director puts him in daily contact with the first-team squad, training-ground staff and scouting units. In practical terms, he will trade long-haul flights for front-row seats on the bench at the Estádio da Luz.

What a technical director actually does in Portugal

The job description varies from club to club, but at Benfica the position is tasked with overseeing recruitment, shaping a unified playing philosophy and acting as buffer between the head coach and the board. Portuguese clubs are famous for buying low, selling high; the technical director sits at the centre of this wheel, green-lighting teenage prospects from Brazil one day and negotiating exit clauses for prime-aged stars the next. Performance analysis departments, sports-science labs at Seixal and youth-team coaches all report up the same chain, so Simão’s football IQ—and his locker-room credibility—will be tested on matters ranging from GPS load data to whether a 17-year-old left-back is ready for Champions League minutes.

A summer of musical chairs on the Avenida General Norton de Matos

Simão’s promotion is only the most eye-catching piece of a broader executive reshuffle. Former centre-back Luisão vacated the technical post late last year, while communication chief Ricardo Lemos has been replaced by journalist Gonçalo Guimarães. Mário Branco, ex-PAOK Thessaloniki, has slid into the newly created role of general manager for football, consolidating budget oversight and international compliance. Sporting director Rui Pedro Braz will bow out once the current transfer window closes, trimming another layer from the decision tree. Taken together, these moves suggest President Costa wants fewer intermediaries and clearer accountability heading into a season that will again feature league, cup and European campaigns.

The calendar ahead: transfer window and Champions League qualifiers

With preseason friendlies already under way, Simão’s first visible test will be closing the striker gap left by January’s €65 M sale of Gonçalo Ramos to Paris Saint-Germain. Benfica’s recruitment cell has been tracking South American forwards and a Ligue 1 centre-back; final calls will now cross Simão’s desk before they hit the board for financial approval. Concurrently, head coach Roger Schmidt must navigate Champions League third-round qualifiers in early August—matches worth roughly €25 M in group-stage revenue if Benfica progress. Expect Sabrosa’s influence to show in squad depth decisions, especially regarding the club’s talented U-23 graduates who could save millions in the market.

Why foreigners in Portugal should keep an eye on this story

Benfica’s brand power extends to language schools, sports bars and Airbnb bookings whenever a big night at the Luz coincides with city-break tourism. A more hands-on technical director with a fan-friendly profile could translate into enhanced stadium experiences, bilingual digital content and merchandising pushes that cater to Lisbon’s growing international community. Meanwhile, property owners near the stadium will be watching attendance projections, as the club pivots marketing to expatriates and tourists. If Simão’s tenure delivers both results and style, Lisbon could find itself hosting deeper Champions League runs—never a bad thing for hotel occupancy and the city’s global profile.

Portuguese football thrives on narrative as much as numbers, and Simão Sabrosa offers both. His challenge now is to ensure the next chapter at Benfica is written in trophies rather than nostalgia.