The Brand: League 3

The Campaign: Launch of the new national competition (3rd Division)

Brand Challenge: From 2021/22, Liga 3 will represent the third tier of Portuguese football that will give access to the current Liga Portugal 2.
The creation of a new competition that will give access to professional football was developed with the aim of responding to a series of challenges in the current scenario:

a) Increase competitiveness;
b) Improve game quality;
c) Bringing local football fans closer together;
d) Create development spaces for the young Portuguese player in the transition from under-19 to seniors.

In a national context full of competitions, it is important to find a relevant positioning that differentiates Liga 3 in Portugal, especially when the lower football divisions are usually associated with amateurism, poor quality football and lack of supporters.

Strategic Approach: What is Liga 3 and how can it bridge the gap between fans and clubs? The need for differentiation in this new competition is essential to create a statement in the country. This is not the main league (where Porto, Benfica and Sporting play), but it is a different league that the FPF wants to promote as a laboratory of new ways of watching football, both in terms of platforms and in communication.

So what is Liga 3? This is the league that will give visibility to the best teams in non-professional football. The league that will tell the stories of overcoming clubs and athletes. The league that appeals to the purer and more joyful side of fans fighting for a dream. The league that elevates the noblest and most genuine values ​​of football with a strong sense of regional and community support.

To sum it up, this is the new old’ football. Football in its less plastic state, together with new ways of looking at sports:

a) Emotional attachment of fans who live the passion of football in its purest state;

b) A new competition that wants to renew the way football is seen and lived, meeting the mission of Channel 11 (FPF TV Channel).

Creative Concept: Puro Futebol - Pure Football

Branding: Liga 3's graphic identity is intended to emphasize pure football and the plurality of regions, in sports and social terms.
The graphics are centered on the number “3”, designed with electrifying shapes, where from the central black a luminous and varied chromaticity stands out. In this way, it is intended to represent the plurality of clubs, the modernity of the competition, but also having a versatility in the logo that allows it to serve as a means to transmit messages of a social character.

Creative Idea: Football is passion, something that fans live in a special way in supporting their club. However, in Portugal, this passion is even more unique when it comes to the the close connection we all have with our hometown club - it was there that we learned to love football. We all support our National Team and we all have a big favorite club, but "our club" is and always will be our first love.

To translate this logic into a film, together with the agency, a song was created that conveys this special affection between fans and their regional club.

English Translation

(Fans)

Pure are the ones that vibrate on the stadium
With friends or with girlfriends
Those who watch the game in the cafe
And who believe that this will be the year

(Clubs)

Pure are those who have the passion
That work every day with their heart and soul...
It will always be for the love of the jersey
With joy and a great ball control

(Athletes)

Pure are the stars that are growing
in the team from the land that saw them born
Those who feel and show without shyness
The pride of playing in Liga 3

All the footage from the film creatively recreates the reality that is lived in this pure football that will be played in Liga 3.

Credits

CMO: Nuno Moura
Project Manager: João Anino
Marketing Strategist: Telmo Esteves
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Agency: Moon
Production: Playground