NOS to call time on Primeira Liga title sponsorship in 2021
NOS, the Portuguese telecoms firm, is to end its title sponsorship of domestic soccer's top-tier Primeira Liga at the end of next season.
NOS first put its name to the league at the beginning of the 2014-15 season and its present three year deal, worth a reported €20 million ($21.9 million), expires at the end of the 2020-21 campaign.
It said the decision had been taking following "an assessment that the company has been carrying out for a few months and which resulted in the conclusion that, after seven seasons, the value that this partnership represented for both parties and the underlying objectives will be fully achieved."
NOS said now was the "opportune time" to inform the executive board of Liga Portugal so that the league organiser has 14 months to find a new title sponsor from the 2021-22 season.
Liga Portugal said thanks to the NOS partnership, the Portuguese top-flight is now "clearly more desirable in the commercial market," with reports in Portugal that the league is confident of a deal worth 30 per cent more than what NOS is paying, even in the current coronavirus-impacted market.
NOS, under its previous name of Zon, was the joint title sponsor of the league, together with Portuguese brewer Sagres, from 2010 to 2014 in an agreement worth a combined €4.25 million per year.
On top of its title sponsorship deal with the league, NOS is also the main shirt sponsor of top club Sporting Lisbon and holds long-term broadcasting rights to the matches of the capital club and rival Benfica.
The 2019-20 Liga NOS season is set to resume on 4 June, having been suspended since mid-March because of the Covid-19 pandemic.Sportcal