In 2020, Sport Lisboa e Benfica experienced its most hotly contested elections ever, with one of the primary contenders being João Noronha Lopes. Even though he didn’t secure victory, the entire campaign marked an unprecedented occurrence in Portugal. This uniqueness extended not only to the realm of football but, I would venture to argue, also within the political sphere.

Street posters, digital initiatives, guerrilla marketing, mobile stands, live events – all were part of the same campaign, consistently driven by the spirit of triumph and a deep love for the club (entirely unbiased, of course :P).