Portugal: NOS (telecom) will not extend as title sponsor of the first division after 2020-21

NOS, a telecommunications group, will not extend as title sponsor of the Portuguese first division, the Liga NOS, after 2020-21, the group announced on 26/05/2020.

"NOS understands that it is timely to announce its intention not to renew the agreement with the League after 2020-21. This decision is the result of an assessment that the company has carried out for a few months and which it has It was concluded that after seven seasons, we will have achieved the goals we set for ourselves," stated NOS.

NOS has been a partner of La Liga Portugal since February 2015. For the 2014-2018 cycle, the telecom group paid €4.3m annually to the Portuguese League, while the amount for the 2018-2021 extension has reached €6m annually.

"The naming rights are now worth 30% more than the amount negotiated with NOS in 2017," said Sónia Carneiro, executive director of La Liga Portugal, to the Portuguese press agency Lusa on 26/05/2020. Indeed, the League had Nielsen Sports assess the commercial value of its sponsorship assets for 2019-20, on 22/05/2020. The consulting firm has established that the…