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End of the line for NOS’ Portuguese Primeira Liga title sponsorship

(Photo by Gualter Fatia/Getty Images)

The Portuguese Primeira Liga, the country’s top-flight football league, will lose telecoms and pay-television broadcaster NOS as its title sponsor at the end of its contract.

The company has taken the decision not to renew its deal which expires at the conclusion of the 2020-21 season.

NOS came on board as sole title sponsor at the start of 2015. Before that, NOS was the joint title sponsor of the league (alongside beer brand Sagres) under its previous guise as ZON Multimedia.

The current deal is reported to be worth just over €6m ($6.6m) per season and represents approximately 70 per cent of the league’s income.

In a statement, the brand indicated it had been considering the decision for several months and had come to the conclusion that the full value of the partnership had been realised and its objectives fulfilled.

Sónia Carneiro, the league’s executive director, told the Lusa news agency that the announcement gives the league 14 months to find a new sponsor.

She said: “The naming rights are now worth 30 per cent more than [the sum] negotiated with NOS in 2017.”

The Primeira Liga is currently suspended due to the Covid-19 outbreak, but is due to resume on May 30.