Major League Baseball’s San Francisco Giants have struck a strategic partnership with Portuguese soccer club Benfica in which the two clubs will share best practices across sports, business, and technology sectors.
The organizations will also seek to collectively develop cultural exchanges, marketing campaigns, investment and joint-venture opportunities, as well as develop exhibition matches.
The alliance follows the Giants’ joining the International Sports Museum Association (ISMA), which comprises museums and sports organizations with an international outlook and possess a “sizable collection of historical sporting artifacts.” Benfica is also a member of ISMA, along with several other major European soccer clubs including Real Madrid, Arsenal, and Bayern Munich.
“This collaboration will further allow us to connect our worlds of sport and tourism,” said Stephen Revetria, president of Giants Enterprises, the club’s venture development arm, of the tie with Benfica. “We look forward to the exchange of ideas and cultural experiences between Lisbon and San Francisco, and the development of strategic opportunities between our two storied franchises.”
Both the Giants and Benfica have been among the most successful teams in their respective sports. The Giants have won three World Series in the past decade, and eight overall in their history. Benfica, meanwhile, owns 37 Primeira Liga titles, most of any club there.
Benfica last year played a key role in additionally bringing the Giants’ National Football League neighbor, the San Francisco 49ers, in as a member of ISMA, which also has a mission of “preserving and communicating the memory and the historical heritage of world sport.” Benfica last July played an International Champions Cup match at the 49ers’ Levi’s Stadium en route to the club winning the ICC title.
“This partnership allows us to strengthen relations with one of the most iconic teams in the US, exchange ideas and experiences, and develop new strategies that will benefit both clubs and engage more fans,” said Luís Filipe Vieira, Benfica president of the tie with the Giants.