Mou_CR2010app

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"The right athlete can draw new customers into a brand.“ COMERCIAL PRESENTATION 19th August 2010

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Football is the world’s most popular sport The top professional football league broadcasts are watched in every country around the world and generate audience numbers that dwarf all other professional sports combined Football’s top celebrities are global icons which have the ability to influence buying decisions across multiple territories, cultures and languages Investment in football based marketing opportunities is a cost effective way to reach multiple territories, across multiple languages Football is also the place to be if you want to reach very high exclusive potential costumers with specific products FOOTBALL: THE INFLUENCE OF THE GAME

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JOSÉ MOURINHO

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WHY JOSÉ: THE SPECIAL ONE "Please don't call me arrogant, but I'm European champion and I think I'm a special one.”

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Characteristics as coach: Guided for purposes Confidence Determined Self-esteem Results Values he represents: Leadership Strategy Confidence Success His image: Solidity Modernity Winner Professionalism Success man IMAGE THE INFLUENCE OF THE PERSONALITY

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CAREER current club Real Madrid coaching career Benfica (2000 -December 2001) União de Leiria (2001 - 2002) FC Porto (2002 – 2004) Chelsea FC (2004 – 2007) Inter Milan (2008 – 20010) Real Madrid (2010 – present) José Mourinho is considered by many to be the most charismatic manager in world football. His fierce competitive spirit, handsome looks, witty personality, linguistic dexterity, and effortless charm have allowed him to gain acclaim on the sidelines and off. Beginning his career in football management as a translator and assistant under Bobby Robson when Robson took over the helm at Sporting CP in 1992, Mourinho’s great football mind and tactical understanding for the game quickly earned him the respect and friendship of the manager. He continued his role as interpreter and coach under Robson while the duo moved to rivals FC Porto in 1994, and later to FC Barcelona in 1996. At Barcelona the pair’s mix of styles contributed to the club winning the European Cup Winners’ Cup that season. In 2000 Mourinho was given his first managerial opportunity as he was appointed manager of Portuguese side Benfica. After internal problems within the club became evident, Mourinho found a new managerial post with União de Leiria in January of 2001. Mourinho led the squad to its highest-ever finish in the club’s history, and in so doing, caught the attention of Portuguese giants FC Porto. In January 2002, Mourinho joined Porto, winning the Portuguese Liga, Portuguese Cup and UEFA Cup in 2003, and the ultimate prize, the UEFA Champions League, in 2004. Mourinho’s success led him to be linked with several top European clubs, and in June 2004 he moved to Chelsea, becoming one of the world’s highest paid managers. With Chelsea, Mourinho helped the club win its first domestic crown in 50 years, and set a string of English records in the process. Moreover, Mourinho was named the IFFHS World Manager of the Year in 2004 and 2005. After winning six trophies for the club in three years time, thus becoming the most successful manager in Chelsea’s history, Mourinho and Chelsea parted ways. In June 2008, Mourinho was appointed the manager of FC Internazionale Milano where he has seen immediate success winning the Italian Super Cup in 2008, and the Italian Serie A in 2009. In 2010 Mourinho set a new record winning Serie A, Italian Cup and Champion League in a single year.

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Futebol Clube do Porto Portuguese Liga: 2002-03, 2003-04 Taça de Portugal: 2002-03 SuperCup Cândido de Oliveira: 2003 UEFA Cup: 2003 UEFA Champions League: 2004 Chelsea F.C. FA Premier League: 2004-05, 2005-06 FA Cup: 2007 Football League Cup: 2005, 2007 FA Community Shield: 2005 F.C. Internazionale Milano Serie A: 2008-09 / 2009 - 2010 Supercoppa Italiana: 2008 Coppa de Italia: 2009-10 UEFA Champions league: 2010 ACHIEVEMENTS UEFA Manager of the Year: 2002/03, 2003/04 World Soccer Magazine Coach of the Year: 2003/04, 2004/05 BBC Sports Personality of Year Coach Award: 2004/05 FA Premier League Manager of the Year: 2004/05, 2005/06 International Federation of Football History & Statistics World Manager of the Year: 2004, 2005 Managerial Honors Individual Honors

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CRISTIANO RONALDO

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WHY RONALDO: TO BE THE BEST “I work every day to be the best ever”

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Characteristics as player: Creative Confident Courageous Strong Fair-play Values he represents: Youth Irreverence Determination Passion IMAGE LEADING THE FIELD His image: A positive symbol independently of sex, sexual orientation and age or culture.

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CAREER current club Real Madrid coaching career 2001–2003 Sporting CP 2003–2009 Manchester United 2009– present Real Madrid Started playing football at his home town in “Quinta do Falcão in Santo António (Madeira island)”. At the age of six, he began playing more seriously in a club in Madeira, the CF Andorinha (where his father was responsible for the equipment). At once and still in his “little school” he began standing out awaking others covetousness of the two biggest clubs of Madeira: Marítimo and Nacional. Of these two interests, the Nacional was the one that spoke higher and in 1996 he enters the “schools” of the Nacional CD. In 1997, at the age of eleven, he changed the National by Sporting Club of Portugal. He went trough all the training steps always with the curiosity of playing a step ahead. In 2002/2003, Laszlo Boloni invites him to join the main team, he was barely 16 years old (junior age). His first performance was in the main Sporting team in the SuperLiga on 29th September 2002 in a game against Sp. Braga, he was just 17 years old. He did 25 games with the SCP shirt, eleven of which as one of the team, and he scored three goals. On 13th August 2003 he moved to Manchester United becoming the first Portuguese playing in this English team and the most expensive young player of the history of the English football. He inherited the mythic shirt number seven that already belonged to David Beckham, Eric Cantona or George Best. He played for MU for the first time on August 16th 2003 against Bolton. On his first season in English football he played 34 games and scored 4 goals. In 2009 he moved to Real Madrid Fc in the most expensive transfer in the history of the sport . 90.000 people went to Real Madrid Stadium for his presentation. In his first year in RM, Ronaldo scored 26 goals in La Liga and 7 goals in Champions League being the most influential player in the team.

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ACHIEVEMENTS Club Awards Premier League: 2006–07, 2007–08, 2008–09 FA Cup: 2003–04 League Cup: 2005–06, 2008–09 FA Community Shield: 2007, 2008 UEFA Champions League: 2007–08 FIFA Club World Cup: 2008

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ACHIEVEMENTS Individual Honors UEFA Euro 2004 Team of the Tournament Bravo Award: 2004 FIFPro Special Young Player of the Year: 2004–05, 2005–06 Portuguese Footballer of the Year: 2006–07 UEFA Team of the Year: 2003–04, 2006–07, 2007–08, 2008–09 Sir Matt Busby Player of the Year: 2003-04, 2006-07, 2007-08 FIFPro World XI: 2006–07, 2007–08, 2008–09 PFA Young Player of the Year: 2006–07 PFA Players' Player of the Year: 2006–07, 2007-08 PFA Fans' Player of the Year: 2006–07, 2007–08 PFA Premier League Team of the Year: 2005–06, 2006–07, 2007–08, 2008–09 FWA Footballer of the Year: 2006–07, 2007–08 Premier League Player of the Season: 2006–07, 2007–08 Premier League Player of the Month: November 2006, December 2006, January 2008, March 2008 Premier League Golden Boot: 2007–08 Barclays Merit Award: 2007–08 European Golden Shoe: 2007–08 UEFA Club Forward of the Year: 2007–08 UEFA Club Footballer of the Year: 2007–08 FIFPro World Player of the Year: 2007–08 FIFA Club World Cup Silver Ball: 2008 Ballon d'Or: 2008 FIFA World Player of the Year: 2008 Onze d'Or: 2008 World Soccer Player of the Year: 2008 FIFA Ferenc Puskás Award: 2009 Second best Player of the World by FIFA: 2009

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CURRENT SPONSORS Bench marketing Campaigns overviews

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Bench marketing Communicating thought the sport is a great opportunity for any brand and the success comes with the partnership of values between the celebrity and the brand. The past experience shows the success of campaigns involving football stars and commercial or investment banks. José Mourinho is respected for his competence and the values that he represents matches with the ones that a bank or successful company must have. Cristiano Ronaldo is a top of mind football star and the most mediatic player in the world. Anything he does create news. The involvement that he is having with portuguese bank BES is a marketing and commercial huge success, giving the possibility to communicate through him but also creating specific financial products around him. Here is some examples of successful campaigns involving José Mourinho and Cristiano Ronaldo with great results and big impact.

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BPI Bank – investment solutions José Mourinho examples

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American Express José Mourinho examples

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BES BANK New credit card – campaign with Cristiano Ronaldo Cristiano Ronaldo examples Results: Only in the first semester, the sales increased 144,3% Not only the sales of the card were high. They managed to increase the number of individual clientes (+57.000) and the fidelization of the new bank acounts. Ricardo Salgado, BES CEO, public referred that the results were accomplished by the association with the player

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BES BANK Specific products taking advantage of sportive momentums Cristiano Ronaldo examples

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BES BANK Cristiano Ronaldo examples

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CGD BANK campaign with Luiz Felipe Scolari – WC winner coach Other examples “ It’s not Scolari that molds to the existing products but a new range of financial products that we can create arround him” Objectives: Specific financial products created for a comunity united with the love at football. All the product offer and comunication is designed in a totaly new way. Comunicate less finantial language and more sportive language – football codes . Long lasting segment in time – sport fan, causes, principles,….