{"id":8234975,"date":"2024-03-01T20:03:58","date_gmt":"2024-03-01T20:03:58","guid":{"rendered":"https:\/\/www.aese.pt\/study-cases\/sl-benfica-the-inferno-da-luz\/"},"modified":"2026-05-14T11:07:16","modified_gmt":"2026-05-14T11:07:16","slug":"sl-benfica-the-inferno-da-luz","status":"publish","type":"study_case","link":"https:\/\/www.aese.pt\/en\/the-case-method\/case-studies\/sl-benfica-the-inferno-da-luz\/","title":{"rendered":"SL BENFICA \u2013 The Inferno da Luz"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Leading the marketing team at Sport Lisboa e Benfica since the turn of the millennium, Miguel Bento, Commercial and Marketing Director, launched an ambitious digital transformation, culminating in the creation of a revolutionary pre-match entertainment concept called \u201cInferno da Luz.\u201d This project not only redesigned the match-day experience for fans but also had a significant impact on the club&#8217;s commercial revenue and brand value. The digital transformation strategy focused on modernizing the stadium infrastructure and integrating advanced technologies to improve data collection and personalize the fan experience (customer-centric), facilitating the implementation of new fan engagement practices.  <\/p>\n\n<p class=\"wp-block-paragraph\">After a trophy-less season, SLB managed to consistently maintain a full stadium capacity through the marketing strategies implemented in recent years. However, Miguel Bento&#8217;s team questioned whether this would be enough. In recent years, several world-class clubs have invested in marketing strategies that are more brand-centric, while others have focused on more customer-centric strategies. Should the team reinforce the customer-centric strategy, switch to a brand-centric strategy, or complement the current strategy with brand-centric elements?   <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Leading the marketing team at Sport Lisboa e Benfica since the turn of the millennium, Miguel Bento, Commercial and Marketing Director, launched an ambitious digital transformation, culminating in the creation of a revolutionary pre-match entertainment concept called \u201cInferno da Luz.\u201d This project not only redesigned the match-day experience for fans but also had a significant&#8230;<\/p>\n","protected":false},"author":2,"featured_media":8234976,"template":"","study_case_category":[554],"class_list":["post-8234975","study_case","type-study_case","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.aese.pt\/en\/wp-json\/wp\/v2\/study_case\/8234975","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.aese.pt\/en\/wp-json\/wp\/v2\/study_case"}],"about":[{"href":"https:\/\/www.aese.pt\/en\/wp-json\/wp\/v2\/types\/study_case"}],"author":[{"embeddable":true,"href":"https:\/\/www.aese.pt\/en\/wp-json\/wp\/v2\/users\/2"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.aese.pt\/en\/wp-json\/wp\/v2\/media\/8234976"}],"wp:attachment":[{"href":"https:\/\/www.aese.pt\/en\/wp-json\/wp\/v2\/media?parent=8234975"}],"wp:term":[{"taxonomy":"study_case_category","embeddable":true,"href":"https:\/\/www.aese.pt\/en\/wp-json\/wp\/v2\/study_case_category?post=8234975"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}