As someone who works in football but, above all, is a true sports lover, I can’t help but feel increasingly frustrated with the state of sports in Portugal. The problem isn’t just that everything revolves around football, though that in itself is an issue, but how even football is treated in the media.
Turn on the TV, and you’ll be met with an endless cycle of so-called football programs that have little to do with the sport itself. Instead of discussing tactics, player development or the evolution of the game, these shows are obsessed with club politics, refereeing decisions, transfer gossip and every possible controversy except actual football. And who are the “experts” leading these discussions? More often than not, they are individuals who have never kicked a ball, who are openly linked to clubs or who simply use football as a stepping stone for their personal agendas. There are exceptions, of course, the program like the one led by Cláudia Lopes or some of the content on Canal 11 show that it is possible to talk about football with intelligence and depth. But the sheer volume of meaningless noise on mainstream channels drowns out these few quality efforts.
Meanwhile, other sports are left in the shadows. Portugal has athletes achieving incredible feats in athletics, judo, handball, cycling and countless other disciplines. But their stories rarely make headlines. When was the last time a national record in any non-football sport received widespread media attention? When did a top-performing athlete from another discipline get the recognition they truly deserved? And here lies the real issue: this is not just the media’s fault. The failure extends to the federations, the government and every institution that should be promoting sports in Portugal. Year after year, they neglect to build a proper strategy that fosters a strong, diverse sporting culture. There is no serious investment plan, no vision beyond football, and, worse, no real desire to change the status quo.
If we look at Spain, we see what happens when a country takes sports seriously. About 20 years ago, Spain implemented a strategic, well-funded plan to develop multiple sports, and today, they are reaping the benefits. Spain is a powerhouse in tennis, basketball, handball, motor racing and more, with world-class athletes and teams competing at the highest level. This success did not happen by accident, it was the result of a clear strategy, institutional support, financial incentives and a fundamental shift in mentality.
Despite all this, Portuguese football faces a crisis that few dare to address: financial sustainability. Most clubs are operating at the edge of financial collapse (or have already fallen off it), costs keep rising, but revenues don’t keep pace. If nothing changes, we will continue to see clubs drowning in debt, unable to invest in their future. It’s time for a radical shift. Portuguese football urgently needs a strategy to cut operating costs: taxes, security, travel, hotels, insurance, etc., by negotiating and centralizing expenses with specialized companies. If clubs could reduce this financial burden, they could finally invest in infrastructure, youth development and long-term projects instead of merely fighting to stay afloat. Otherwise, we are dooming the game to an endless cycle of short-term survival, where clubs pile up debt but create no real value.
If we truly want a healthier sporting culture in Portugal, we must change the narrative. The football debate needs to be about football, Portuguese sport as a whole must be given the space it deserves and football clubs must be given the tools to thrive, not just survive. The solutions are there. What’s missing is the will to act.
Nuno Azevedo e Cardoso