O Sport Lisboa e Benfica é um clube histórico em Portugal e no mundo e por isso os seus Sócios e adeptos estão em todos os continentes. O projeto em estudo tem como objetivo reestruturar o RED PASS, lugar anual que dá o privilégio aos Sócios do SL Benfica de assistir aos jogos que se realizem no Estádio do Sport Lisboa e Benfica. Foram estudadas as motivações, razões, identidade, envolvimento e a criação de novos produtos nos segmentos: Sócios detentores de RED PASS, Sócios que já tiveram RED PASS, Sócios, ex-Sócios e adeptos. Neste estudo determinar-se-á como os diversos segmentos se identificam e envolvem com o clube e quais as consequências a nível do brand equity e de negócio a uma possível reestruturação do RED PASS.

Sport Lisboa e Benfica is a historical Portuguese and Worldwide Sports Club, which justifies that it has fans and supporters spread across the five continents. The subject under study is the restructuring of the RED PASS, the season ticket that gives access to club members to attend all football games held at Sport Lisboa e Benfica Stadium, during one football season. We have studied the different motivations, reasons, identity, engagement and the launch of new products in the following segments: RED PASS current holders, previous RED PASS holders that have not renewed, club members that have never acquiered the RED PASS, previous club members and general supporters. The main objective of this study is to understand how the different segments interact and engage themselves with the club and which impact a possible restructuring of the RED PASS might have on the brand equity as well as in the business.