Nike marketing plan: the launch of Nike Academy in Portugal

In this master project, the objective is to develop a strategic and operational marketing plan to support the launching of a football academy, designed to ensure the physical, psychological and emotional welfare of its athletes. This football academy will be launched in Portugal, by Nike, during the summer of 2021. In this project, we have identified the potential participants, sponsors and fans, and studied the advantages that this initiative may bring to Nike. To achieve these conclusions, we made a strategic and operational study, that will allow to evaluate the impact the new service for the brand and what resources will be needed to implement this project. We studied the reality in which the current football academies are being developed, to construct terms of comparisons between them, and to understand what the good practices are, and what can be improved in this industry. We defined a marketing strategy and designed marketing-mix components, with the goal of creating a football academy that fulfills the young athletes’ needs, and not only the agents’ and managers’ needs. Our goal was to construct a model of an academy that could be followed by other football clubs, demonstrating the importance that the mental wellbeing of the players has for themselves and for their futures, but also for the clubs where they play in.