Benfica expands global presence

In a landmark month for Sport Lisboa e Benfica, the club has taken two major steps in its international strategy — unveiling the Benfica Immersive Store, a groundbreaking virtual fan experience, and inaugurating its new Residential Academy at Saint Leo University in Florida, USA.

These initiatives showcase Benfica’s bold commitment to innovation, youth development, and global fan engagement.

The launch of the Benfica Immersive Store, developed in partnership with tech company Infinite Reality, marks the first time a football club has introduced a 3D digital shopping experience powered by a multilingual AI concierge. Accessible directly via slbenfica.pt, the platform allows fans to explore a virtual locker room, browse official merchandise in 3D, and receive real-time support from a lifelike AI assistant — all without the need for VR equipment or downloads. The store also includes content from Benfica’s debut at the FIFA Club World Cup as the club further engages with its international community.

In the same week, Benfica celebrated the grand opening of its Residential Academy in Florida, led by club President Rui Costa. Located at Saint Leo University, the new academy brings Benfica’s award-winning training methodology to North America, starting with 100 student-athletes and plans to grow to 500. The training will be led by Benfica-certified coaches and will combine elite football education with academic development, reflecting the club’s long-standing values and excellence in player development.

The inauguration event featured Benfica Board Members, local community figures, and former academy graduates — now first-team players — Florentino Luís, Renato Sanches, and Joshua Wynder. The opening of the academy coincides with Benfica’s historic participation in the inaugural expanded FIFA Club World Cup, adding to the significance of this international expansion.

Together, these milestones signal Benfica’s evolution into a truly global football institution — one that champions innovation on the digital front and nurtures talent across borders.