Popeye and Sport Lisboa E Benefica Kickoff a Partnership for Fitness and Strength
Beloved Cartoon Icon Joins Forces with Portugal’s Premier Football Club to Celebrate 95 Years of Strength and Health as the World Looks Toward the 2026 World Cup
New York, NY — Popeye the Sailor Man is joining forces with Sport Lisboa e Benfica, Portugal’s premier football club, in a partnership that combines timeless athleticism with modern sporting culture. The partnership was brokered by Caravanserai, King Features’ licensing agent in Spain, and positions Popeye and his iconic counterpart, Olive Oyl, as the official spokescharacters for the Benfica Sports Enterprise, beginning with the Benfica Football Club.
As part of this collaboration, exclusive Popeye and Olive Oyl costumes have been created to bring energy and fun to Benfica’s sporting events. Fans can look forward to seeing these beloved characters in action at events starting today.
Further solidifying this partnership, Benfica will launch a line of co-branded Popeye and Olive Oyl clothing and accessories, available in Benfica Official Stores, online, and through global distribution beginning in February 2025. This collection is designed to celebrate the shared values of fitness, determination, and resilience—qualities embodied by Popeye and embraced by sports enthusiasts worldwide.
“With Popeye’s enduring legacy as an American icon of strength and health, partnering with the premier Benfica Sports Enterprise Club is a natural fit,” states Carla Silva, SVP/GM, and Head of Global Licensing for King Features, a division of Hearst. “As the United States gears up to host the World Cup in 2026, this collaboration underscores our strategic commitment to growing in the sports and location-based entertainment sectors, uniting fans worldwide in a shared celebration of athleticism and community.”
The partnership builds on Popeye’s rich history as a cultural icon, inspiring generations to live with strength, grit, and heart. Now, alongside Benfica, Popeye and Olive Oyl are poised to inspire new audiences to embrace an active, healthy lifestyle through the universal language of sport.
