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The purpose of this study is to consolidate the knowledge and learning from the field lab at SL Benfica and propose a conceptual framework for customer-based lifecycle segmentation that suits the club’s needs and its customer base. Relevant customer relationship management and segmentation literature was reviewed and served as the basis for the proposed segmentation method supported by 78 qualitative semi-structured interviews with Benfica supporters. Benfica needs to improve its targeting and marketing efforts and realize the true potential behind certain segments of customers within its database by applying a customer-based lifecycle segmentation technique as proposed in this study.