With millions of fans spread all over the world, Benfica is proud of being one of the greatest ambassadors for Portugal internationally. The Club is represented by an eagle, the most majestic and imperial of all animals, the one that flies highest and has an unparalleled instinct for survival. Benfica, much like its Eagle, is singular and enduring. Its motto, E Pluribus Unum (“Out of many, one” or “All for one”), has been used since 28 February 1904, and it is as current today as it was back then. The brand’s values are likewise immutable, and remain at the heart of the club’s membership and fan base: Portugality and Tolerance, Unity and Community Spirit, Generosity and Attachment, Partnership, Mystique and Energy, Democracy and Respect, Eclecticism, and Sportsmanship. These are the fundamental pillars of the Club that appeal uniquely to the emotions of its supporters.