The FC Barcelona is working to find sponsors who can advertise on its different media ‘in order to obtain income in a time that is more than complicated by the impact of the pandemic. One of the most important, if not the most, is the first team shirt, which is now used by Rakuten, the Japanese online sales and audiovisual production company. The problem is that the contract with this brand expires on June 30 and there is no intention on their part to extend and renew this sponsorship.
In this context, within the marketing area of the FC Barcelona has been looking for a sponsor for months, knowing that Rakuten It did not show much interest in renewing, although the Japanese company was also given the option to continue. Thus, various contacts have been established with important companies. One of the companies that has been most keenly interested in advertising with Barça is the company Spotify, a multimedia services company that offers a streaming music playback application that is a worldwide success.
According to sources familiar with the conversations, within the Barça board of directors this option has been discussed, pointing out as very interesting given the power of the brand and its evident solvency at an economic level.
What you see very attractive Spotify at Barça is its large number of fans worldwide. In fact, the Barça club is the one with the most followers on social networks. Last June 2021, the club reached the 400 million of ‘followers’ with the sum of their official profiles on digital channels, a number that has been rising. This figure clearly measures the global vocation of the club, which is a reference in the digital ecosystem of social networks in the field of sport and entertainment, not only with regard to the number of followers but also for the ‘engagement’ (commitment) that you generate with your audience.
In this context, to Spotify He is interested in Barça’s ability to retain followers, as well as the data that the club has of those millions of fans, which can help this brand to grow. However, it is true that the number of ‘followers’ on Barça networks is different from those who have later provided their data to the club (information that all companies seek to know their tastes and offer their products), an amount that some sources encrypt in about two million. This sponsorship could bring Barça between 30 and 60 million per year, depending on the variables and the areas in which the two brands can unite during their relationship.
Two giant brands worldwide
At Barça, the vice president of marketing, Juli Guiu, is working with the CEO, Ferran Reverter, and with Alex Barbany, club revenue director, looking for sponsors. They have already made several work trips, including one to the United States, to find a sponsor for the shirt.
So much Guiu What To reverse, for their respective professional careers (the first is dedicated to music promotion and the second was in Media Markt), they know the company very well Spotify.
In this case, it is a brand that registered 381 million monthly active users last October, of which 172 million were paying subscribers. This was admitted in its latest quarterly earnings report. Those who pay for a ‘premium’ service can listen to the music, for example, without advertising.
In the case of Barça, in June of last year registered 136 million followers on Facebook, closely followed by Instagram (118 million) and Twitter (71). They also highlighted the 33 million on Line, a channel with a strong presence in Asia; the 12 million from YouTube, the 9 from TikTok and 24 million between Viber, Snapchat, Weibo and Douy.
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