With an 11% devaluation of the “Barca” brand after the departure of Lionel Messi and the non-renewal of the main sponsor Rakuten of the shirt, the management of Joan Laporta obtains its first economic triumph. Is that Spotify, will be the one who occupies a place in the chest of the men’s and women’s first team jersey, the training clothes, as well as who will name the stadium.
The link with the leading streaming music platform will be for 280 million euros for the next 3 seasons. It would also become part of the name of the stadium, which it would stop being called Camp Nou and would join the list of teams like the Bayern Munich, Atletico Madrid, Manchester City Y River Plate in Argentina that have stadium names of sponsors.
Today the marketing strategy of “naming rights” is a great economic injection for many of the clubs. In the case of Allianz and its 7 stadiums throughout the world (Germany, Australia, Brazil, United States, France, Italy and Austria) the annual payment is 30 million euros for each of the clubs that own these enclosures.
Sponsorship moves millions and millions of euros on the European continent alone, where the main firms seek to put their image on the shirts of the biggest teams in the world. Counting the case of Barcelona, his eternal rival, Real Madrid earns him around 70 million euros just for the agreement on his airline shirt Fly Emirateswhich appears on the front of the historic white coat.
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The agreement with the “White House” of soccer was signed five years ago, in 2017 and currently doubles what was signed on that occasion. It is, in turn, one of the most lucrative sponsorships, without taking into account that the Spanish team is one of the few in the world that still keeps its sleeves clean of sponsors.
Barcelona not only lose with him Real Madridbut other European teams surpass it in terms of agreements with sponsors. Manchester City and Paris Saint Germain, institutions that have the backing of petrodollars. In the case of City, the agreement with Etihad Arways It generates income of 80 million euros per year from advertising on shirts and naming in the stadium.
As for the current team Lionel Messithe hotel chain Accor Live Limitless puts his name for about 65 million annually, with a maturity in 2023.
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The numbers of Manchester United they are much more similar to that of the Catalan team. Last year he signed a contract with the technology company TeamViewerfor five seasons at a rate of 279 million. The Red Devils they also receive about 10 million euros from the manufacturer Kohler for advertising on the sleeve and another 15 million from the supplier AON for training clothes and the rights to the United sports center. |
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