The alliance between FC Barcelona y Spotify It is one of the best decisions taken by the club in this mandate. It is not the best agreement in history or the highest in the football industry, but those 62.5 million euros that the music platform currently pays in total is really much more. What in the world of investing in startups is called smart money. Spotify not only does he pay a good amount to show off the shirt and the stadium, but he is also giving the club access to a portfolio of artists who allow them to amplify their message beyond the traditional fan. And that has a price and a value that must be appreciated.
What Rosalía -as already happened with Drake– appear instead of Spotify by a party should not generate any debate. And it must be analyzed from a very different perspective from that of the usual fan. He Barça, football, sport are not at the center of everyone’s life; Not all of us have the same emotional bond with a shield and in certain social groups any sports brand must make an extra effort to be relevant. And that’s what happens with the youngest. Because yes, he Barça has 118 million followers on Instagram, but Drake has more than 32.1 million and Rosalía exceeds 23.5 million. And, at the risk of being wrong, I would say that more than 70% of the followers of both artists are not from the club. And establishing that contact is what has value. We don’t know if they will buy a Blaugrana shirt -convinced that the most gruppies yes they would try to get the limited edition with Rosalía in the front-, but everything happens to advance in the construction of the brand and endow it with a series of attributes that football does not always carry with it.
In other words, nobody expects an immediate performance of these crosses between sports, music and entertainment in the case of Barça. It is not a machine to generate money in the short term. But if we think in the long term, in all the new businesses that can be developed in the Spotify Camp Nou, that the culé brand is gaining weight in the imagination of the youngest and the music and entertainment ecosystem, a lot of ground will have been gained. with the new Santiago Bernabeu in Madrid almost done and the future Red Arena in Valencia on the horizon, the alliance Barça-Spotify can be a serious speaker for many artists to choose to stop at Barcelona.
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And yes, let’s assume that many of the new businesses in the Barça they will not be for the football fan, but that fan must see that the more the club gets to capitalize on the boom of entertainment, there will be more to invest in the lawn, which in the end is what the majority wants.
CVC, now also in tennis with the WTA
We are entering crucial days for the future of the alliance between LaLiga y CVCchallenged in court by Real Madrid, FC Barcelona y Athletic Club. The three teams try to suspend the largest investment made in Spanish football as a whole, despite the fact that their audiovisual income is shielded and, after a year and a half, it has been shown that this money is already translating into new income for the rest of clubs. But, above all, I think that what is not being sufficiently valued is the knowledge of the chosen partner.
CVC just announced this week the purchase of 20% of the commercial manager of the WTA, in exchange for injecting 150 million into the professional women’s tennis circuit. Its investment in different sports properties in the last three years is already around 4,500 million euros, and includes everything from football –LaLigabut also Ligue-1 in France – to volleyball, passing through the Six Nations Rugby.
They will like it more or less, but having a partner who demands results, can compare with other sports and brings ideas should not be underestimated in a business that often mistakenly thought that nobody could teach them lessons.
