The commercial strategy of FC Barcelona related to the commercialization of the sponsorship program linked to Espai Barça is reaping great successes for the Blaugrana entity.
According to the recent statement from the Blaugrana team, this project, as a consolidation in the transforming axis of the club's economic model, in addition to the remodeling of the Camp Nou as a banner, serves as a strategic plan that seeks to perceive income in a sustainable and repetitive manner in the long term.
The institution's commitment is with the intention of moving towards an innovative commercial model that leaves aside traditional schemes. In this context, the exploitation of premium areas, such as boxes and VIP seats, is sought, tripling the current offer, becoming one of the attractions of the project to attract audiences with high purchasing power.
Likewise, this could make Barcelona reinforce its position in the market with the capture of new brands and sponsorship agreements directly related to the Spotify Camp Nou.
Barcelona's agreement with Spotify, a cornerstone
Based on its identity, Barça continues to value its Catalan values and roots, which has led to the integration of institutions and companies based in Barcelona and other parts of Catalonia into the project.
For its part, the link with Spotify as a naming rights partner marked a before and after in FC Barcelona's search as an entity in this new stage. Similarly, this unique association served as an impetus for a new era of growth, although the Espai Barça project has exceeded expectations.
In this regard, a network of diverse strategic partners has been consolidated, leading to a sustainable, technological, and experiential dimension.
High-tech companies such as Hewlett Packard Enterprise (HPE), Fortinet, and Orange/New Era are part of this project, benefiting from cybersecurity, network infrastructure, and 5G connectivity, placing the club at the forefront of sports innovation.
Sustainability is also fundamental to this plan, so the collaboration with Artemeter is included in this section, while the experience in the VIP areas will be guaranteed by the firm Figueras International Seating, specializing in premium furniture.
Other companies from diverse sectors such as Carrier, Disano, Fever, Roca, Raventós-Codorníu, EHEIM Möbel, Panasonic, TK Elevator, and Cementos Molins strengthen the network of alliances.
Aside from Spotify, Nike and Ambilight TV also lead the list of main partners, while other international brands such as Cupra, Damm, Konami, HMD, Bimbo, and Prime are looking for ways to guarantee a solid and diversified commercial ecosystem.
The new sponsorship program went into effect on July 1, according to information shared by the club itself.
Figures obtained to date thanks to Barcelona's strategy
The solidity and projection of the commercial strategy adopted by Barcelona has generated numbers that show the optimal state in which the plan is sustained, which are divided as follows:
- 43.6 million euros annually and recurring are derived from sponsorship revenues from Espai Barça assets.
- 44.6 M€ are generated from specific partners of the new sports complex.
- 331.1 million euros in Contractual Obligated Income (COI), which consolidates the viability of the project through the use of firm agreements with high-level brands.
- The remaining 286.5 million correspond to global sponsors of the club who have acquired rights over assets of the new venue.
Barcelona's ambitious project through Espai Barça has generated tangible elements in financial matters.