Surely you have already noticed the change in the Barcelona shirt. And this is not just due to the added colors, but rather to the new sponsor who gets to make several changes. It is hoped that this will break the wave of negativity that has been dragging the club down in recent years. This wave includes not only COVID health policies but is also due to questionable financial instability and the departure of star Lionel Messi.
Barcelona and its team of Sponsors
The strategies for “prosperity” dictated by Barcelona’s directors include incorporating an “industrial partner” within the Barça Licensing & Merchandising (BLM) company, which manages the club’s stores, online, and wholesale licensed products. This addition is expected to exceed 200 million euros in the 2022-2023 season. Far surpassing the record of the 2018-2019 season.
And that’s not the end of this strategy of adding new sponsors to the “team.” Another who joined was Sixth Street, who acquired 10% of the audiovisual rights to the Catalan team for 25 years in exchange for 205 million euros. And if that wasn’t enough, the shirt was not the only thing that changed. With the investment of its new partner, Spotify, the same stadium will now bear the name of the Swedish company. Spotify made the payment of 70 million euros to become not only the sponsor of the stadium, which will become the Spotify Camp Nou, and each player will replace Rakuten on the front of the T-shirt.
What is still up in the air is whether FC Barcelona can counteract economic struggle with these sponsors. These 600 million euros are still necessary for “salvation.” In this way, the decision to sell 15% of its television rights and up to 49.9% of the Barça Licensing and Merchandising company was essential to close the 2021-2022 season. However, the club still keeps its numbers in the red. It will be worth keeping an eye on what happens with the club and the performance that its fans await. And we are not only referring to the direction but also the figures of the team.
Why does a sponsorship strategy work?
A sponsorship strategy increases the chances of covering a larger audience. Also, you have the tools of your sponors available to you. How? Take a look at Barça’s strategy:
Spotify has a large list of subscribers worldwide. Sixth Street is one of the firms with the largest networks between companies thanks to heavy investments in them. At Sponsify, we know how important it is to choose the right sponsor. It is not only about accepting resources from an entity, but also about creating the best value to the brand, figure, or company.
When a sponsorship is done correctly, both parties involved benefit. In addition to being a powerful tool to position yourself, it can demonstrate values, increase visibility, and boost reputation. With artificial intelligence and brand tracking, Sponsify calculates the ROI of digital sponsorship on social networks and OTT services. Thus, on all levels of businesses, you can know the ROI quickly and affordably with extreme precision. We like to make things easier and backed with the best technology. Looks good, right? Do not hesitate to contact us if you need personalized assistance for your project. We will be happy to help you!