5 keys to the sponsorship agreement

since in 2006 Joan Laporta bet that Unicef ​​was the first name to be read on the chest of the until then immaculate Barça shirt, Barça had worn three more logos under the shield: Qatar Foundation, Qatar Airways and Rakuten. Javier Faus‘rosellista’ economic vice president in 2010, defined as a “absolutist but tolerant monarchy” to the Qatari country to defend that Barça send Unicef ​​to the back of the shirt to advertise a dictatorship. First Qatar Foundation wore it and then Qatar Airways. yessix years and some 200 million euros later, it was transferred to Rakuten, a Japanese multinational that entered 2017 paying 55 million annually without reputational toll (since the pandemic it paid 30). Now, without Messi, but also giving up the name of the stadium, he was looking for someone who would pay more or less the same as Rakuten had come to pay for the front of the first team shirt (55), Beko for the training shirt (10) and Stanley for the female (3.5). When looking for a substitute, Barça had received several offers from the cryptocurrency sector. But after having to cancel the agreement with Ownix, NFT company Due to the arrest of its owner for millionaire fraud in cryptocurrencies, the club has opted for a company without the shadow of suspicion that this sector can generate among some people. Furthermore, Laporta has already announced that the Barça will have its own cryptocurrency.

The Swedes Daniel Ek and Martin Lorentzon founded Spotify in 2006 with the idea of ​​creating a service that would end music piracy. 400 million users per month until the end of last year confirm his good eye. Hey, CEO of the company, in addition to a music lover, he is also a soccer fanatic, in general, and an Arsenal fan in particular since his compatriot Anders Limpar played there in the early ’90s. With a heritage of €4.7 billion, in the summer he addressed the fans to express his intention to buy the club. “I have supported Arsenal since I was a child, for as long as I can remember. Kroenke Sports and Entertainment would like to sell Arsenal, I would be happy to throw my hat into the ring.” The ‘gunners’ owners didn’t pick up the glove (or hat), but now the Spotify co-founder will see, as aubameyanghis name attached to another football great.

In addition to the power of the Barça brand, Spotify is especially interested in its high presence on social networks. The club registered in June of last year 400 million followers (136 million on Facebook, 118 on Instagram, 71 on Twitter, 33 million on Line12 in Youtube9 in TikTok and 24 million more between Viber, Snapchat, Weibo and Douy). The same monthly ones that the streaming platform has, which sees the agreement as a good way to continue growing.

Despite the fact that in networks they have already started a campaign by Madridistas calling for a boycott of Barça so as not to indirectly finance the Barça signings, the truth is that the boycott that really worries Spotify for now comes from elsewhere. The Joe Rogan Experience’ is the most listened to on the platform, with eleven million followers, mostly young people. In his program they find outlandish theories related to covid-19, including that of an American doctor who has compared the vaccination campaign to the Holocaust. “Lies are sold for money. Young people believe that Spotify would never offer seriously incorrect information. Unfortunately, they are wrong. I felt I had to do something about it,” he cried. Neil Young who decided to champion a new cause and remove almost all of his discography. Joni Mitchell, David Crosby and James Blunt they followed the Canadian myth and, with them, the stock market. A 6% drop forced the company to announce a new information policy related to the virus, which involves linking its programs to websites that provide official and reliable information.To

It will be the first time that the Barcelona temple is associated with a commercial brand, as is the case in many European and North American stadiums. In the NBA, the Clippers have sold the so-called naming rights of its new pavilion for 500 million dollars in 23 years. Crypto.com he’ll shell out $700 to put his name for the next two decades at Staples Center, the home of the Lakers (and also the WNBA’s Sparks). In Europe the agreements to sell the name of the field are more modest. Manchester City is the one that receives the most for this concept, 17 million a year, for baptizing their home as Etihad (the airline pays 75 million total for also being present on the shirt). Arsenal entered 150 million to play at the Emirates Stadium for 15 years. He is also close to 10 million a year for Atlético, who gets 9.7 for putting Wanda in the Metropolitano. The Allianz Arena reports to Bayern Munich 7.3 million. Barça had planned to sign a long-term agreement, with a minimum of 15 years and a maximum of 30, very common in this type of association. But Spotify was more in favor of signing for a shorter period, something that the club was willing to accept if the triple agreement with the Swedish multinational was closed. While the agreement for the men’s and women’s first team match shirts is for four years and the training shirts will be for three, the club has not communicated how many seasons the agreement for the Spotify Camp Nou is for.