Spotify, the 'bombazo' of Laporta to name the Camp Nou
The FC Barcelona follows in the search, almost desperate, of new income. The shirt is one of the most urgent since Nike's production is absolutely behind schedule. The club is negotiating with different brands, as has been leaked in various media, and contemplates a global agreement that also includes the sleeve of the shirt and training clothes. The last hour on this situation still goes one step further. According to the Tot Costa program of Catalunya Ràdio, one of the companies interested in sponsorship, the music giant Spotify, is also studying the possibility of naming the Camp Nou.
We say name and not surname because Joan Laporta's board of directors has never taken a firm position in this regard. In fact, during the Culemanía election campaign Laporta was asked about this question and the director Juli Guiu, current vice president of marketing, replied that they had not yet decided and that they kept all possibilities open. Bartomeu's board always opted for what in the commercial jargon is called title rights, which means putting the last name. Instead, the naming rights involve putting the name. In other words, the first case would mean calling the Blaugrana coliseum Camp Nou Spotify and the second example would be Spotify Camp Nou in reverse. The economic difference between one case and the other can be substantial.
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— Dallas Thompson Wed Jan 03 03:54:08 +0000 2018
They want to sell the name of the stadium in the summer
The most surprising thing about the case is that, according to the information that has come to light, it is interpreted that Barça would rent the name of its stadium from next season. A striking novelty since in the club projects there was always talk of giving up the title rights once the new sports venue was inaugurated; Never before. But the urgency to obtain liquidity could lead the Laporta board to this innovative solution that would desecrate the name of the stadium before the hour to get closer to the sponsorship figures that were previously achieved only with the stamping on the shirt. And that is precisely the key that would make a giant like Spotify get involved in an operation that, a priori, would not have interested it.
Barça had always considered an agreement for this commercial asset of a minimum of 15 and a maximum of 30 years, but while waiting for them to find a company willing to pay what they are asking for, the club could agree to offer that space to Spotify if they close good conditions, according to the aforementioned station. On the table is the possibility of sponsoring the front of the first team shirt, the back of the training shirt and the name of the stadium in exchange for a figure well below the 80 million that was leaked earlier in the week. The agreement would be around 60-65 million euros. A liquidity that could help face market operations such as the possible signing of Erling Haaland.