Barcelona looking at Nou Camp ‘last name’ rights inventory

29 July 2019 | Commercial & Sponsorship
Barcelona looking at Nou Camp ‘last name’ rights inventory
Spanish soccer champions Barcelona are looking to find a ‘title rights’ partner to add to the end of their Nou Camp stadium by 2024, according to AS.

Unlike a standard naming rights deal – where the sponsor takes on sole ownership of the inventory – AS says Barcelona want any partner to come after the famous Nou Camp moniker.

The report adds the club are looking for a deal worth at least €200 million (US$222 million) over 20 years. A ten-year naming rights deal worth €250 million (US$278 million) has also been mooted.

Additionally, AS says Barcelona would prefer their shirt sponsor, currently Rakuten, and stadium sponsor not to be the same. The Japanese e-commerce company has been linked with a €300 million (US$333 million), 20-year naming rights deal of the Nou Camp in June 2018 to help cover half of the US$600 million (US$667 million) cost for redeveloping the venue.

Scranton Enterprise, a private equity and venture capital firm with shares in Catalan pharmaceuticals company Grifols, has also been linked with a naming rights deal.

Any such contract would further highlight Barcelona’s efforts over the last decade to increase commercial revenue. In 2011, the club ended their 111-year tradition of not having a shirt sponsor after signing a then world-record €150 million (US$166 million) partnership with the Qatar Foundation. Current shirt sponsor Rakuten now pays Barca €55 million (US$61 million) a year, beaten only by Real Madrid and Manchester United.

The report emerges shortly after Real Madrid’s Global Head of Partnerships, David Hopkinson, confirmed that the club are not looking to sell naming rights to their Santiago Bernabéu as part of the venue’s refurbishment. Brands are apparently concerned any naming rights partnership would be overshadowed by the venue’s historic status and the probability it would still be referred to its original name.

He said: "My personal view is that we have an extraordinary set of revenue opportunities that don’t involve changing the name of the stadium."

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