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Barcelona marketing vice-president reveals how much club earned from El Clasico

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Photo by Mike Hewitt/Getty Images

The vice president of marketing at FC Barcelona, Juli Guiu has affirmed that the team made €7.6 million from the first El Clasico of the season last week, which happens to be a record in Montjuïc and it exceeded 60% of matches at the Spotify Camp Nou.

Guiu said that the expectations were achieved from the financial standpoint and although the result wasn’t what the team had expected, there were other opportunities like the partnership with the Rolling Stones that brought financial success to the team.

“We made €7.6 million from the Clasico, a record in Montjuic, a record figure that exceeds 60% of matches at the Spotify Camp Nou,” Guiu said on the Tot Costa program on Catalunya Radio (h/t SPORT).

Guiu clarified that the revenue generated by the Clasicos held at Camp Nou only marginally exceeded this amount. 

Despite the seemingly modest figure of €8.3 million for matches at their regular home, the €7.6 million earned can be considered a resounding success due to the significantly reduced seating capacity at Montjuic.

A unique association with a global brand

Barcelona wore a limited edition kit featuring The Rolling Stones during the El Clasico. (Photo by Eric Alonso/Getty Images)

Barcelona celebrated The Rolling Stones by donning a kit that drew inspiration from the legendary rock band during their El Clasico match against Real Madrid. 

The Catalan team graced the field wearing unique jerseys adorned with the iconic emblem of the band known as the “Hot Lips.” While speaking about it, Guiu said that this was done with very careful consideration.

He branded that campaign as “a unique association, a global pact that had a brutal impact. 

“When we make this type of proposal, we want the best possible artists and we look very carefully at who and when to do it. We have to look for new groups and new experiences, but it has to be on specific dates,” he said.

More sources of income

Barcelona have a contractual agreement with Nike that extends until 2028. When questioned about the potential of altering their sponsorship, Guiu expressed a straightforward response.

“This is very simple, you talk to the partners, you sit down every half year, you review the agreement, you look at it. Nike is one of Barça’s big sponsors, not to mention that it is in the Top-3, and they are number one in sportswear. 

“We want to have the best. Things happen and things have to be negotiated, But the relationship is excellent.

“We look for income within a coherence, here not everything counts. We cannot do like some Brazilian team – whose name I will not say – that has all the ‘stickers’ on the shirt, because in addition, you do not give the brand the important value,” he explained.

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