The figures in the agreement have not been made public due to a confidentiality clause required by the Swedish platform. “We are not violating the club’s bylaws,” said Laporta, who emphasized that “confidentiality could not undermine an agreement” of this magnitude. However, the president emphasized that this was the best sponsorship agreement the Barça entity had ever had. For the next four years, Barça will wear Spotify on the front of the men’s and women’s first team jerseys, and for three years this will also be on the training jerseys. In addition, the company of Swedish origin will accompany the name of the stadium, in what is known as Title Rights. In total, Barça will receive around 70 million per season. The novelty is that the agreement regarding the name of the stadium will be long-term. “The Spotify name will be associated with our stadium for at least the next 12 seasons, making our facilities a new world-class entertainment experience. sponsorship, “Laporta said.
Many questions from members have revolved around why Barça do not make the figures official. Laporta said that although they could not formalize the numbers of the operation, he was not asking for an “act of faith” from the delegates to approve the agreement, but an “act of reflection” on the “most important” sponsorship agreement. that Barça has never had “, which is signed with” a well-known company “that everyone” carries on their mobile “.
Laporta took advantage of the meeting to announce that Spotify will soon launch its application in Catalan, as the company has had a “sensitivity” for the “way of being” of Barça, a great “sensitivity with the More than a Club” . “He has understood what Barça is,” added the Barça president.
Concerts and shared data
The person in charge of detailing the agreement was the vice-president of the marketing area, Juli Guiu, who explained some of the details of the sponsorship, such as the name Spotify will shine on the façade of the stadium, in the North Goal and Johan Cruyff of the sports city. In this sense, the director has dropped that the two brands will share the data they have about their followers and users: “Just as we can access their data, they can access ours.” “The database of 400 million followers we have is very interesting to them,” Laporta added.
In fact, Barça wants to turn this “historic” agreement into an alliance that will allow the creation of new experiences, the search for new tours, the improvement of packages ofhospitality, create content combining the two brands or, for example, holding music concerts at the Camp Nou. “This will connect stadiums around the world with Barça,” said Guiu, who described the new stadium to be built in the coming years as an “iconic space” and the agreement with Spotify – a brand “global, young and number 1” – like “the envy of any other football club right now”.
In addition, according to members of the board of directors, the agreement will allow Barça members to enjoy discounts and benefits with the Swedish platform. Guiu explained that in no case will Spotify be able to subrogate the agreement approved by Barça’s committed partners and cede the right to sponsor Barça to a third company, and admitted that this operation also involves the payment of commissions, directly, a fact “usual” in the world of football. “We will pay for it from the club and it will appear in the books of account,” said the vice president of marketing.
