LaLiga club Barcelona has hinted that it will not sell the complete title rights to its revamped Camp Nou stadium, but will aims to sell sponsor rights alongside the Camp Nou name.
According to Spanish sports newspaper AS, the club wants to intsall the new Camp Nou naming partner by 2024 – a year after the scheduled opening of the redeveloped stadium.
The club would also prefer that the naming rights partner is not the same as the shirt partner, to prevent one brand from having too much control over the club.
AS said the club is now seeking a deal worth at least €200m over 20 years. This is down from the previous target, as reported in SportBusiness Sponsorship last year, which was €300m in net present value.
This is the money that can be raised for immediate use via a bank loan or loans against the long-term contract, and it is key to the club’s funding plans.
A naming rights partner would need to commit about €500m over the term to produce the €300m in funding.
The stadium and wider ‘Espai Barça’ campus has been on the market since the club hired Van Wagner Sports & Entertainment as its exclusive partner to sell the naming rights in May 2016.