Barça improves its calculations by renaming the Camp Nou after a study
Barça expects to get a lot more than the 200 million that he calculated at first thanks to a contract with a commercial firm that gives the Camp Nou a surname . So said the president blaugrana, Josep Maria Bartomeu , in the interview published yesterday this newspaper. This optimism is based on the internal reports that the club manages. A few months ago the Barcelona commissioned a US consultant, Van Wagner, to conduct a study on the matter and the results are encouraging for the entity Blaugrana. Van Wagner has achieved succulent contracts in his country, like the one he got for the name of the stadium that the New York Jets and the New York Giants share in the American football league and has now also landed in Europe, where he previously collaborated with Arsenal , to help Barça in this task. Once the City Council and the club have given their first approval to the Espai Barça project, Barcelona will let summer pass but, starting in September, it will go deep to find the sponsor of the new Camp Nou. As usual, in these cases, we start with the idea of getting a long-term contract, of about 15 or 20 years.
It should be remembered that the referendum that the Barcelona partners approved in April 2014 in relation to the remodeling of the stadium included the permission for the club to exploit what is called title rights, that is, the commercial name of the stadium. It is a capital element for the financing of the project, since initially it was calculated that from there would come a third of the 600 million budgeted. Another 200 have to come from operating income and the other 200 from a bank loan. Regarding the level of income, Barça also stresses that it is already 700 million, an amount that they thought would not reach until 2021, a circumstance that also feeds good omens, according to the club, about the start of the Espai Barça project. The entity maintains the objective that when the big works arrive, they do so with a debt level of around 200 million.
In the United States it is very common that sports facilities receive directly the name of a company, which is called in the slang naming rights. This is the case, for example, of the Oracle Arena of the Golden State Warriors or the Quicken Loans Arena of the Cleveland Cavaliers, both in the NBA. In Europe, more traditional, this habit has not penetrated so much, although it has done so for years already in the Bundesliga. The great German clubs, such as Bayern, with Allianz Arena, and Borussia Dortmund, with Signal Iduna Park, marked the line. In the case of the Bavarian club, the insurer Allianz is also part of the shareholding since 2014 and the current agreement to name the stadium is for 17 seasons. For 16 it is the entente of Dortmund and, as for Schalke 04, in 2018 it will have been thirteen years already partnering with the brewer Veltins, a brand with which the name of its field was baptized.
In England there are large clubs that have not yet taken the step as Chelsea (Stamford Bridge), Manchester United (Old Trafford) or Liverpool (Anfield), but others, such as Arsenal or Manchester City that bet to obtain resources in this way. And not by the intermediate solution, the one of the title rights, but by that of the naming rights. In both cases, both g unners with Emirates, and City with Etihad, are two pacts with airlines that go beyond the stadium and extend to the advertising on the shirt, among other aspects. Within this global agreement it is estimated that they charge around 15 million annually for the name of their premises.
Madrid is exploring a path similar to that of Barça and, when last October, Florentino Perez presented the reform of the Bernabeu with the City Council of Madrid confirmed that Chamartin’s surname is sought but that the stadium would not lose its current name. The remodeling projects are millionaires and you have to find a sustainable way to deal with them.