Under the responsibility of Juli Guiu (Barcelona, 1975), vice president of FC Barcelona focused on the marketing area, between 70 and 80 percent of the income is collected. Sponsorships, ticketing... Yours is a key position.
What personal balance do you make as vice president?
It is a great experience and I am very proud of how everything is evolving. But at the same time it is very hard because the process is very brutal.
Hard why?
When we arrived and opened the folder we realized that everything was more serious than what they had told us. We are dedicating many hours a day.
At what point in the process is the club?
We already see the light at the end of the tunnel. Things are being done well, the numbers are coming out.
The business part that you control cannot fail.
The figures are spectacular, I would say historic. What we have achieved in sponsorship, in ticketing at the Camp Nou and in the Palau, in the Museum... is extraordinary.
Can you specify?
We have earned 121 million euros thanks to Spotify Camp Nou, where for the first time in history more than 1 million tickets have been sold. Our box office revenues in women's football and basketball are record-breaking, with 2.7 million and 4.5 million, respectively. At the Museum we have reached 39.9 million...
Very notable income eclipsed by ordinary expenses of 1,125 million euros. Doesn't that frustrate you?
We're on that. We have reduced spending but there is a lot of contract termination that conditions cost containment.
Which deal are you most proud of?
Beyond the economic amount, from Spotify. It is the first time that our men's and women's teams share a sponsor, we have it as Title Rights... It is a powerful agreement.
Being in the music industry, was the intervention of an outside agent like Darren Dein necessary to get that deal?
This specific agreement could not have been done without him. As much as I dedicate myself to music, I am honest with you.
Is there no way to disclose the commissions that accompany sponsorship operations for the sake of transparency?
We can't do it, I wish I could explain it.
This desire for openness clashes with the assembly being telematic, don't you think?
This way more partners connect. And it is a cost issue.
You have the filter...
The system is good and more democratic.
Does the “family” way, in the president's words, of running the club, affect your work?
In my area I have the best executives and the best team.
What is it like working with President Laporta?
We work hand in hand. We talk every day.
Funds to finance the stadium, possible listing of 'Barça Media'... Is the ownership model in danger?
Absolutely not, at least during Laporta's mandate.
But do you understand the concern?
It wont happen.
How can you say it with such certainty?
Because if that happens Laporta will leave him, and so will I.
Is there a risk of not returning the money you have lent?
No, but we needed to open avenues of exploration because we are facing new adventures.
Speaking of innovation, how do you measure the impact of printing 'Rosalia' on the t-shirt?
It is tangible in the number of t-shirts sold, in the international impact, in the León award we received in Cannes, in the millions of views across platforms...
And now, the Rolling...
I can't confirm it, but we will do a lot more things.
Is the world of cryptocurrencies and NFTs no longer seductive?
These are companies that are not established and it is very fragile terrain. We made some incursions but we didn't see it clearly. There is too much risk, if we can, we will not enter. We are more interested in companies like Ambilight, whose name is on our sleeve and, more than a sponsor, is a new partner.
How do you plan to cushion the decrease in income that the move to Montjuïc entails?
It affects us, of course, but we have promoted a special activation in Montjuïc that is going very well. Our budget this season is 80 million. It had to be done, the stadium is old.
I imagine you supervising the works at the Camp Nou so that they are not delayed a single day...
Both those responsible for Espai Barça and the Limak construction company tell us that we are meeting the deadlines. In November 2024 we will have first and second tiers and about 65,000 spectators. We will make it.
What will a 104,000-seat stadium mean commercially?
If in Montjuïc, with the reluctance to move, we are managing to fill up, the new finished Spotify Camp Nou will be impressive.
Has the Barça brand not been affected by Messi's goodbye?
The Barça brand is better than ever and our potential does not decline. There are many brands that want to partner with us. Last season we achieved 20 new sponsors, 15 of them international, reaching 97.6 million thanks to additions such as Spotify, Bimbo, Whitebit or the renewal of ScotiaBank and Stanley, among others.
Does the Negreira case worry sponsors? Do you ask about the topic?
Yes they ask but it doesn't affect.
What do you answer them?
The truth.
And what is the truth?
That there is nothing at all. We have broken the sponsorship record this year. Everyone wants to work with Barça. We grow.
Are there markets to be exploited?
Yes, territorial and technological.
Which players sell the most?
Lewandowski, Gavi, Aitana…
The new Bernabéu, with its retractable grass, will be able to host large concerts. Will Barcelona be left behind in that regard?
Absolutely. Barcelona attracts more things, it maintains large spaces and we will have the new Palau to hold new concerts.
The Palau, for when?
Two years after the Camp Nou ends. The idea is that it will be ready in 2028. We are doing well.
