Under the responsibility of Juli Guiu (Barcelona, 1975), vice-president of FC Barcelona focused on the marketing area, between 70% and 80% of the income is collected. Sponsorships, ticket sales... Yours is a key place.
What is your personal balance as vice president?
It's a great experience and I'm 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 we had been told. We are devoting many hours a day to it.
At what point in the process is the club?
We see the light at the end of the tunnel. Things are going well, the numbers are coming out.
The trading part that you control cannot fail.
The figures are spectacular, I would say historic. What we have achieved in terms of sponsorship, ticket sales at the Camp Nou and the Palau, at the Museum... is extraordinary.
Can you be more specific?
We brought in 121 million euros thanks to the Spotify Camp Nou, where for the first time in history more than 1 million tickets were sold. Our women's soccer and basketball ticket sales are record highs at 2.7 million and 4.5 million, respectively. At the Museum we got 39.9 million...
Very remarkable income overshadowed by ordinary expenses of 1,125 million euros. Doesn't that frustrate you?
We are on top of it. We have reduced spending, but there is a lot of contract termination that conditions the containment of spending.
Which deal are you most proud of?
Beyond the economic amount, of Spotify. It is the first time that our men's and women's teams share a sponsor, we have it as a title ... It is a powerful agreement.
Since you belong to the music industry, was the intervention of an outside agent like Darren Dein necessary to get this deal?
This particular deal could not have been done without him. As much as I dedicate myself to music, I am sincere to him.
Is there no way to disclose the commissions that accompany sponsorship deals in the name of transparency?
We can't do that, I wish I could explain.
This supposed desire for openness collides with a telematic assembly, don't you think?
In this way, more partners are connected. And we do it this way because of a cost issue.
You have the filter...
The system is good and more democratic.
Does the "family" way, in the words of the president, of running the club affect his work?
Within my area I have the best executives and the best team.
What is it like to work with President Laporta?
We work side by side together. We talk every day.
Funds to finance the stadium, possible Barça Media IPO... Is the ownership model in danger?
Absolutely not, at least not during Laporta's term.
But do you understand the restlessness?
It won't happen.
How can you say that with such certainty?
Because if that happens, Laporta will leave, and so will I.
Is there a risk of not returning all the money they have left?
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 stamping Rosalía's name on the shirt?
It is tangible in the number of shirts sold, in the international repercussion, in the Lion award we received in Cannes, in the millions of views across the platforms...
And now, the Rolling...
I can't confirm that, but we will be doing a lot more.
Is the world of cryptocurrencies and NFTs no longer enticing?
These are companies that are not established and it is very fragile ground. We made some inroads there, but we didn't see it clearly. There is too much risk, if we can, we will not enter. We are interested in more companies like Ambilight, which is up the sleeve and, more than a sponsor, is a new partner.
How do you plan to cushion the decrease in income that comes with the move to Montjuïc?
It affects us, obviously, but we have promoted a special activation in Montjuïc which is going very well. Our budget this season is 80 million. It had to be done, the stadium is old.
I imagine you overseeing the Camp Nou works so that they are not delayed a single day...
Both the people in charge of Espai Barça and the construction company Limak tell us that we are meeting the deadlines. In November 2024 we will have first and second stands and around 65,000 spectators. we will get it
What will a 104,000 seat stadium mean commercially?
If Montjuïc, with the reluctance to move, we manage to fill it, the new Spotify Camp Nou finished will be impressive.
Hasn't the Barça brand been affected by Messi's farewell?
The Barça brand is better than ever and our potential is not diminishing. There are many brands that want to associate with us. Last season we got 20 new sponsors, 15 of them international, and we reached 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 the sponsors? Do they ask you about the subject?
Yes they do, but it doesn't affect.
What do you answer them?
The truth.
And what is the truth?
That there is nothing at all. We broke the sponsorship record this year. Everyone wants to work with Barça. we grow
Are there markets to exploit?
Yes, territorial and technological.
Which players sell the most?
Lewandowski, Gavi, Aitana...
The new Bernabéu, with its retractable turf, will be able to host major concerts. Will Barcelona be left behind in this aspect?
Absolutely not. Barcelona attracts more things, maintains large spaces and we will have the new Palau to hold new concerts.
The Palace, for when?
Two years after the Camp Nou ended. The idea is to have it ready by 2028. Let's go.
