By Paul Nicholson
April 8 – Speculation is mounting over who will have the sponsor position on the front of Barcelona’s shirt – probably the most valuable football sponsor position in world football – once the Qatar Airways deal ends at the end of June.
Barcelona famously kept the front of their shirt ‘clean’ until the Qatar Airways persuaded them to give up the space – no figure has been put on the value of that sponsorship. The new sponsor will almost certainly be paying for the biggest shirt deal in world football.
That new sponsor may still be Qatar Airways who are said to still be in negotiation with the club who recently renewed a partnership with UNICEF.
However, rumours from China are that a Chinese company has already made an offer. Barcelona is represented in China by IMG.
Chinese companies have been particularly active in the Spanish club market with Wanda Group’s investment in Atletico Madrid and sponsorship of their training ground, Rastar’s takeover of Espanyol and Qbao’s sponsorship deals with Rayo Vallecano and Real Sociedad.
For their part Barcelona would not be unduly afraid of returning to their old days of keeping the shirt free of sponsorship though the pressure to raise revenue with the €600 million renovation of the Nou Camp will likely outweigh most other considerations at this point.
The club is already discussing a new kit deal with US sportswear giant Nike which is reportedly prepared to offer Barcelona €85 million a year, plus bonuses bringing the total up to €100 million. The current sponsorship contract which expires in 2018.
The biggest shirt sponsorship deal in football at the moment is Manchester United’s annual £53 million partnership with Chevrolet. Barcelona’s deal is likely to beat that with most estimates reckoning a sponsor will be paying upwards of $75 a season.
Barcelona published their 2014/15 financial statement showing revenue of €608 million. The club says that by 2021 it will grow revenue to more than €1 billion annually.
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