FC Barcelona and Intel

Hi everyone,
FC  Barcelona has reached a global sponsorship deal with Intel and bring more technology amongst its global partners.

Under the agreement, Intel becomes Barcelona’s official technology partner. The tie-up with Intel comes as Barcelona aims to generate funds to build a new stadium, either a revamped Nou Camp or a new facility on land owned by the University of Barcelona.

Barcelona’s economic vice-president Javier Faus said the club would be open to adding a sponsor’s name to the club’s home to finance the project but categorically ruled out a full stadium naming rights deal.

He told the club’s official website: “We could generate around €250m ($340m) each year (through a naming rights deal), but we don’t support the idea. The majority of the board does not want to completely sell the naming rights of the stadium. Adding a ‘last name’ is the lesser of two evils. We could generate around €100m, but these contracts have a duration of 25 years.”

The details of the deal will be explained at 13.00 on 12 December in the press room at the Ciutat Esportiva Joan Gamper.

Stadium naming rights is always a sensitive topic. Selling naming rights of an existing stadium to a company or build a new stadium and start from a clean sheet? According to a Repucom study, Emirates’ sponsorship of Arsenal FC is the most recognized amongst sports fans in the U.K..

Repucom’s Sponsorlink study has found that among people attending sports events in the U.K., 88% are aware that Emirates owns the naming rights to Arsenal’s home stadium. Awareness of Arsenal’s shirt sponsorship deal with the Dubai-based airline was also the highest of all Premier League clubs, with 63% of the people being aware of the partnership.

I have had several discussions with business partners on this topic and truly believe that the best way to leverage and activate a stadium naming rights deal is to build one from scratch. Your thoughts?

Karl Lusbec

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