LaLiga football club FC Barcelona has presented its hospitality vision for the revamped Spotify Camp Nou, with a showroom to be set up at the stadium while building work is carried out.
Barcelona said the quality of the VIP offering at the new-look stadium will be “much higher” than at the old stadium. The VIP offering is set to triple, with a total capacity of 9,900 across the stadium.
The Camp Nou’s overall capacity will expand from 98,000 to 105,000, with the project serving as the centrepiece of Barcelona’s wide-ranging Espai Barça venture. Barcelona will play its home matches at Estadi Olímpic Lluís Companys until November 2024 while the work is carried out.
Work on the Camp Nou revamp officially started in May and Barcelona has now presented a concept to “revolutionise” the hospitality experience at the stadium. The club said that VIP seating and sponsorship revenue will be its two main sources of income for the stadium revamp.
The club announced Spotify as the Camp Nou’s naming-rights sponsor last year. Barcelona is forecasting that new sponsorship agreements and new VIP offerings will generate €120m (£104m/$126m) annually for the club.
Barcelona has announced the creation of an experience centre to serve as a platform to help publicise and commercialise Espai Barça. The Barça Hospitality Showroom will occupy a space of 1,000 square metres that will be in use until building work is finished at the stadium.
The club hopes the space will serve as a new reference point for fans and provide a “unique experience” for clients and guests. The space will include virtual reality, immersive activities and holograms, giving fans the chance to sample VIP seating and boxes that will be in place at the future Camp Nou.
The Barça Hospitality Showroom is planned to open before the end of the year and will be based on the second floor of the Barça Immersive Tour. It will feature life-sized replicas of VIP boxes and seating. Club members who are interested in the new VIP offering will have two weeks to request an appointment for the Barça Hospitality Showroom.
To promote the commercialisation and design of the new VIP offering, Barcelona is working with Legends International.
Last week, it was reported in the Spanish media that Àlex Barbany, executive director of Espai Barça, would be leaving the club. Barbany joined Barcelona in March 2021, initially as chief revenue officer, and was appointed executive director of Espai Barça in April 2022.