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Hospitality

Barcelona launches showcase for future Camp Nou

Images: FC Barcelona

FC Barcelona has continued its efforts to commercialise and market the future Spotify Camp Nou by opening a new commercial office that will include an “immersive showroom” offering an insight into what the new-look stadium will provide.

For the commercialisation of the premium spaces at the stadium, the Spanish LaLiga football club yesterday (Tuesday) unveiled the office, which has 1,000m2 of floorspace and aims to be a benchmark within the sector.

Barcelona presented its hospitality vision for the revamped Camp Nou in October, detailing plans for a Barça Hospitality Showroom. To promote the commercialisation and design of the new VIP offering, Barcelona is working with Legends International, and the club on Friday announced that 90% of the ‘VVIP’ suites and boxes have already sold out, mostly with long-term contracts lasting eight to 10 years.

Barcelona last month made vertical transportation and urban mobility company TK Elevator the first signing for a new partnership programme designed to attract firms operating in the B2B and B2C sectors to the Espai Barça venture.

Barcelona said the sponsorship programme created specifically for one of the most important projects in the club’s history will open up new opportunities, both for companies that sell directly to consumers and for those focused on the business sector. Fixed seating solutions company EHEIM Möbel became an addition to the programme last week.

Two of the main channels for the financing planned for Espai Barça, and to achieve the objective of generating new income, are new sponsorship agreements linked to the future Camp Nou, the naming rights deal with Spotify being the first, and the sale of high-quality hospitality boxes and VIP seats that triples the offering at the stadium.

As such, it is expected that the new sponsorship agreements and the new VIP seating will create around €120m (£103.3m/$129m) of income each year. Speaking yesterday, Sergi Ricart, commercial director of FC Barcelona, said: “We need to be able to access all the tools necessary to meet the requirements of the ambitious project that the club is building, an example of which is this office.

“There is also great work being done with the specific sponsorship programme for Espai Barça and in the last few weeks we have announced names such as TKE and EHEIM Möbel.”

Jesus Bueno, managing director of Iberia for Legends, added: “FC Barcelona is pioneering the concept in Europe of using an immersive showroom to bring fans into the future Spotify Camp Nou to see the new seats and VIP boxes first-hand.”

He said that the work of Legends and the club has built a space “with virtual reality, holograms, and interactive activities – the showroom gives an inside look and allows fans to experience the excitement of a match day at the future stadium.”

Barcelona has set December 15 as the date for its return to Camp Nou, it was reported last month, as the club detailed plans to develop a new ice sports facility.

Work officially started in earnest on the transformation of Camp Nou in May last year, with Barcelona president, Joan Laporta, stating that the new-look stadium will be “a collective dream for all Barça fans”.

The club is currently competing at the Estadi Olímpic Lluís Companys whilst the most significant renovation work at the Camp Nou is completed, and with Laporta having stated that good progress is being made, a move in date had been targeted for the end of this year.

It was last month reported that Barcelona plans to ask LaLiga that its first league match back at the Camp Nou be played on December 15. November 29, the date of the club’s 125th anniversary, was originally targeted. It is projected that 60% of the Camp Nou’s new capacity of 105,000, or around 63,000 seats, will be available for the first phase of the stadium’s reopening.