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FC Barcelona is teaming up with Legends International to promote the design and marketing of the future VIP boxes and seats at the renovated Spotify Camp Nou, the epicentre of Espai Barça. This new alliance comes together with one with the Innovative Partnerships Group (IPG 360), with which the club has already started working on the search for new partners and strategic associations for the project. Thus, Barça is joining forces with two leading international companies with the aim of maximising the generation of new revenue associated with the future stadium.
Based in the United States, both companies are among the leaders in their respective areas of expertise and provide a vision of the best practices and trends on the international side in the commercial use of large sports facilities. Their experience will play a key role in the generation of new income, a fundamental element for the project to restructure the Spotify Camp Nou, as well as Espai Barça in general. Two of the main ways to achieve this goal are new partnership agreements linked with the stadium, and a renewed offer of VIP spaces and experiences once the work is finished.
Regarding the former area, the current agreement with Spotify for the title rights of the Camp Nou was just the first of a series of additional agreements on which the club is working with leading companies in sectors such as sustainability, mobility and technology, and which should be closed in the coming months. The future Stadium will offer a new range of 100% Barça experiences, in addition to a design that incorporates a wide variety of VIP boxes and seats of much higher quality than at present, and in line with the best European stadiums, the aim being to treble the number of places currently being offered.
These proposed revenue sources are two of the most essential for the viability of the financing plan proposed for the project. The plan is for them to jointly report to the club more than 120 million euros per year once the new stadium is finished and at full capacity.
About Legends International
Legends International is a leading company in the field of commercial management of stadiums, large entertainment venues and premium experiences. It specialises in providing holistic solutions to sports organisations and clubs as well as their stadiums and facilities. The company is owned by investment fund Sixth Street Partners, Jerry Jones (owner of the Dallas Cowboys of the NFL) and Yankee Global Enterprises (New York Yankees of the MLB).
Headquartered in Los Angeles, Dallas and New York, Legends International has extensive experience in such iconic projects as SoFi Stadium (Los Angeles), AT&T Stadium (Dallas) and Yankee Stadium (NYC), among others. In Europe, the group has offices in London, Liverpool, Madrid, Hamburg and Milan, and has worked with renowned clubs and stadiums, such as the Etihad Stadium (Manchester), Old Trafford (Manchester), Tottenham Hotspur Stadium (London) and the new Santiago Bernabéu (Madrid).
About Innovative Partnerships Group
Innovative Partnerships Group (IPG 360) is a leading Los Angeles-based naming rights, business development and international marketing firm focused on generating long-term strategic business partnerships for prestigious global brands. It is specialised in the sports, music and entertainment industries and has extensive experience with clients from professional leagues, governing bodies and franchises and teams from the main sports competitions including LaLiga, NFL, NBA, NHL, MLS, MLB and the Olympics.
Innovative Partnerships Group also works with a patented system, Partnership Intelligence ™, which helps companies and brands accurately assess, align and measure their potential sponsorship deals. The company has been recognised on several occasions in recent years by Sports Business Journal as one of the leading sports marketing agencies in this industry
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