The Sports Tomorrow Congress, which is being held from this Monday and Tuesday as part of the Mobile World Congress, was pleased to welcome Alex Barbany, Director of Exploitation of Espai Barça, who presented several topics related to the project in his talk titled 'Transforming our Club and our City'. In his presentation he explained some of the essential elements that will make the future project a benchmark and the best venue for sports and entertainment in the heart of a global city.

Barbany described the uniqueness of Espai Barça and explained that it is "the most relevant project in the world of sport and entertainment, with an investment of 1.5 billion euros, 18 hectares of land in a central location of a city like Barcelona, and with 350,000 m2 of roof space". He then spoke about the four pillars that are also part of the project's value proposition: the community and the environment, technology and innovation, sustainability and hospitality.

As he explained, "improving the integration of the stadium in the neighbourhood and the city, as well as promoting more sustainable, socially responsible mobility and with measures to contribute to the preservation of the environment" will be key aspects of the project. And he emphasised the main objective, which is to "modernise our home and facilities to create new environments, spaces and assets that generate additional income. This will allow us to stay competitive, while safeguarding the club's legacy and history."

He also recalled the importance of the emotional connection that a club like FC Barcelona maintains with its fans, stressing that "it is essential to know their tastes and preferences in order to be able to offer them the best experiences". Espai Barça must serve as a catalyst for the digital transformation of the club, in which connectivity, cyber security, big data and artificial intelligence, among others, will be a priority.

In his presentation, Barbany showed the attendees some of the renderings of the future Spotify Camp Nou, as well as of the new Palau Blaugrana, also exploring the importance of hospitality and emphasizing that from the club "we are working towards the highest standards, thereby offering unforgettable, Instagrammable experiences that will be an important source of income”. Along these lines, Espai Barça aspires to position itself at the 'top of mind' of visitors who want to enjoy a unique range of activities on match day, but also for those who do not necessarily take part in sports activities on the Campus.

Finally, he stressed that "the project is the best legacy we will leave to our children, to the new generations and to all the Barça fans around the world".