Barca’s Unzueta on the club’s unique commercial strategy 20/05/2010 |
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Barcelona’s marketing chief has revealed that the club has to work just as hard to maintain its dominance in the commercial stakes as it does on the pitch.
Lander Unzueta, the Catalan giants’ chief marketing officer, admits it is a challenge to keep up with the likes of bitter rivals Real Madrid and Manchester United when Barca does not have a paying shirt sponsor.
In fact, it pays to have Unicef’s logo on its shirts and, unlike many clubs, refuses to sell the naming rights to its famous Camp Nou stadium.
Despite missing out on these lucrative revenue streams, Barca leapfrogged Manchester United to take second place in Deloitte’s latest annual Football Money League.
Barca’s revenue increased by 57m Euros to 366m Euros – behind Real Madrid (401m Euros) but ahead of Manchester United (327m Euros).
Asked what his biggest success had been at Barca, Unzueta told MeetTheBoss.TV: “I would say continuing to be at the top without using our jersey and putting a name on our stadium. We are right near the top in terms of revenue but when you’re not using the same tools as your rivals because that’s not how this club does things – at least for now – that’s a big challenge.”
Unzueta puts the revenue growth to developing the Barcelona brand – and that includes the Camp Nou.
“Stadium development has been key,” he added. “A stadium is no longer a place where teams play, or athletes run – it is a venue to hold big concerts and social, cultural activities. This has been a big revenue growth for us.
“F.C. Barcelona is more than just a football club – it’s a theme park, we have an arena, several pitches and a stadium; we even have an ice hockey rink.”
The full interview with Unzueta is available at www.meettheboss.tv.
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