- There are more and more commercial names for the stadiums of Spanish football’s top flight, allowing clubs to increase their business.
- FC Barcelona have added Spotify to the name of their stadium, while UD Almería have incorporated the energy drink brand Power Horse and Atlético de Madrid have sold the naming rights of their stadium to Cívitas for the next 10 years.
- Furthermore, UD Ibiza have signed a sponsorship agreement with Palladium Hotel Group and, from this season, the island team’s stadium will be renamed the Palladium Can Misses.
Until recently, stadium naming rights were not exploited much by LaLiga clubs, but this is changing this season as several clubs have secured additional revenue in this way. For some clubs, this is the very first time they have added a commercial name to their stadium, while others have opted to change their sponsor.
Stadiums are among the most important assets for football clubs, with many clubs investing to gain more income from their stadiums in various ways. Revenues from stadium naming rights agreements can be among the biggest sources of revenue for a club.
This season, there are three LaLiga Santander stadiums that have been renamed: the Spotify Camp Nou (FC Barcelona), Cívitas Metropolitano (Atletico de Madrid) and Power Horse Stadium (Almeria). These are agreements position these sponsors as strategic partners for the clubs’ corporate and business objectives.
Spotify Camp Nou
In March, FC Barcelona signed a collaboration agreement with Spotify, the streaming audio subscription service. Through this, the Swedish brand became the club’s main sponsor and the first title partner of the club’s stadium for the next 12 seasons.
According to President Joan Laporta, this agreement “surpasses, in terms of economic figures, any sponsorship agreement Barça has ever had in its history”.
This stadium is also scheduled to be redeveloped as part of the Espai Barça project, which will transform the club’s facilities in the Les Corts neighbourhood and completely overhaul the fan experience. Already, since July 1st, FC Barcelona’s stadium has been officially called the Spotify Camp Nou.
Atlético de Madrid also have a new stadium name, as their ground is now called the Cívitas Metropolitano.
The real estate developer will be the “main strategic partner for developing sustainable projects together”, according to President Enrique Cerezo’s comments during the presentation of this sponsor.
Cívitas Pacensis was founded in Badajoz (Extremadura) and it will give its name to Atlético de Madrid’s stadium for the next 10 years. It will also be the club’s partner in its sports city project, which will be largely financed with funds from Boost LaLiga, the strategic project LaLiga closed last year with CVC Capital Partners.
Discussing this alliance, Alejandro Ayala, the president of Cívitas, stated: “We will work together with the club to add the values that we champion, of sustainability, energy management and environmental health, to the great project for the surroundings of the Cívitas Metropolitano. We will apply the latest technological advances to support the sustainability of the planet and of people’s health.”
Power Horse Stadium
Meanwhile, UD Almería have signed an agreement with Power Horse, one of the most recognisable energy drink brands in Africa and the Middle East. In line with the club’s stated goal of expanding its brand globally and reaching the top of Spanish football, this agreement aims “to secure financial backing that can help with the achieving of great objectives”.
“At UD Almería, we’re proud to count on the support of a company with as much potential as Power Horse,” said President Mohamed El Assy.
For the Red and Whites, they’re thrilled to work with a partner that boasts a presence in a strategic territory and that also has the approval of the club’s owner.
Naming rights as a business model in LaLiga
These three new cases can be added to those of the other LaLiga Santander clubs that have sold the naming rights to their stadiums: Real Sociedad (Reale Arena), RC Celta (Abanca Balaídos) and RCD Mallorca (Visit Mallorca Stadium).
These agreements are linked to various industries and sectors, with different levels of involvement with the clubs.
In addition, this season there is also a LaLiga SmartBank club changing the name of its stadium after reaching an agreement with a new sponsor.
UD Ibiza will play at the Palladium Can Misses, as this is the new name of the island club’s venue following an agreement signed between Palladium Hotel Group and the club for the next three seasons.