Barcelona are more than just a club. They are a business
Barça's record sponsorship deal was always going to happen eventually
Camp Nou Camp Nou seats with the slogan més que un club. The fact is that all football clubs are more than a club.
And so the inevitable has happened. Four years on from their decision to slap Unicef's logo across their players' chests, and to donate more than £1m a season to the charity in the process, Barcelona have given in to financial expediency and found a shirt sponsor who pays them money as well. Quite a lot, in fact: the Qatar Foundation will hand over €30m (£25m) per annum for five years starting from next season, to appear alongside Unicef on the shirt.
The overriding sentiment on hearing the news was one of disappointment. The former agreement with Unicef might have been, on one level, a marketing ploy – a move that in all reality probably helped to shift a few more shirts and fit in very nicely with Barça's més que un club (more than a club) schtick. But, if the comments below the blog I wrote at the time are anything to go by, most people were still inclined to view the move as, on balance, A Good Thing.
Speaking at the time, the Barcelona president Joan Laporta said:
"It will not be the brand name of a corporation. It will not be a commercial to promote some kind of business. It will be the logo of Unicef. Through Unicef, we, the people of FC Barcelona, the people of Barça, are very proud to donate our shirt to the children of the world who are our present, but especially are our future."
Even then, though, there was a lingering doubt over whether such a move could actually last. Many suggested that this was just a clever way to get people used to the idea of Barcelona's shirt carrying a someone else's name, so that they would kick up less of a fuss when the team did eventually move over to a regular sponsor. This, in all likelihood, was the plan all along.
Either way, this was always going to happen eventually. Barcelona's debt has been cited at £369.5m, £65m of which came last season alone. Transfer activity was a factor, but whichever way you spin the figures the financial reality was that Barcelona could no longer continue to ignore such a lucrative revenue stream, especially with Uefa introducing the Financial Fair Play legislation that will require clubs competing in Europe to break even.
With time, many protests will fade and Barcelona will be left with a tidy little earner. Because when it comes down to it, they are more than just a club. They are a business.
http://www.guardian.co.uk/football/blog/2010/dec/10/barcelona-record-sponsor-qatar-foundation