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80% of the shirts sold by Barça in recent years were from Messi

Even more important is the contribution of Nike, with which the club has an agreement until 2026 for a fixed annual price of 105 million university of belize email address. Curiously, Adidas is the brand that represents Leo Messi and other top-level European clubs such as Manchester United, Chelsea, Real Madrid, Bayern Munich or Juventus. The economic armor that is the FC Barcelona shirt is completed with another 19 million annually that Beko pays for appearing on the sleeve.

80% of the shirts sold by Barça in recent years were from Messi
In addition to income from sponsorship, FC Barcelona annually receives a significant amount from merchandising sales, with T-shirts being the most demanded item in retail. According to data from Euromericas Sport Marketing, in 2020, the year of a pandemic, 860,000 Barcelona club shirts were sold, a figure much lower than the 3.63 million units that were sold in 2018 and which were a milestone in this game. In either of the two exercises, the elastic bands with Messi’s ’10’ represented 80% of sales and no other player in the world sells so many garments with his name on it.

In this sense, Carlos Canto cites the Athlete Marketable Potentially Index, an index that shows which are the athletes with the best image and who are more susceptible to marketing actions. This research, collected in the latest SPSG Consulting Sports Sponsorship Barometer, places Messi as the most important figure, ahead of Roger Federer or Cristiano Ronaldo.

So much is the value of Messi’s brand at FC Barcelona that the amount the club receives on summer tours and friendlies depends on the presence or absence of the Argentine player. The absence of him is penalized with percentages ranging from 10 to 20% of the amount. The best example is found in the pre-season planning in 2019, when Zenit de Saint Petersburg suspended a match where the Argentine was not going to be.

“There are some brands that were waiting to renew or sign with FC Barcelona, ​​waiting to see if Messi was on the squad or not,” says Canto, who adds other sections in which the player’s abandonment will have effects. “This is the case of licensing, because at the level of signing an agreement with some flagship stores or some thematic area, not being able to count on Messi will logically have a negative effect. The same happens with the academies or campuses that FC Barcelona has around the world. If you have a son, you now have a huge variety of options, but Messi can be a decisive factor in your choice, unless Barça win many titles. I repeat, sporting successes can alleviate the consequences ”, adds the CEO of SPSG Consulting.

Likewise, Carlos Canto recalls the departure of Cristiano Ronaldo from Real Madrid in 2018 and how that influenced the balance sheets and brand of the white club. The last two years, marked by the pandemic, do not allow a detailed X-ray, but the immediate effects were the decrease in merchandising sales and the renegotiation of several sponsorship contracts, although the financial health of the white club is better than that of the FC Barcelona and has just closed a last year with a surplus of 874,000 euros despite the loss of income derived from the pandemic quantified at more than 300 million euros.

Regarding the consequences of Ronaldo’s departure, Javier Tebas went so far as to affirm in an interview with RAC1 that “the impact was almost nil” and in this same conversation in June 2020 he said that a possible departure of Messi would have important effects. A statement made in a context in which the player had not yet starred in the burofax episode that ended with his first departure from FC Barcelona last summer socialposts.

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