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Volume 10 No. 25

Marketing and Sponsorship

Naming rights for Barcelona's renovated Camp Nou stadium complex are "on the market" with an asking price of around $30M per year, "which would be a record for a stadium," according to Terry Lefton of SPORTSBUSINESS JOURNAL. Barça's $650M renovation of the 60-year-old facility, expected to be completed by '22 or '23, "at the latest," will add 6,000 seats to what is already Europe's largest football stadium, giving it a capacity of "more than 105,000." Other scheduled stadium improvements include a partial roof and premium seating. The campus upgrade also will include a new version of the Palau Blaugrana arena, designed by architecture firm HOK, along with additional planned commercial development including a hotel, skating rink, restaurants, bars, office space and new team offices. The naming rights buyer "gets the corporate nameplate on everything." Barça, seeking a minimum 20-year deal, is being assisted by Van Wagner Sports & Entertainment on the sale. The previous high in Europe was Emirates' 15-year, $180M deal struck in '04 that included naming rights to the new home of Arsenal and a jersey sponsorship for the team -- also engineered by Van Wagner's Jeff Knapple. One measure of global appeal of top European football teams: Barcelona has 52.1 million Instagram followers, while club forward Lionel Messi has 79.9 million. The NFL Dallas Cowboys have 2.4 million followers (SPORTSBUSINESS JOURNAL, 9/18 issue).

The Spanish Rugby Federation (FER) announced Heineken will be the title sponsor of Spain's top men's rugby league, according to the EFE. Liga Heineken "wants to have a greater presence in the media to make the sport more visible and gain fans," which is why it reached a deal with public broadcaster RTVE. In addition to the name change, the league will have one game every Sunday carried by Teledeporte. Earlier this year, Heineken announced it will sponsor the 2019 Rugby World Cup (EFE, 9/14).

Liverpool marked its 125th anniversary with a special edition shirt, which costs "nearly twice as much" as its regular jersey. The new look has the team badge, kit maker's logo and sponsor "all darkened." According to the official club website, the shirt costs £90 ($121.38), a "significant increase on the regular shirt," which is priced at £50 ($67.43) (London DAILY MAIL, 9/18).

Bundesliga side RB Leipzig secured a new partnership with the Vicus Group. The deal will see the commercial real estate developer's German Values brand "benefit from prominent advertising space on pitchside LED bands" at the team's Red Bull Arena, in the TV area and on the club's digital channels. The length and financial details of the agreement were not released (SOCCEREX, 9/18).

Serie A side Bologna partnered with wine maker Umberto Cesari for the '17-18 season. For the third year in a row, the company will be the official and exclusive wine supplier for the hospitality areas of Stadio Renato Dall'Ara (Bologna).

Serie B side Brescia announced a five-year partnership with manufacturer the OMR Group. The company will serve as the club's back-of-shirt sponsor through the '21-22 season. The OMR Group will also "benefit from a number of advertising opportunities" at Stadio Mario Rigamonti and across the club's digital channels. The financial details of the agreement were not disclosed (SOCCEREX, 9/18).

The Munich Marathon announced insurance company Generali München as its title sponsor from '18. The brand will be the first-ever title sponsor of the event (Munich Marathon).

Saudi Arabia General Authority of Sports Chair Mohammad Abdul Malik Al Shaikh "invited companies in the kingdom to sponsor the country's national team" for the 2018 World Cup. Al Shaikh said in a statement that the Saudi Arabian Football Federation "will take the necessary steps to secure backing for the squad to participate in the upcoming global tournament" (ARABIAN BUSINESS, 9/18).

League Championship side Brentford commissioned management agency Goodform to deliver matchday experience research for the third consecutive season in '17-18 (Brentford).