FC Barcelona – Sponsorship Valuation

BACKGROUND

Ahead of FC Barcelona’s renovation of the Camp Nou Stadium, dramatically improving the visitor experience while significantly increasing commercial income from the building was a priority for the club. Barcelona prepared projections for the renovated stadium and were seeking to raise financing.

PROJECT

FC Barcelona engaged Legends, where the Legends International team in London provided a thorough feasibility study and conducted market research in order to provide a full report and reliance letter for the banks. CSL conducted a naming rights valuation using its proprietary methodology and performed a sponsorship assessment using Nielsen’s defined methodology with comparisons to ISG’s assumptions.

RESULTS

During the course of this analysis, Legends International performed the following tasks to assess the values of stadium naming rights and new stadium assets:

• Reviewed Nielsen Sports methodology and valuation of commercial assets at a renovated stadium
• Analyzed the value Nielsen placed on new stadium asset, discounting for existing partnerships and sell-through rates
• Worked with the Club to understand assets in the naming rights package
• Conducted an impressions-based Naming Rights Valuation Study