I google-translated a very thorough and very well written answer of a German barca socio in the Transfermarkt forum, as I think it is a very valuable read about the recent nike deal and our overall financial situation. If you want to understand more about this topic than just the dumb twitter headlines, I recommend to read this very well written post. Translation error is for google to fix
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Of course, the numbers of the Nike contract are not officially communicated because confidentiality clauses are built into such mega contracts. the leaks are different. I've already read about 3 million, but also about 5 million euros. only for the CL win (championship and copa are regulated separately, but also identical between men and women). What would be logical to me would be: the amount will be very, very high for women's football, but below average for men's football, so that in terms of "total compensation" it is attractive. Because you shouldn't forget: there is the possibility (the contract is designed to be very long-term) that Barcelona might win the women's and men's CL at the same time. Then you collect both bonuses from Nike. That's why I don't believe that the premium for men was the highest in the industry; that would surprise me from Nike's perspective.
"The compromise of Barça with the female sports team is worth a lot in this contract, with this bonus for the first team of men."
Sigue, en vivo, el minuto a minuto de la votación telemática del nuevo contrato de patrocinio del FC Barcelona con Nike
www.mundodeportivo.com
So it doesn't just affect the CL, but all bonuses. Nike pays exactly the same success bonuses to the club for the successes of the women's and men's first teams.
Nike is a US company and women's football is becoming increasingly popular in America. Nike invests in women's football in many places. also in progressive English women's football. see:
Nike hat eine mehrjährige Partnerschaft mit dem englischen Fußballverband FA angekündigt, um sein Engagement im Frauenfußball zu verstärken. Im Rahmen dieser Vereinbarung wird Nike offizieller Balllieferant der Barclays Women’s Super League (BWSL), der Barclays Women’s Championship (BWC) und des...
sportsbusiness.at
Nike becomes the exclusive partner of Mexico’s professional women’s football league with a three-year deal.
about.nike.com
Of course, it was a central point for Nike to continue to have long-term access to the current global benchmark. This is currently the Barca women's team with 3 CL titles in the last 4 years and some very interesting players like Aitana, Alexia or Selma (in terms of marketing). In addition: in the last 4 years, an FC Barcelona player has always won the women's Ballon d'Or. To underline this: in the 2022/2023 season, Barca recorded an increase in sales of women's merchandising of 275% (!) compared to the previous season.
The new Nike deal is sensational in my opinion. And I'm not even talking about the fixed amounts and the signing fee, which are also very strong. But especially when it comes to self-marketing, licensing rights, etc., Barcelona have negotiated a huge contract, which will bring a lot more money into the club's coffers apart from the fixed amounts, because BLM is already an absolute gold mine and Barca was through the old Nike contract is severely restricted. That was actually the original point of contention between Barca and Nike. To get an idea of what huge additional potential lies dormant for Barcelona:
Until now, in America or Asia, Barca jerseys could ONLY be purchased through Nike (or through football shops) and not directly ONLINE through Barcelona or via a local presence in the form of “Barca stores”. For example, if Nike didn't offer the Barca jersey with the Champions League badge, you couldn't buy it online outside of Europe. That was due to licensing reasons. In fact, Barcelona has not yet exhausted its marketing potential in terms of merchandising in America and Asia. That changes with the new contract. Nike now allows Barcelona to sell merchandising products GLOBALLY online. You no longer see BLM as competition, but rather you work together (Nike will get their share) to exploit the potential. In the end, both sides benefit from this.
Now note: despite these previous restrictions, Barcelona is already number. 1 in terms of merchandising. It's actually crazy and shows the club's brutal steel power.
Barcelona are considering ending their long-standing partnership with Nike. The Spanish giant’s kit has been manufactured by Nike for 25 years but there’s been disagreements between the two parties in [...]
www.transfermarkt.com
The Club earned 179 million Euro in the 22/23 season, a 50% rise on the previous season, moving up to first from fifth place last year
www.fcbarcelona.com
"Barça ranked first by UEFA for kit and merchandising revenues
The Club earned 179 million Euros in the 22/23 season, a 50% increase on the previous season, moving up to first from fifth place last year"
"The recently published UEFA European Club Finance and Investment Landscape report takes a look at financial data and trends in the football sector. The report includes a section on kit and merchandising revenues and FC Barcelona rank first among all football clubs with a total revenue of 179 million Euro, some 34 million more than Real Madrid in second."
That was in 2023. again: due to Nike's restrictions, it has so far not been able to fully exploit the potential outside of Europe in terms of merchandising. Asia and America are big markets. This expected additional income comes on top of the high fixed amount, the bonuses and the signing fee.
There are also many other things planned between Nike and Barca. For example, next season they want to release a “Mamba Collection” in honor of Kobe Bryant.
"Barcelona's 'Mamba Collection' is similar to that produced by Paris Saint-Germain as part of their partnership with Nike – with the 'Air Jordan' logo having featured on several of the French club's kits since 2017."
as a small addition:
These numbers underline why I always laugh when others talk about “loss of image”. what a loss of image? Our sponsorship income is at a record level, our merchandising is No. 1 in the world and at a record level, last season in the Nou Camp over 1 million tickets were sold for games in the Nou Camp. as the first club in the world. loss of image? where? these are facts.
Let's go back a few years? It was sometimes predicted that FC Barcelona's revenue would collapse in exactly these areas without Messi because they no longer had a "franchise player". EXACTLY the opposite happened as these numbers prove. Now they are at record levels and have not even exhausted their marketing potential (including that of Lamine Yamal).
That's why it doesn't surprise me that the opposition in Barcelona is suddenly getting louder and is using the Olmo saga as an impetus to launch a definitive attack:
- The new state-of-the-art stadium is expected to be completed in 1.5 years. large additional income. Marketing is currently going better than expected.
- The salary level is again at a very reasonable level. despite still being somewhat dated. Of course there is always better.
- Barcelona has a highly talented, young team who have shown this season that they can beat any opponent (even significantly) on very good days. But a lot of things have to be right, because other teams are simply further along in their development. Consistency is of course something else that is missing, but: this team is so extremely young, that's simply the other side of the coin when you rely on such young and unfinished players. Lamine, Cubarsi, Gavi (even a Pedri) and Co. are top, but far from being a finished player. Their peak is still a few years in the future. They will get even better (may you be spared from injuries!). I am sure that the competition in Europe is very strong, but we will remain absolutely competitive in the next few years. Madrid brought in Mbappe in the summer and man said he was still relatively young. correct, but that shows the relationships with what kind of guys we are currently opposing. Lamine is a whopping 9 (!) years younger than Mbappe. A friend recently said “absurd, if Mbappe celebrates his 30th birthday, then Lamine can still play in the Spanish U21”.
- FFP problems are slowly but surely being solved and there is freedom on the transfer market (but can also bring dangers, see past) transfer policy
- new mega deal with Nike
- sponsorship income at record levels
- BLM revenues at record levels (merchandising). BLM revenue alone amounted to 110 million euros last year.
Not everything that glitters is gold, not by a long shot, but the Olmo legend wasn't needed to see that. The challenge (and also the corresponding dangers and their consequences for the club) remains huge, but despite all the mistakes that are definitely being made at the moment and the high debt burden (which absolutely has to be addressed!) that hangs over the club, there have already been worse future prospects to take over the helm at FC Barcelona. E.g. in 2021. I'm not worried about Barca in terms of sales, the decisive factor will be how you structure the cost side.
And yes, the last salary-related legacy issues (with the exception of the de Jong contract, which ends in 2026) should be history after this season. Now and in the future it is up to the Barca board (regardless of whether it is Laporta or whoever, he will not remain president forever) to remain sensible. With Messi, for example, it was agreed in 2021 that the 48 million owed would be paid off within 4 years by means of semi-annual installments of 6 million euros. Currently there is still 1 installment outstanding (assuming Barca has always paid, I'm just assuming that for now), which is due in June 2025. After that, the chapter “financial legacy issues” regarding Messi is finished.