2023-12-02 17:04:30
These weeks there is an interesting debate taking place in the media about how much he should charge Alexia Putellas. Some measure it based on t-shirts sold or their ability to attract brands; others, because there are athletes from other more deficient sections who earn much more. And many forget that in team sports everything is measured by the performance of the team, both economically and sportingly, but that we must also understand the competitive ecosystem in which each discipline develops.
There is a first reasoning that does not fit at all with the logic of the football business or almost any business. A footballer’s salary is not only determined by his ability to generate income individually for the club in which he works, just as no employee in a company is paid exclusively based on what he sells. In any case, there is a starting point, which is how much the organization is capable of billing as a whole, and from there salary scales are defined based on a certain base.
Analyzing it from another point of view is a big mistake, since sport as an entertainment product is the result of an aggregation of assets. The value of Alexia It is marked by the capacity of the entire Barça feminine to generate business, which in turn depends on what Liga F y Women’s Champions League can obtain through joint television marketing and sponsorships. And that is where comparing with other sections makes little sense.
When in handball or basketball they pay a player Xs and that is much more than what the captain earns and double Golden Ball, the reason is none other than the market says that there are other clubs willing to pay that much to have him on the roster. Not in the domestic context, but probably in Euroleague o EHF Champions League. And here, it is true that the record television contract of the NWSL in the United States (57 million a year, almost eight times more than the F League) real competition may emerge for the best European players. He Barça, and the rest, will have to decide how to face a threat that in men’s football is already posed by Premier League.
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There is an additional risk for which there is precedent. The renewal of whores It will not only affect your individual situation. Setting the ceiling of the salary ladder at one level will automatically cause subsequent renewals to take that figure into account, whatever it may be, when addressing any negotiations. This is what happened to the Barça when in 2018 he converted to Leo Messi the highest paid footballer in history, making the extensions that came later (Piqué, Alba, Busquets…) had those reference figures. On the opposite side, the output of Cristiano Ronaldo from Real Madrid in 2018, when he was denied an equivalent raise for not breaking the salary structure.
That said, the Barça He said that the section would already be self-sufficient in 2023-2024 and, if that is not the case, it will be the board’s decision where it prefers to demand more sacrifices: in the soccer, which is the goose that lays the golden eggs; in it polideportivo, which has been showing for more years that it will hardly ever generate what it consumes; or in the Women’s Footballwith much greater growth prospects.
Sports sponsorship pulls the car
The sports industry lives mainly from sponsorship. Yes, audiovisual rights are especially relevant in football, but we can affirm that far from the beautiful sport and the elite, the main support of the entire ecosystem of clubs and competitions in Spain are the brands that support their projects, whether for a matter of local complicity or because they really consider that they can be vehicles for generating business.
The latest edition of the Sponsorship Atlas, which we prepared at 2Playbook Intelligence, indicates that companies will have invested 1,757 million euros in sports sponsorship in Spain in 2023, which is 10.6% more than the previous year. And the prospect is that the bet will continue to rise. 62% of the sector indicates that investment or sponsorship income will continue to increase in 2024, much greater confidence than that which existed last year.
There is some concentration here too, with only twenty of the more than 800 organizations competing in Spain’s elite all-sports exceeding 10 million in sponsorship revenue. In fact, half of these correspond to football and only projects such as those from ACB, Movistar Team or Mutua Madrid Open sneak into that select group.
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