2023-10-20 12:24:11
Joan Laporta’s Barcelona Football Club continues to explore new ways to ensure the sustainability of an entity conditioned by its high expenditure item. Thus, in the Camp Nou offices this Friday the announcement of the agreement reached with PortAventura World was celebrated by which Barcelona is willing to explore the development of “large format” theme parks around the world that would operate under the Barça brand.
This is the most impactful route of the agreement, since both the entity and the business holding company that manages PortAventura World (Resort Holdings BV) try to find formulas for the creation of large traditional theme parks, of more than seven hectaresand that would incorporate the traditional services of this type of proposals, with shops, museums and shows as additives to the attractions.
Furthermore, the working group that will be created integrating staff from both Barça and PortAventura will try to combine “interactive, educational and entertainment experiences through different themed attractions, restaurants and merchandising”. Although, in this case, mostly in interior spaces and that would occupy between 500 and 2,000 square meters.
Global audiences
Both organizations try to attract global audiences that allow them to expand their business models, especially in international markets.
Furthermore, the alliance has a clear objective the exploitation of the resources of the future Espai Barça, which is expected to begin to pay dividends from November 2024, which will be when the Barça first team returns from its exile in Montjuïc. Thus, everything involves creating “new experiential experiences to reach new global audiences”, as well as “entertainment experiences” based on museum, commercial and leisure activities.
Juli Guiu, whose participation has been key in the agreement with Spotify by which The Rolling Stones have printed their legendary logo on the Barça shirt Looking ahead to the next League classic against Real Madrid, he elaborated on how the Barça entity plans to maximize the generation of resources in ways that go far beyond the football spectacle itself. “It is part of the spirit of this board of directors of be imaginative so that Barcelona finds formulas to maximize the potential of the brand around the world“, maintains the Barça vice president of marketing.
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Likewise, Arturo Mas-Sardá, president of the board of directors of PortAventura World, pointed out that the idea involves diversifying its entertainment commitment “towards the football and sports segment.”
PortAventura World Parks&Resort is pleased to have received more than 100 million visitors in the 28 years of history of its PortAventura theme park, in addition to FerrariLand and Caribe Aquatic Park.
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