Club's strategy confirmed by merchandising sales

Club's strategy confirmed by merchandising sales

Last year's expansion means the Club remains unaffected by the move to Montjuic

Barça's appeal remains undimmed in the eyes of fans of football and sport in general when visiting Barcelona and Catalonia. Testament to this is that the business conducted by Barça's company that manages the Club's licences and merchandising, BLM, has improved on the previous year, with double digit growth from one season to another. This growth is due to the expansion and diversification of the business over the last 12 months, which has enabled Barça's members and fans to feel close the Club and for official products to be available on matchdays.

The Club installed nine points of sale around the Estadi Olímpic Lluís Companys for fans on matchdays, meaning everyone can obtain their Barça memento and enjoy how Xavi Hernández' team play. These strategically placed points of sales both around and inside the stadium have led to improved matchday revenue during the games played so far at Montjuic compared to the previous season.

After virtually doubling the revenue from the 2021/22 season to the 2022/23 season, the 2023/24 season has begun in promising fashion. The first quarter saw the BLM business continue to grow compared to last season thanks to the strong growth in e-commerce and Barça brand product licensing.

Barça Store expansion

Via BLM, the Club has invested and diversified the business in the past two seasons to continue growth even while at Montjuïc, where income from the stadium store could reduce. The Barça Stores have been expanded and diversified, with the opening of 10 points of sale in the most strategic locations in Catalonia and in Madrid. Online sales have also been promoted, as have the international sales of licensed products.

Expanding and diversifying product collections has also proved crucial, while offering iconic kits for sale (with the white jersey proving a big seller this season). This is complemented by clothing collections designed and produced directly by the Club, with a strong emotional and historical bond, such as the Cruyff collection and re-issues of retro jerseys. There has also been business with leading brands such as Etnia (sunglasses), Lego (toys) and signed memorabilia (Icons).

13 proprietary Barça Stores and four franchises

FC Barcelona currently owns and manages 13 Barça Stores, eight of which were opened during the 2022/23 season. These include the Canaletes store, the flagship store and second largest in surface area after the Spotify Camp Nou Store.

The Club's 13 Barça Stores are at strategic locations to benefit every blaugrana. The Club manages the Barça Stores at the Spotify Camp Nou, Canaletas, Paseo de Gracia, Madrid, Centro Comercial Arenas, Pueblo Español, Barça Store & Exhibition Sagrada Familia, Westfield La Maquinista, Parque Central Tarragona, Aeropuerto T1, Aeropuerto T2, La Roca Village and Maremagnum. In addition to these 13, Barça has four franchise stores in Palma de Mallorca, Salou, Platja d'Aro and Ronda Universitat in Barcelona.

The Club also has stands in El Corte Inglés, with two in Barcelona (Diagonal and Plaça Catalunya), and two in Palma de Mallorca. All part of the Club's plan to expand the retail business via the company, Barça Licensing & Merchandising (BLM), founded in June 2018.

Second kit a big hit

This season saw Barça decide to take the plunge with a totally innovative and groundbreaking second jersey, with white the predominant colour of the second kit. Second kit jersey have traditionally accounted for 20 to 25% of all jersey sales, but this year's figures sees it account for 30 to 40 % of all sales among blaugrana fans. It has accounted for 50% of purchases in Barça Stores since it went on sale on July 26.

Barça has continued to offer innovative products for every blaugrana this season, at prices that everyone can afford. This growth makes the merchandising business now one of the Club's main sources of income and places us at the forefront of the sector. The Club identified it as one of the main pathways for growing income and for connecting with the over 400 million blaugrana fans worldwide.


Força Barça
Força Barça

Related to this article

Close article

Related to this article