LaLiga and CVC Less football and more data to recover the shine (and money) of the competition in Spain
LaLiga and CVC agreement Who is the new investor in Spanish football
LaLiga
clubs
approved last August that the
CVC
investment fund
would become an "industrial partner" in exchange for advancing 2,667 million euros that will be returned via television rights. Only
Real Madrid
,
Barça
and
Athletic
, along with Oviedo, did not join, but the rest accepted income that is conditioned to achieve the transformation of LaLiga "towards a
global digital entertainment company
." To achieve this, 70% of the contribution they will receive (1,890 million) must be dedicated to "infrastructures and technological innovation".
LaLiga has already created the commission that will sign a contract with each club that will include the standards that must be ensured in facilities and technological development and their compliance will be monitored. This is not a letter to the Kings. Each club will specify its projects and each euro has to go to the
necessary productive assets
, "LaLiga sources explain. If they do not comply, "it will be understood that they do not promote the growth of the competition and their share of television rights will be lowered," they warn.
In the club offices, they are setting priorities, with the help of consultants and advisers provided by the employers, who will guide them. "It is an opportunity that nobody wants to miss", they say. In most, depending on the money that corresponds to them in a distribution based on the current television contract, they already have a forecast of what they want to spend this part of the unexpected money on.
ATLÉTICO DE MADRID
. 154 million. It will be the entity that receives the most money and this item will be able to allocate part of the Metropolitano's expenses in recent years, but Atlético already meets almost all the standards. Its objective is to increase the customer experience and to develop a sports city next to the new stadium. In May 2020, the City Council gave the green light to the operation and the estimated investment by the rojiblancos to make the project a reality is around 60 million.
SEVILLE.
94.5 million. With them you will be able to cover a part of the cost of adapting Sánchez Pizjuán to the UEFA regulations to host the next Europa League final. The possibility, long demanded by the partners, of installing a roof in the stadium is also among the projects, which also includes the investment in the sports city, whose works will begin next season.
VALENCIA
.
83 million.
It is the club that has its objective clearer and that is more difficult to execute.
The contribution will go to the new stadium.
The works have been paralyzed for more than a decade and Lim will be forced to reactivate them or LaLiga will penalize him.
Mestalla is the oldest stadium in Primera and will not withstand technological change.
The club already works in two ways: adapting the works project to that amount so as not to make extra contributions or negotiating financing to achieve the 120 million that still remain to be executed.
The contract with CVC will also serve as the endorsement demanded by the institutions to keep alive the urban action, today unfulfilled, which gives more commercial value to the land of Mestalla.
Skeleton of the paralyzed Valencia stadium B.
DRESSING
VILLARREAL
. 75.4 million. The idea in which Fernando Roig intends to invest is in a roof for the Estadio de la Cerámica. The club renovated the Madrigal, built restaurants and VIP areas, but still does not have a roof that increases comfort and, as has happened with the facade, gives the stadium unity.
BETIS
. 70 million. The priority for the Verdiblancos is the sports city that they planned in Dos Hermanas and that the pandemic put on pause. The approximate cost of the first phase was estimated at 20 million, which they were going to pay in part with European funds granted by the Junta de Andalucía. Now it has funding to undertake various phases of the work. The project that is left a little aside is the extension of the Villamarín's preferred tier. Its cost, 25 million, could be affordable, but it would force the team to leave the stadium for a season.
REAL SOCIETY
.
65.8 million.
They are so clear about what they intend to do that they have explained it to their partners and shareholders.
A pinch will go to cover part of Anoeta's renovation costs and the rest will be invested in a mini stadium with 4,000 spectators for the subsidiary and the women, for which a building will also be built that will be shared with the field hockey team. in the national elite.
Monitoring the data of your quarry and creating a hub for diagnosis and control of injuries is also among its objectives.
ESPANYOL
.
63 million.
His priority is to build a new and modern sports city, for which he had already planned to invest around 20 million euros, making profitable the part of buildable that they have in the current ones of Sant Adrià.
The club is already looking for land.
CELTA
.
59 million.
In November 2020 he inaugurated the first phase of the Ciudad Deportiva de Afouteza, in which he had contemplated investing around 45 million to build the facilities of the first team, nine fields, a mini stadium with 4,000 spectators and a restaurant and leisure area.
ALAVÉS
.
52.5 million.
In the minds of its leaders it was already expanding the Ibaia sports city with more fields, one with a permanent grandstand and the other indoor, and trying to negotiate the expansion of Mendizorroza, a stadium that is municipal property.
GETAFE
.
44 million.
It is in similar circumstances to those of Alavés.
With the loan of the Coliseum until 2040, these revenues could be a push for the remodel.
The old aspiration of trying to buy the stadium seems somewhat remote.
GET UP
.
42 million.
Another of the teams that have a very clear destination.
They have made him a bespoke suit.
They will cover part of the remodeling of the Ciutat de València, not yet completed, and pay for the sports city of Nazaret, the ambitious project with which the club wants to return to its maritime origins and gain social mass.
OSASUNA
.
36.4 million.
It is the only non-SAD team that accepted the deal.
It will cover part of the 23 million it cost to update El Sadar and 6.5 million will be used to buy back land in Tajonar and expand the sports city, as authorized by its partners.
GRANADA
.
34.3 million.
In addition to improving its sports city, it will be able to promote the 'Granada Sport Park', a project presented in 2019 together with the City Council to surround Los Cármenes with sports, leisure and restaurant areas.
RAYO VALLECANO
.
22 million.
He has not moved token yet.
It does not have its own facilities, they are all public property, but LaLiga can force it to invest in the Vallecas stadium, which does not meet the required standards.
ELCHE
.
10.31 million.
It is one of the few teams that does not have a sports city.
He trains in the stadium or in an annexed municipal sports center.
The intention to invest is to acquire your own installation.
CADIZ
.
13 million.
The dream of building his own stadium is far from this contribution, but it is still in the mind of Manuel Vizcaíno.
Adapting Mirandilla and advancing in technology and marketing will be the main objective.
MALLORCA
.
12 millions.
It is the bottom.
The training facilities and the possibility of removing the athletic tracks from Son Moix are two proposals that he values.
Complete project of Celta.EM sports city
Can these investments grow the competition?
The answer of the experts is yes.
“It is a fantastic opportunity to adapt to the needs of sports entertainment, which seeks to offer more quality in the experience and to retain families, not just football fans.
It is competing with leisure centers, cinemas, theaters ... it is the battle of
entertainment
", explains
Damià Vidagany
, general director of DV7 Group, an expert in marketing and communication.
A unique experience
"There is a great distance between the potential income of clubs that have modern stadiums and those, like Barça or Valencia, are still burdened by the limitation of their facilities," he explains. It is about building
premium areas
, beyond the canapés in the classic honor boxes. “Every game should be a Rolling concert, no routines.
Every fan must feel like a VIP or they will stay on the couch
. The clubs need your TV subscription and your subscription, which must be aspirational. High-level integrated leisure areas should be devised, pleasant meeting places only accessible to members, ”he describes.
But not only about that.
"It is key to increase the digital and audiovisual experience, build a
millennial friendly
space
for all segments, establish
contactless
access and payment technology or simply provide top connectivity fields and use it to interact within 90 minutes," he explains.
In this way, the club will be able to monitor the behavior of its members, better understand and refine the management of the relationship with clients, to monetize and offer a
real return to sponsors
, not just mere visibility.
Not everything is in the stadium either.
"
Sports cities
have potential beyond being a bunker for the first team," says Vidagany.
"There are clubs such as Sevilla, Levante or Celta that are projecting them as meeting points, an
exclusive social space in
the open air, where they can go with the children, which strengthens the family ties with the entity."
And to create clients.
"" Until now the League gave many fish to the clubs, now it also gives them a fishing rod, "sums up the expert.
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