How Messi’s Departure Will Continue to Cost Barcelona
fter Lionel Messi’s departure from Barcelona, a report has revealed how much the club’s value will decrease, despite the immediate savings on his wage.
In a recent report by Brand Finance, it’s estimated Messi’s departure will see €137 million (AUD$219 million) knocked off Barcelona’s current 2021 brand valuation of €1.266 billion (AUD$2 billion), decreasing their brand value by 11%.
Brand Finance estimated the potential impact of Lionel Messi’s departure by examining his role in driving revenue across key streams, such as commercial and matchday while using “forward-thinking” to consider the wealth he would continue to bring to the club if he had stayed.
Messi’s shirt sales alone reportedly generate over €200 million (AUD$320 million), of which the club collects a portion of around 10-15%, thus they estimate with ‘Messi No. 10’ off the shelves, Barcelona could lose out on €43 million (AUD$69 million) from sales.
Messi’s game day performance, scoring more than 30 goals a season since 2008/2009 and leading the club to a number of honours, draws large match day audiences.
Brand Finance estimates Messi’s absence from the pitch could cost up to €17 million (AUD$27 million) in lost crowds.
Lastly, Brand Finance evaluates Messi’s commercial revenue, estimating his 240 million followers may be worth €77 million (AUD$123 million), all of which will follow Messi to Paris Saint-Germain.
It is being coined as the “Messi Effect”, with PSG gaining 6.85 million Instagram followers since Messi’s signing.
Brand Finance head of sports services, Hugo Hensley, said: “Messi is synonymous with the Barcelona brand and has been the club’s talisman.”
“His presence at the club has no doubt allowed it to attract additional fans, better players, managers, commercial deals and won silverware.
“His departure can cost the club as much and result in a painful brand value decrease,” he said.
So by Barcelona’s efforts to bring down expenditure by letting Messi leave, they subsequently lose millions of dollars generated by Messi, in a lose-lose tug-of-war for the club.
However, Brand Finance does suggest by bringing in another star player who can help drive better on-pitch performance, shirt sales, and commercial deals, the impact may be limited.