FC Barcelona, one of the most iconic football clubs in the world, engaged Innovative Partnerships Group as its exclusive agency of record for the Espai Barça project. Referred by Goldman Sachs, Innovative Partnerships Group was brought on to develop a state-of-the-art commercial sales program for the club’s €1.5 billion renovation of its facilities. The project focused on four key pillars: construction, B2B partnerships, a cutting-edge technology partner stack, and traditional consumer engagement. Innovative Partnerships Group's role was to identify and secure high-value partnership opportunities, including entitlement lounges and naming rights programs, to maximize the commercial potential of Espai Barça.

The Espai Barça project introduced a new approach to partnerships in Spain and across Europe, requiring significant market education on the value of entitlements—particularly the monetization of large lounges and hospitality spaces. The challenge was twofold: ensuring these new assets fit within FC Barcelona’s pricing structure while also aligning with the club’s prestigious legacy. Additionally, the complexity of the project required seamless coordination across multiple divisions, including construction, B2B sales, and various internal teams, to create a unified and strategic commercial sponsorship approach.

Innovative Partnerships Group revolutionized the traditional sponsorship model by creating new inventory and assets that clearly defined the partner journey. By shifting the focus from conventional marketing sponsorships to strategic B2B partnerships, IPG unlocked new revenue streams that delivered mutual business growth. This innovative approach allowed FC Barcelona to offer partners not just brand visibility, but integrated opportunities to drive reciprocal business and long-term value.

Through Innovative Partnerships Group's expertise and strategic execution, FC Barcelona is set to meet and exceed its revenue targets for Espai Barça, securing multiple high-profile business partners in the process. The partnership has been so successful that Innovative Partnerships Group continues to be retained by FC Barcelona, further solidifying its role in shaping the club’s long-term commercial strategy. With new naming rights programs, entitlement lounges, and cutting-edge sponsorship models, FC Barcelona is now positioned as a leader in European sports commercialization.