The summer time earlier than final, Barcelona made the form of enterprise choice that few — if any — outdoors the comparatively area of interest world of sports activities merchandising would have observed.
Since 2001, Barcelona’s merchandising operation had been subcontracted out to Nike, the staff’s jersey sponsor. By way of a subsidiary firm, Nike ran three official Barcelona shops and 15 licensed shops, in addition to overseeing some 328 licensed distributors. The branded merchandise they bought included about 7,000 objects: attire and mugs and all method of sundry tchotchkes.
Nike’s contract expired in the summertime of 2018, and fairly than renew it, Barcelona fashioned its personal firm — the snappily-titled Barcelona Licensing and Merchandising — to select up the mantle. The transfer, the membership stated, would allow “greater economic profitability and direct control of the brand.”
It was a smart move. On Monday, the accountancy agency Deloitte confirmed that, over the course of the 2018-19 season, Barcelona had generated extra income than some other membership: $936 million, a rise of $166 million — virtually 18 p.c — from the earlier yr.
Deloitte attributed that development “predominantly to the decision to bring the licensing and merchandising operation in-house.” For the primary time, Barcelona had overtaken Actual Madrid and Manchester United to turn out to be the richest soccer staff on Earth.
That isn’t the one desk that Barcelona leads. After successful the Spanish title the previous two yr, Supervisor Ernesto Valverde’s staff was high of the league, once more, this season. Barcelona had certified with ease from its Champions League group, too, not dropping a sport because it steamrollered into the final 16. By most metrics, this can be a membership in superb well being.
However not lengthy after Deloitte revealed its findings on Monday, and after a number of hours of swirling rumor, Valverde was fired.
At first look, Valverde’s dismissal — and the hiring of Quique Setién, an avowed aesthete, as his substitute — is solely additional proof that what issues at Barcelona isn’t just success, however type. Barcelona’s place on the summit of La Liga disguises not simply how brittle the staff has been this season — dropping three video games and drawing 4 extra, largely to undistinguished opposition — but additionally how mundane it has turn out to be, even in victory.
There have been excessive factors — crushing Sevilla, 4-0, at residence; a grasp class in opposition to Mallorca in November — impressed, just about universally, by the undiminished brilliance of Lionel Messi. However it has turn out to be an article of religion amongst Barcelona’s followers and to some extent amongst its gamers that despite the fact that Valverde has been successful, he has not been successful in the precise approach.
The circulate of expertise (once more, with a few exceptions) from the membership’s youth academy has slowed. A lot of the time, the staff not takes the breath away; worse, it has typically given the impression it’s not actually making an attempt to take action.
Worse nonetheless, in fact, was when Valverde didn’t win, in no matter approach. Comfortably navigating the group levels of the Champions League is all effectively and good, however it did nothing to exorcise the ghosts of the Stadio Olimpico — the place Barcelona blew a 4-1 lead against Roma within the quarterfinals in 2018 — or, extra pertinently, Anfield, the place Messi and his teammates had been swept aside by Liverpool on the semifinal stage final yr.
Some anticipated Rome to be the tip for Valverde; few imagined that, after Liverpool, he could be given yet one more reprieve, handed one other likelihood to redeem himself. To some extent, the shock was that it took six months, and a defeat to Atlético Madrid within the semifinals of the Spanish Tremendous Cup, a match that tops no person’s checklist of priorities, earlier than Barcelona determined it couldn’t danger a 3rd straight spring of despair.
Barcelona will not be distinctive, within the super-club period, in measuring itself not by the way it fares domestically however by its energy in Europe — and there, incontrovertibly, Valverde had been discovered wanting — and neither is it alone, in Pep Guardiola’s phrase, in being a spot the place “winning is not enough.”
For many groups with international horizons, the Champions League is the acid take a look at of greatness, a contest amongst true friends, the stage on which you not solely cement your standing however win new followers, increase into new markets. Victory helps that, in fact, however so does spectacle: The obtained knowledge, at the very least, is that audiences haven’t solely to be persistently impressed, however charmed, too.
What is exclusive to Barcelona is that, greater than any membership, it set the requirements by which all of soccer’s nice powers are actually judged. Between 2008 and 2012, Guardiola didn’t flip his hometown staff into probably the most admired and, arguably, hottest staff on the planet simply by successful two Champions Leagues and three Spanish titles. He did it by turning Barcelona right into a byword for magnificence, and class, and magnificence.
That, as a lot as something, is what Barcelona Licensing and Merchandising is stamping on scarves and mugs and tchotchkes and promoting world wide: not a crest or a emblem, not the success of now, not even the type of now, however the sense of what Barcelona is meant to symbolize. These values weren’t outlined by that staff of Xavi Hernández and Andres Iniesta and, in fact, Messi, however they had been embodied by it.
That’s the income stream that Barcelona wished to carry in-house: reminiscence. It’s a profitable enterprise, it seems, however additionally it is a substantial burden. Like all superclubs, Barcelona has to win. Like all superclubs, it has to win with type, or at the very least one thing that may be spun into type. In contrast to the entire others, although, Barcelona has to match up — in its personal thoughts, and in these of its followers — to a really particular picture of what it was, just some quick years in the past. It has to make them really feel as they did then.
Valverde handed the primary hurdle. He fell on the second. He bought nowhere near the third. To some extent, that was not his fault: Xavi and Iniesta are lengthy gone. Messi stays, in fact, as wondrous as ever, however he has discovered himself let down, more and more, at an institutional stage: directionless, virtually random recruitment of gamers; uninspired teaching appointments, and an getting older squad, at instances distracted and sometimes over-empowered; a board that has no clear imaginative and prescient of the membership’s route, at the very least on the sphere.
Maybe Setién will fare higher. He appears a extra pure match, actually — the place Valverde has at all times been a pragmatist at coronary heart, his successor has spent his profession, as El País put it, “in love with the ball” — although his credentials are oddly threadbare for a coach of the largest and now richest membership on the planet.
Underneath Valverde, Barcelona had one thing approaching success. It has anointed Setién as the person to revive the type. It isn’t unimaginable to have each concurrently, in fact, however that’s not what Barcelona is looking for, at coronary heart. It isn’t, actually, what’s going to outline whether or not Setién is successful or a failure. What Barcelona desires, greater than anything — what he must do, to make the membership really feel complete once more — is for the current to be similar to the previous.