Barcelona, Spain - In a significant diversification move, FC Barcelona has announced a strategic partnership with Novadial Corporate to launch 'Can Barça,' a global restaurant chain that will blend the club's iconic brand with food and beverage operations across international markets.

Revenue-Driven Expansion Strategy

The partnership represents a calculated approach to brand monetization, with Barcelona contributing its globally recognized brand while Novadial Corporate handles all operational investments and costs. The first location will open in Burgos, Spain, serving as a prototype for an ambitious international rollout targeting at least ten locations across America and Asia within three years.

According to club treasurer Ferran Olivé, who presented the initiative during Barcelona's Ordinary General Assembly, the deal structure ensures immediate profitability through a comprehensive revenue-sharing model:

6% of all food and beverage sales

8.5% to 10% of profits from official club merchandise sold in restaurants

10.5% to 12% commission on exclusive Can Barça product line sales, based on volume

Confidential minimum income guarantee ensuring first-year profitability

Integrated Retail-Dining Concept

Each Can Barça location will feature an integrated FC Barcelona 'Botiga' store, creating a unique retail-dining experience that maximizes revenue streams. This hybrid model combines gastronomy with merchandise sales, managed by Barça Licensing & Merchandising (BLM), the club's global brand development division.

The concept extends beyond traditional sports-themed dining, incorporating official merchandise alongside exclusive Can Barça products, creating multiple touchpoints for brand engagement and revenue generation.

Quality Control and Brand Protection

Barcelona has implemented strict quality oversight measures to protect its brand integrity. "Product control and quality are guaranteed. If the quality falls short, the contract allows for termination," emphasized Olivé, highlighting the club's commitment to maintaining brand standards across all F&B operations.

Market Context and Financial Performance

This expansion comes during a period of strong financial performance for Barcelona, with revenues exceeding €880 million in the 2024-25 season, driven by stadium-related business recovery and BLM's commercial growth. The club currently operates more than 40 official stores worldwide and maintains partnerships with Amazon and several Asian distributors.

Experience-Driven Marketing Strategy

Beyond revenue generation, the Can Barça concept aims to strengthen emotional connections with fans in new markets. Each restaurant opening will feature appearances by Barcelona Legends, jersey signings, and memorabilia exhibitions, creating experiential marketing opportunities that extend the club's global reach.

"These spaces won't just sell food or shirts — they'll export the Barça experience and strengthen the bond with fans who can't visit the Camp Nou," noted Olivé.

Industry Implications

The Can Barça initiative represents an innovative approach to sports brand monetization in the food and beverage sector, demonstrating how established brands can leverage their equity to enter new markets without direct capital investment. This model could serve as a blueprint for other sports organizations looking to diversify revenue streams through F&B partnerships.

The partnership with Novadial Corporate positions Barcelona at the forefront of sports-entertainment dining concepts, combining brand loyalty with culinary experiences to create sustainable revenue streams in the competitive global F&B market.