Brands & Sponsorship, Sport Business | Sep 22, 2017
FC Barcelona's Chief Revenue Officer explains the Barca brand secrets, reveals the club's target growth territories and how the club promotes its most valuable assets.

Francesco Calvo is FC Barcelona’s Chief Revenue Officer, responsible for the operations, sales, marketing and revenue management of the club. Having previously worked as Commercial Director and Chief Revenue Officer at Juventus FC, Calvo worked for many years at the Italian club where he gathered in-depth knowledge of the football business, the generation of income and sponsorship deals. Calvo was put in charge of Juventus’ commercial plans and strategies, generation of income, financial sustainability, licenses and the implementation and development of new digital platforms. Calvo has also held managerial positions at Philip Morris International and Marlboro Motorsports Global Communication, and his representation of these companies led to his involvement in the business side of Formula One and Moto GP.

Interviewed backstage at the Leaders Sport Business Summit in New York in March, Calvo discusses why the FC Barcelona brand is so unique, reveals the club’s target growth territories and what FC Barcelona is doing to cultivate those fanbases, delves into the strategy for promoting the club’s most valuable assets, and addresses the rumours about Gerard Pique having set up the club’s sponsorship deal with Rakuten.

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