The presidential elections at FC Barcelona have captured intense media scrutiny worldwide, especially within Catalonia, as multiple candidates vie for the coveted position. Among the contenders, Joan Laporta emerges as the frontrunner aiming to reclaim the club’s presidency, yet he faces formidable competition from figures such as Víctor Font and Marc Serra, among others.
In a strategic move to bolster his electoral campaign, Marc Serra employed the image of Lionel Messi, the club’s legendary icon, despite the Argentine superstar’s departure from Barcelona in the summer of 2021. This tactic, designed to evoke nostalgia and hope, surfaces amid growing speculation about Messi’s potential return to the famed Camp Nou stadium.
Messi’s Possible Return and Its Implications
Serra’s campaign features a striking billboard displayed prominently on a building in Barcelona, portraying Messi triumphantly holding his iconic number 10 jersey alongside the slogan: “Looking forward to seeing you again,” which interestingly mirrors Laporta’s previous campaign motto. This public display has ignited widespread debate within the Catalan community regarding whether this represents a sincere negotiation between Serra and Messi or merely an electoral ploy.
Despite the fervor surrounding his name, Lionel Messi, currently contracted to Inter Miami until 2028 and set to celebrate his 39th birthday on June 24 this year, has refrained from commenting on the electoral process. Nevertheless, Serra has persistently emphasized that Messi’s return would significantly boost merchandise sales and overall club revenues.
In an interview last November with Spanish press, Serra elaborated on the financial windfall a comeback could generate: “When a legend departs, and everyone assumes it’s forever, his return injects exponentially higher profits, fueled by the novelty factor. It’s akin to the resurgence of the band Oasis, whose earnings tripled compared to their active years.”
According to Serra, the resurgence of Messi at Camp Nou would trigger an unprecedented surge in ticket demand, with projected price hikes reaching 30% for tourists, while season ticket holders would remain unaffected. The sports network RMC Sport has also reported these expectations.
Serra further predicts that by aggregating the anticipated new revenue streams attributed to Messi’s comeback, Barcelona’s club valuation could ascend by approximately 15 to 20%. This potential financial uplift underscores the profound influence Messi continues to wield over the institution, despite his current commitments abroad.