Companies · Real cases
The classic sports thesis is “higher division, bigger audience, better sponsors”. CB Grup Barna is testing another: more community, more activation, more content and more values. Here are the concrete campaigns that already prove it.
A club doesn't have to wait for promotion to have a strong sponsorship model. Barna already has the assets brands look for, and competition is just one circle among others: around it sit families, territory, events, content and values.
Eix del Clot and Eix Comercial de Sant Martí, the two commercial associations, are Barna partners. That means real local influence: hundreds of district shops that already know the club, and a club that is a meeting point for neighbourhood families. A brand joining Barna also joins the conversation of local retail.
La Nau del Clot (Parc del Clot) draws people every weekend. According to the published FCBQ calendar, Barna plays at home an average of 8 games per weekend in autumn, peaking at 10. Counting players, coaching staff, families, the visiting team and referees/table, we estimate about 45 people per game: ~370 people every weekend (up to ~450 on busy weekends) and about 7,000 people-entries per season, from the 17 teams with a published calendar alone.
Own estimate: 156 home games at La Nau in the 2026-27 FCBQ calendar × ~45 people (2 teams of ~10 players + 2 staffs, ~20 relatives, ~5 referees/table). Excludes training, Escoleta, camps and 3x3: this is the floor, not the ceiling.
Every example is a real campaign or partnership, not a promise. Every partner from the 2025-26 season has renewed for 2026-27: we have not lost a single one.
Basketball leaves the gym and enters one of Barcelona's major shopping centres: 113 teams (a record) in June 2026, spread across Westfield, La Nau and the Rambleta. The club doesn't just play: it organises, drives footfall and creates experiences.
InfluencersSix creators came to the tournament, with 1.9 million combined followers: Ari Geli (1 M), Rubén RG (401 k), Hers0n (198 k), Ismael Bouss (138 k), Pol Fores (118 k) and Edu Gil (63.4 k). Content, interviews and reels that reach beyond the community.
Team naming, jersey, gamedays and Media Day. Photography fits club life naturally, and the brand moves from sitting next to Barna to being part of its story.
All yearChristmas, February, Easter and summer. The summer camp grew around 30% in revenue from 2025 to 2026: when the competition ends, the club keeps existing for families.
Camps attended by NBA and EuroLeague players. Kids from El Clot train with role models they normally only see on TV: an asset no outside competition can give a brand.
A week ago the federation awarded Barna for its best practices. A recent, external endorsement for any brand joining the club.
Barna is a finalist for the Premi Dona i Esport: women's basketball as half the club and as a recognised value, with women coaches and role models across the structure.
Barcelona 2026, World Capital of Architecture, places architects' models in shops across all ten districts. La Nau del Clot takes part with two models from Gómez & Diaz arquitectes (CORTILS 59 and BELLAVISTA 3), in a safe indoor space. The arena becomes an exhibition room for the city.
Possible free loan of an LED screen for the arena in 2026-27, pending the company's decision. On-screen advertising, banner, social media and launch: a new commercial surface at La Nau for every weekend game.
Clothing and accessories from the official shop, designed and promoted by the club. Proof that the community responds to a commercial proposal.
Every ball shown on social media and in any club communication is a Wilson. The sponsor's product is the star: present in training, in the game and in the content, with no forced activation.
Aqua Amiga helps us eliminate plastic: the club bottle, as an example of the partner's product in players' hands, linked to a Premini team.
With 34+ teams, a huge amount of games is produced every week. Video and audiovisual tracking in a setting where the product really makes sense.
Restaurant on Carrer del Clot: contribution and raffles for families. A neighbourhood brand working with specific teams and families.
Meals as prizes and perks for the Barna community, near Westfield Glòries: the brand reaches families and members get a concrete benefit.
Tickets, prizes and goodie bags for families and participants. A leisure park has no direct link to basketball, but it does to families: that's Barna's criterion.
Club presence at events, talks and broadcasts: Barna also connects basketball communities.
Barna leaves the neighbourhood: tournaments, travel and experiences, with lodging and equipment as new territory for partners.
In-kind contribution approved for one year: cloths, mops, glass-cleaning products and nitrile gloves. Part of the club's operating spend becomes commercial inventory.
Gives us 300 packs for the Escoleta opening on 24 October: product trial and contact with families.
Gives us 10 free licences to build the club's CRM (company tracking, opportunities, relationships): a partner helping Barna become a better business.
The club's expert centre for physical preparation: services valued at around €500 and two sessions for players.
New partner for the 2026-27 season. Paediatric dentistry and oral health connect directly with Escoleta and youth families.
Christmas Lottery 2026 (no. 17245) closed with the neighbourhood administration: club and shop sell together, and the community buys close to home.
In-person round of shops in El Clot and Sant Martí, with the club as meeting point. That's how local brands joined the Barna ecosystem.
Menstrual hygiene pack with the Clot pharmacy for the club's players, with joint communication: health and women's sport, two value lines for the partner.
Photos by Foto Jané from the Westfield Glòries 3x3: 377 images in the gallery.
3rd edition, 6-7 June 2026, across three venues in El Clot-Glòries: Westfield Glòries (FIBA court), La Nau del Clot and the Rambleta. Categories from Escoleta to veterans, with €2,000 in prizes split equally between senior women and men, plus the inclusive Barna Màgics category.
Six creators, 1.9 million combined followers. Profiles and tournament reels:
Valencia Basket came to La Nau for a women's friendly against Lima-Horta and posted it on their Instagram: an ACB club filming from our arena. Valencia Basket's posts:
Javier Torralba started at CB Grup Barna aged 4 and is the new head coach of Valencia Basket Women 2026-27. The interview, co-published by Valencia Basket Women (@womenvalenciabasket) and @cbgrupbarna:
The camp runs with Time Chamber, where Iandrey trains NBA and EuroLeague players. Some of those who have come through the project, with their post:
Open conversations, not agreements yet. We keep them apart from delivered activations so nothing is inflated.
Instagram has passed 700,000 views in some months of 2026, with a reel-first strategy. On top of that come WhatsApp, email and physical presence. A brand doesn't just buy a fence banner: it joins a year-round content schedule, including our own series La feina que no es veu, Radar Barna and Efecte Clark, which can be sponsored without sponsoring a whole team.
A partner brand doesn't just appear at Barna: Barna takes it into the neighbourhood. Every family, player and coach is an ambassador: 450+ families who talk to their circle every week, 400 players wearing the shirt and partner colours, and an owned channel (Instagram, WhatsApp, email) that tells the partnership in its own voice. A recommendation from a Clot family is worth more than any banner.
Women's basketball across the whole structure, Barna Màgics, Escoleta from age 4, open days with 200+ interested children and Cistella Petita. A company joining Barna isn't linked to a recent project: it's linked to a club founded in 1965 and rooted in Barcelona.
You don't need to reach the top league to be interesting to brands. Brands need to understand everything Barna already is.
Tell us the company name and we'll propose a tailored entry point: from a single team or action to a club-wide agreement.
