FC Barcelona is set to launch an official channel for the resale of its merchandise. This move aims to bring the second-hand market, which has been operating informally, under the club’s control. The initiative seeks to ensure authenticity and allow the club to benefit from the revenue generated.
BIHUB Invests in Drelife
The Barça Innovation Hub (BIHUB), Barça Licensing & Merchandising (BLM), and Drelife are collaborating to create the first official second-hand channel for FC Barcelona merchandise. The BIHUB has invested in Drelife, a Barcelona-based start-up specialising in circular economy solutions for the retail sector. This investment aligns with the BIHUB’s strategy to identify and accelerate tech companies capable of transforming the sports industry.
Drelife is now the fifteenth start-up in the BIHUB portfolio. The BIHUB provides these companies with capital, access to the FC Barcelona ecosystem, specialised sector knowledge, and implementation capabilities on a global scale.
BLM’s Role in the New Channel
Barça Licensing & Merchandising (BLM) plays a crucial role in the project. BLM will ensure the second-hand channel is an extension of the official store, maintaining quality control, authenticity, and service standards. The data generated by this new channel, including collector behaviour and demand for specific jerseys, will be used by the Club as a strategic asset for commercial and loyalty decisions.
Recapturing Value in the Second-Hand Market
The global second-hand sports merchandise market is experiencing double-digit growth and generates billions of euros annually. Previously, this market operated independently of sports clubs, lacking verification and failing to provide revenue back to the originating entities. FC Barcelona aims to be among the first clubs to recover this value, establish a recurring revenue stream from existing assets, and gain insights into fan collecting habits.
The initiative will allow FC Barcelona to open new business avenues in the sports industry.