A major shake-up has occurred in Barcelona's executive ranks as vice president Juli Guiu steps down from his position following contentious negotiations over the club's renewed Nike partnership. The departure, officially attributed to "personal reasons," reveals deeper tensions within the club's leadership regarding the historic sportswear deal.
The resignation comes in the wake of Barcelona's new agreement with Nike, valued at an unprecedented €100 million ($103 million) per year. Sources close to the situation indicate that Guiu, who headed the club's marketing operations, found himself increasingly sidelined during negotiations after expressing opposition to specific deal terms. A significant point of conflict emerged regarding commission payments to intermediary agent Darren Dein, who played a crucial role in facilitating the Nike negotiations.
Guiu's tenure was marked by significant commercial achievements, most notably securing the landmark Spotify sponsorship deal, which included naming rights to the prestigious Camp Nou stadium. The Nike agreement, announced by club president Joan Laporta in November and subsequently ratified by club members at a December emergency meeting, represents what the club claims to be the most lucrative sponsorship deal in football history.
The timing of Guiu's exit coincides with broader administrative challenges facing the Catalan giants. The club recently navigated a controversial decision from Spain's sports ministry (CSD) regarding player registrations for Dani Olmo and Pau Víctor, despite facing opposition from La Liga and the Spanish Football Federation (RFEF). This move has sparked criticism from rival clubs, including Atlético Madrid and Las Palmas.
Barcelona's statement acknowledged Guiu's contributions since joining the board in 2021, particularly highlighting his role in securing key partnerships during his service as one of the club's four vice presidents.
