'The Messi case has affected Barça's agreement with Rakuten'

The sports marketing expert Cinto Ajram, responsible for the activation of sponsorships at Barcelona during Josep Maria Bartomeu's mandate, has revealed the uncertainty around Lionel Messi's future has affected the extension of the contract with Rakuten. 

Barça signed a new deal last month for Rakuten to remain as the club's main sponsor until 2022 in one of the last acts of the Bartomeu presidency. 

However, in an interview with the agency EFE, Ajram has explained the cost of the sponsorship has reduced from 55 million euros plus add-ons to 30 million euros plus add-ons. The main reason relating to Messi -- in addition to the exits of Neymar and Luis Suarez. 

"It's true that the coronavirus pandemic is reducing the money from sponsors because there's less brand visibility but the agreement for 30 million euros plus add ons is more in response to Rakuten's uncertainty over Messi's future," Ajram said. 

"I would even ask myself right now if the agreement is worth 30 million euros. Rakuten began the relationship with Barcelona when there was the trident of Messi, Suarez and Neymar. Commercially it was the bomb but now Barça are renewing without Suarez and Neymar and with doubts about if Messi will continue. 

"When you sell the Barcelona brand around the world, you put Messi's face. In these conditions, no one would dare to renew for three of four years because they don't know what the value of the club will be without this player."