CBRE boosts its sports division with the arrival of Alex Barbany as a senior advisor.

The real estate consulting firm CBRE has taken a significant step in its growth strategy within the sports sector with the recent appointment of Alex Barbany as Senior Advisor in its Sports Real Estate division. This move not only strengthens the firm's ability to optimize sports assets but also reflects a growing trend in the entertainment industry, where stadiums are becoming multifunctional centers that can generate revenue even on non-game days. Since its launch in 2021, CBRE's Sports Real Estate division has operated under the premise that sports clubs can increase their revenue by up to eight times on days when no sporting events are held. This approach has allowed the consulting firm to engage in large-scale projects in Spain, including the renovated Santiago Bernabéu Stadium and the Galicia Sports 360 sports city, as well as collaborating with renowned clubs such as Valencia, Albacete, and Granada. Barbany's experience in the sports field is noteworthy. His involvement in the Executive Committee of FC Barcelona from 2021 to 2023 and his role as Executive Director of Espai Barça, a project involving an investment of €1.5 billion, positions CBRE as an entity with a deep understanding of the needs and challenges in the management of sports assets. The transformation of Spotify Camp Nou and the construction of the new Palau Blaugrana are just a few milestones that Barbany has led, bringing a strategic vision that is now integrated into CBRE's offerings. Beyond his background in sports, Barbany has over 20 years of experience in the real estate sector, particularly in retail. His leadership at CBRE for the Retail area in Spain from 2007 to 2017, followed by his role at Intu Properties, provides him with a background that will be essential for the development of the Sports Real Estate division. This cross-experience will allow the firm to tackle projects with a comprehensive perspective that encompasses both economic profitability and customer satisfaction. CBRE's focus in this new era of sports aims not only to maximize the clubs' revenues but also to enhance the audience experience and revitalize local communities. "At CBRE, we want to be a key player in the transformation taking place in the sports industry," says José Ángel Sospedra, Head of Sports Real Estate. This commitment translates into work that impacts three levels: sports assets, audience experience, and the urban environment. The ability of stadiums to be used as versatile spaces on non-game days opens up a range of opportunities that have been underutilized until now. Spaces for concerts, fairs, corporate events, and community activities are just some of the options that clubs are beginning to explore. This diversification not only increases revenue but also positions clubs as vital elements in the social and cultural life of their respective cities. Barbany's arrival at CBRE not only represents a boost in terms of knowledge and experience but also establishes a clear roadmap towards innovation in the management of sports assets. His strategic vision will enable clubs to adapt to a constantly changing environment and to an audience that demands more enriching and diversified experiences. While game days will continue to be the central focus of clubs' activities, the ability to generate revenue on non-event days has become an urgent necessity. The efficient and creative management of these spaces will be key to the financial sustainability of clubs in the future. With these initiatives and Barbany's expertise at the helm, CBRE positions itself not just as a consulting firm, but as a strategic partner that accompanies clubs on their path towards modernization and maximization of their assets. With a long-term vision and a focus on sustainable profitability, the firm is ready to revolutionize the way stadiums are perceived and managed in the entertainment industry.