Barcelona will sell the naming rights to their Camp Nou stadium for a year in an effort to raise money for the fight against coronavirus, the LaLiga giants have announced.
The club have decided to break from tradition for the first time to play their part in tackling the global heath crisis, with their home set be renamed for the first time since it was opened in 1957.
Camp Nou is the biggest stadium in Europe with a capacity of more than 99,000 people.
“We want to send a universal message: For the first time someone will have the opportunity to put their name on Camp Nou and the revenues will go to all of humanity, not just Barca,” club vice president Jordi Cardoner said.
“The initiative arose in an emergency situation. We think that we have to have a very quick response, putting our crown jewel at the service (of the fight).”
Blaugrana chiefs been working on a number of initiatives to help raise money to fight COVID-19, giving up facilities and helping import medical supplies through partners of the Barcelona Foundation.
The naming rights for the stadium will be available for a one-year deal, commencing at the start of the 2020/21 season.
A club statement said: “In the next few weeks, the Barça Foundation, through the Club’s Commercial Area, will begin the process of finding a sponsor who wishes to acquire the title rights to Camp Nou for a season with the proceeds going to finance research projects and other projects involved in the battle against the effects of COVID-19, both at a local and international level.
“Barca are ceding those rights for a name to be put to Camp Nou for the very first time as the title rights are a commercial option that has never been exploited before.”