Barcelona’s Lewandowski Deal Matters For Sporting And Commercial Reasons

At face value, Robert Lewandowski moving to Barcelona is a nice boost for the club on the field. But his signing has much greater significance for him, his new team and La Liga.

A three-year deal is nearly done and dusted, with the Polish goal machine set to move in a transfer that could reach €60 million ($61 million), including variables, according to El País (Spanish).

These variables, totaling around 15 million ($15 million), hinge on Barcelona’s success and the striker’s availability—more specifically, €5 million ($5 million) more if Barcelona plays regular Champions League soccer over the coming seasons and an extra €10 million ($10 million) if the striker frequently plays upon joining.

It’s a brave investment from the financially compromised Blaugrana, especially for a player who will turn 34 when the side faces Real Sociedad in its second game of the next league season. It’s a safe enough bet, though.

A winner on the pitch

While he may not be one for the future, Lewandowski is a champion on the field, having won eight Bundesliga titles in a row with Bayern Munich and a Champions League trophy with the Bavarians too. To illustrate his influence, he has not been far off one goal per game in 375 appearances.

Compared to previous Barcelona sides, many of Xavi’s young players are not consistent winners in terms of the top honors. And while helping dethrone Real Madrid will be more of a challenge for Lewandowski next season, his arrival would make the squad an immediate contender.

Lewandowski’s decision reflects a professional who still thinks he can crack it at the top level. Were he content for a so-called stress-free ride, seeking a lucrative move away from Europe would have been the more obvious option.

The Catalans are not in a position to pay the same high wages as the other European giants, so his signature is a statement—Barcelona can still attract top-billing stars, just as some were beginning to doubt it could.

Balancing the books

According to some estimations and Lewandowski’s status as Bayern’s standout earner according to recent valuations, the forward will almost certainly be taking a pay cut by leaving Germany. Should sought-after midfielder Frenkie de Jong stay, that would surely be the case with a wage bill to manage.

Nevertheless, it’s still a lot of money. Barcelona may see other immediate benefits from his arrival, however. Merchandise sales will spike, with fans desperate to see a bona fide hero following the Lionel Messi years.

Lewandowski also has a diverse endorsement portfolio, from Gilette razor blades to EA Sports. His soon-to-be employer will have a commercial magnet in the team—unlike anyone else in the current squad. That will improve Barcelona’s image, making it more attractive to potential sponsors, not to mention La Liga’s glee, having missed out on Kylian Mbappé joining Real this window.

Most significantly, though, he can be a turning point in Barcelona’s fortunes. Camp Nou spectators will not be witnessing his skills for ages, but if he brings immediate success, this could tilt the side back onto the right path and set a trophy-winning standard for the up-and-coming players.

Competing for and winning the Champions League will bring monetary rewards from UEFA, easing the club’s accounts year on year. A counter to that is he has a similar effect to Cristiano Ronaldo at Manchester United; a renowned, reliable player but not the one to take the club to the next level competitively.

A trump card for boss Xavi

Lewandowski will also relieve some of the tension on manager Xavi. An instinctive goalscorer gives the club a figure to build play around. If other individuals struggle for form, his reliable numbers will be invaluable.

Longer-term, Ferran Torres—more of an auxiliary forward—will probably fit this bill. But for the time being, Xavi has a ready-made player who, if supplied with chances, will deliver while he aims to build for more sustainable success once his latest addition leaves.