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The suburbs addition west of Barcelona are aphotic and quiet on a contempo evening. But on one blithely lit hillside, floodlights brighten altogether manicured fields, assuming a becloud of blush and action. About 125 boys, some as adolescent as 11, chase aback and alternating beyond the grass, blame footballs in a circuitous choreography of advance and defense.
If this were any added suburb, it adeptness be a approved after-school sports activity. But these are no accustomed kids. In their sweatpants and jerseys, they are actuality for one purpose: to breach into the awfully dainty all-around industry of top-flight football (or soccer, to use the American word). The boys acquire been adopted by able scouts and plucked from their baby clubs beyond Spain and sometimes abroad. Then, like admired orchids, they’ve been buried in La Masia, the training academy of Football Club Barcelona—one of the richest and best admired able sports franchises anywhere in the world. Aback I ask which boy could be the abutting Lionel Messi—Barcelona’s superstar, and some would altercate the best footballer in history—a agents affiliate credibility to a angular 11-year-old in neon-orange cleats, darting beyond the field. He tells me the boy is from a bashful North African immigrant ancestors in Barcelona and destined for stardom. “He is one of the best in Spain,” he crows.
To be the best in football is the dream of endless millions about the world—a admeasurement of the able attraction of the best all-around action on the planet, with accouchement and adults from the U.S. to Uganda watching their admired teams arena in arranged stadiums hundreds or bags of afar away.
Aspiring football stars at La Masia, FC Barcelona’s acclaimed training academy.
Photograph by Javier Luengo for Fortune
Among the aristocratic clubs, few rank with Barça, as FC Barcelona is frequently known. Added than 100 actor bodies chase Barça on Facebook and tens of millions added on Twitter. Barça has able that behemothic afterward in allotment through its acutely bright history. Its byword is Més que un club, “More than a club.” And FC Barcelona fights not alone to win alliance titles—it has won Spain’s La Liga two dozen times and abounding European championships—but additionally to advance its altered adeptness aural Spain’s semiautonomous arena of Catalonia, which has battled for its abstracted rights from Madrid for added than a century. Through all that, Barça has kept millions alert to its televised matches, acknowledgment to the fast-paced appearance it developed in the 1980s, dubbed tiki-taka, in which players rapidly canyon the brawl as they bandy positions. The catechism now is, Can Barça absorb its uniqueness, in an industry that is anytime added focused on big money?
The business of all-around football is humongous and still growing fast. Added than 3 billion bodies watched Germany exhausted Argentina in the final of the 2014 Apple Cup, run by FIFA, the all-embracing football body. That’s added than 30 times greater than the cardinal that watched the Super Bowl in February. The viewership will about absolutely be gargantuan afresh for this summer’s monthlong Apple Cup in Russia, which opens in Moscow on June 14 and includes 32 civic teams from about the globe. And that’s admitting the actuality that the U.S., one of the sport’s fastest-growing markets, bootless to qualify. No matter: Stars like Barça’s Messi, who is from Argentina, are all-around brands. In fact, throughout the year, every year, it is able teams like Barça that command the behemothic money and audiences—and both are soaring.
Now, afterwards a aeon of animated bounded pride, Barcelona is aiming to become the aboriginal club of any action on the planet to access 1 billion euros ($1.23 billion) in acquirement a year, conceivably as anon as 2020. Aftermost year, the world’s top three football teams—Manchester United, Absolute Madrid, and Barcelona—brought in accumulated revenues of about $2.5 billion, acknowledgment to ascent TV-rights deals with Europe’s football leagues and advocacy deals active by the alone clubs, according to the anniversary Deloitte “Football Money League” address appear in January. All three ranked advanced of the NFL’s better acquirement generator, the Dallas Cowboys, which had $700 actor in sales aftermost year. Aristocratic clubs like Barcelona “are the top revenue-generating sports [franchises] in the world,” says Austin Houlihan, a administrator at Deloitte’s Sports Business Accumulation in Manchester, England.
Barcelona’s Lionel Messi celebrates afterwards scoring a ambition vs. Atlético Madrid on March 4.
Alex Caparros—Getty Images
But the blatant numbers affectation some festering problems. TV viewership is bottomward in genitalia of the world, with added and added bodies live-streaming matches on their phones. Meanwhile, top players’ salaries are rocketing up so fast that they acquire accomplished sums anticipation doubtful beneath than a year ago.
Both factors allurement aristocratic clubs in a around-the-clock coursing for money: The harder they attempt for the actual top rankings, the added money they allegation aloof to break on top. With a tiny scattering of teams scrambling to assurance the world’s best players, there is a growing gap amid the few, like Barça, with abundant money to attempt at the accomplished level, and the masses beneath them. For the 2016–17 season, Barça generated 648 actor euros ($706.7 million) in revenue, according to Deloitte, a advantageous 25% access over its absolute from bristles years earlier. (Barcelona itself appear 682 actor euros in revenue, but Deloitte’s appraisal strips out factors like foreign-exchange earnings.)
“If we appetite to be acknowledged and if we appetite to acquire a club
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