Cava, cigars and Gaslight: that was the dream ending to Laporta's party

BarcelonaShaking bottles of cava and smoking a cigar at Luz de Gas: that's how Joan Laporta ended his election night after to renew the mandate in the presidency of BarçaA nod to the past, as if mocking the many criticisms he had received for his methods, but summarizing in images the happiest moments of a leader who, like everyone, has great successes and shortcomings, but above all, possesses something that makes him special: charisma. Nothing new, and the main asset of a short but intense election campaign. If in 2021 he was the favorite and won the elections convincingly, on Sunday he doubled down with a landslide victory that surprised even his own supporters.

The president-elect of Barça triumphed in an election strategically scheduled for March 15th, with a campaign that took him to the terrain where he felt most comfortable and having secured the support of some of the most prominent figures in the Barça community. Perhaps the campaign wasn't perfect, but Laporta had so many aces up his sleeve that he didn't even need one. Election day She moved around the voting area as if it were her own home.He never stopped feeling like president despite having resigned to run for re-election.

The machinery of Laporta's inner circle was set in motion at the end of 2025, although there had already been some changes at the club during the summer, especially in the communications department, to prepare the ground for elections that absolutely had to be held between March 15 and June 15. The president's routines changed, and his media presence increased. Out of the corner of their eye, they monitored the movements of an opposition that never truly threatened them.

Changes in the campaign team and electoral strategy

Five years ago, the grand spectacle was the iconic Bernabéu banner, conceived by advertising executive Lluís Carrasco. The campaign manager decided everything, from the events to the tone of the speeches. And despite its undeniable success, some minor disagreements with the president's inner circle led them to decide against hiring his services this time. Instead, an electoral committee was formed, headed by Maite Laporta, the president's sister, and including people like Gabriel Martínez, the new communications director, and two trusted advisors: Enric Masip, an advisor, and Jordi Finestres, responsible for the narrative. These four employees would take a leave of absence from Barça to focus on the campaign. To avoid any suspicion, Sergi Atienza, the club's compliance officer, reminded them that they had to return their laptops and mobile phones before leaving. They will receive them back this week, as they reintegrate into the daily routine at Barça.

Running for president from within the club is not the same as running from outside. Trying to retain the mandate makes it much easier, partly because you have the entire club apparatus at your disposal. It's not illegal, nor is it something figures like Josep Maria Bartomeu and Josep Lluís Núñez did in their day. The rules of the game were set in the statutes, and Laporta, like a good lawyer, knew how to bend them to his will, starting with the election date. They wanted it to be early, although it wasn't until mid-January that they settled on March 15th. The next step was to decide that Yuste would remain as interim president, and which directors would resign with Laporta and which would stay on the provisional board.

Five years ago, Laporta lost weight to rejuvenate his image, meticulously planned presentations were organized, the speeches were carefully crafted, and every detail of the staging was carefully managed. This time, Laporta played it safe, showcasing his communication skills without considering much else, with the sole advice being to play defensively and base the campaign on boasting about Barça's sporting restructuring and the construction of the Camp Nou. Regarding the finances, it was necessary to limit himself to saying that the inherited mess was a disaster, and that they had fought "against everyone and everything." And the projects had to be glossed over, promising a "glorious future" after "having saved Barça."

"Fuente still hasn't understood that this is how you win over the members."

The message was simple, but it didn't need much more. It was all about speaking positively. The pre-campaign, with its signature-gathering efforts, consisted of showcasing Laporta's most media-savvy side. "Fuente still hasn't grasped that this is how you win over the members," sources from Laporta's campaign team point out. While his three rivals—Vilajoana and Ciria were still in the race at the time—were busy criticizing Laporta and pursuing Messi's endorsement, he was meditating, serving macaroni, slicing ham, driving a mechanical bull to Mercabarna, and riding a tractor. Always positive interactions, all duly recorded by a film crew preparing a documentary.

Once the endorsements were secured and the Laporta-Font head-to-head contest confirmed, the strategy changed. Laporta abandoned the mass rallies and gave a barrage of interviews, carefully selecting which media outlet he would speak to, always seeking the most favorable scenario. His fellow board members did the same, though to a lesser extent. By then, they had polls in hand: in every one, they said they would win, and win comfortably.

The nerves of the final week of a bitter campaign

"There are always nerves in the last week. It already happened to us five years ago," notes one of the elected directors. Xavi giving an interview about Messi shook up the candidacy. Font raising his voice in the debates did too. But Laporta is a cat with nine lives. "He knew how to turn it around, transforming the personal attacks into victimhood. And it worked out well for him, because deep down it was the pretext to boast about the successes of this term."

The last week was more acrimonious, but the nerves calmed on election day. Laporta scored the first goal by arriving at Camp Nou at 9 a.m. Font didn't show up until 11. The exit polls and the popular clamor amplified the feeling of victory, and confirmation came with a 35-point lead in the survey. Perhaps it wasn't the best match, but it was certainly one of the most celebrated victories.