Two former leaders of the football club F. C. Barcelona have decided to try their luck in a completely different field. Pep Guardiola, now the coach of Manchester City, and the recently retired Sergio Busquets have acquired significant stakes in ASAM, a company specializing in affordable housing rentals. Their joint investment became possible after a major capital increase, allowing both investors to secure 14.21% of shares each through their respective investment vehicles. The total investment amounted to nearly 5 million euros, and the deal instantly attracted attention not only from the sports world but also from financial circles.
ASAM, operating under the Alquiler Seguro brand, has long been known in the market as a provider of apartments at below-average prices. The company manages 65 properties with a total value exceeding 10 million euros. However, the management’s ambitions go beyond current figures: over the next five years, the company plans to expand its portfolio to 2,000 apartments, focusing on Spain’s largest cities. The average purchase price of properties is not to exceed 150,000 euros, helping to keep rentals accessible to a broad audience.
Star investments
Guardiola and Busquets’ entry into ASAM’s capital came as a surprise to many observers. Until now, both athletes had avoided public real estate investments. Now, their names are listed among the company’s largest shareholders, second only to the founder of Alquiler Seguro and the investment group Ventu Europe. The combined stake of the former footballers amounts to 28.42%—almost a third of all shares.
Experts note that such investments could serve as a signal to other public figures considering the rental market as a promising avenue. Amid instability in traditional financial markets and increasing demand for affordable housing, investments in these kinds of projects look especially attractive. It is possible that other sports celebrities may follow in the footsteps of Guardiola and Busquets.
Rental market
ASAM specializes in so-called ‘scattered’ properties—apartments that are not concentrated in one building, but spread across different neighborhoods. This approach allows the company to respond flexibly to changing demand and offer housing in the most sought-after locations. The average monthly rent is 750 euros, which is about a third below market rates. According to the company, the value of its portfolio has grown by nearly 21% in recent years, with annual returns holding at around 7%.
However, not all experts share investors’ optimism. Some analysts point to potential risks, including an overvaluation of real estate and upcoming changes in rental laws. Nevertheless, ASAM continues to show steady growth and maintains its position as a leader among affordable housing operators.
Looking Ahead
The company’s management is open about its ambitions: in the coming years, ASAM aims to become the largest player in Spain’s affordable rental housing market. To achieve this, the company plans not only to expand its property portfolio but also to introduce new services for tenants. Projects for digitizing rental processes and launching loyalty programs for regular clients are already under discussion.
The investments by Guardiola and Busquets could serve as a catalyst for attracting new investors and accelerating growth. Still, much will depend on the general economic climate and the company’s ability to adapt to changing market conditions. For now, ASAM is confidently progressing toward its goals, with its new shareholders keeping a close watch on developments.
Market Impact
The arrival of well-known athletes among the company’s shareholders has already sparked activity in the rental market. Some experts predict this move could trigger a wave of interest in affordable housing investments from other public figures. At the same time, for ordinary tenants, it could mean new lower-priced offers and improved service quality.
However, it’s important to keep potential pitfalls in mind. Growing interest in the rental market could increase competition and change the structure of supply. How ASAM will adapt to these new conditions remains to be seen. For now, the company continues to gain momentum, while its shareholders are betting on long-term success.
RUSSPAIN reminds readers that Pep Guardiola is one of the most decorated coaches of our time, and Sergio Busquets is regarded as one of the best midfielders in football history. Both athletes have been champions of Spain and Europe multiple times, and are now trying their hand as real estate investors. ASAM (Alquiler Seguro Asset Market) specializes in managing affordable housing portfolios and is one of the leaders in Spain’s rental sector.
