FC Barcelona signs shirt sponsor deal with Chinese

FC Barcelona is understood to have signed a £13m-a-season shirt sponsorship deal that will see a brand name appear on the club’s shirts for the first time in its history.

FC Barcelona is understood to have signed a &£13m-a-season shirt sponsorship deal that will see a brand name appear on the club’s shirts for the first time in its history.

It is understood the Catalan club, which won the Spanish league this season, has signed a &£68m five-year deal to promote the Beijing Olympics and its sponsors.

Barcelona prides itself on being “mas que un club” – “more than a club” – and has always believed that its strip is too sacred to carry a sponsor’s name.

But Marketing Week revealed earlier this year that the club was close to signing a sponsorship deal after a spokesman confirmed it was talking to several leading companies (MW March 31).

The Chinese government denied it had been in talks with Barcelona, but sources say the deal has been signed and will give the club, which is struggling financially, a significant transfer budget for next season.

The club had been talking to internet betting company Bet&Win, which made an offer believed to be worth approximately &£11m a season. But the company would have been a surprise choice for Barcelona’s first shirt sponsorship deal, as industry sources had tipped it to go with a bigger brand name.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here