Qatar Foundation exploits Barcelona FC ties to grow UK profile

Non-profit organisation the Qatar Foundation is showcasing its £125m sponsorship of Spanish champions Barcelona FC with the launch of a major marketing drive to build its profile in the UK.

The Qatar Foundation’s campaign is using Barcelona stars including Messi, Fabregas and Xavi.

The “Passion Drives Us All” campaign features Barcelona stars such as reigning World Footballer of the Year Lionel Messi and Cesc Fabregas in a series of adverts explaining the work done between the foundation and the Catalan club.

Ads highlight the education projects carried out with young people in the Middle East through the partnership.

It is part of a wider awareness push from the organisation launched earlier this year. The foundation is hoping its sponsorship of Barcelona, which clinched its fourth Spanish title in five years this weekend, can help explain the work it does outside of its domestic market as it steps up efforts to build partnerships in the West.

The Doha-based group replaced charity Unicef as the club’s chief sponsor in 2010 after agreeing a six-year deal thought to be worth around £125m.

Latest from Marketing Week


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


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.


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.


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

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