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.



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