SBD/Issue 202/Sponsorships, Advertising & Marketing

Barcelona Forgoes Commercial Dollars In Deal With UNICEF

UNICEF To Get At Least One
Year On FC Barcelona Jerseys
Spanish soccer club FC Barcelona, “after shunning commercial offers” worth US$25.1M a year from companies such as, has signed a five-year marketing deal with UNICEF that includes at least one season of a first-ever jersey sponsorship for the club, according to Alex Duff of BLOOMBERG NEWS. UNICEF will not pay a fee, but Barcelona has not yet decided whether the logo will remain on the jerseys after the first year. Barcelona won the UEFA Champions League this season, and the team’s on-field success is “boosting income from ticket sales, advertising and TV broadcast rights, allowing it to end plans” for a commercial jersey sponsor as it looks to cut its US$225.5M debt. The official signing of the UNICEF agreement will take place in N.Y. on August 11 during the team’s U.S. tour (BLOOMBERG NEWS, 7/17).

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