SBD/Issue 63/Sponsorships, Advertising & Marketing

Barcelona, Qatar Foundation Agree To Record Shirt Sponsor Deal

FC Barcelona Will Look For Ways To
Have Both Qatar, UNICEF On Shirts

Spanish La Liga club Barcelona Friday announced that they have agreed to a "record shirt sponsorship deal with the Qatar Foundation" worth approximately $40M (all figures U.S.) annually that runs through the '15-16 season, according to REUTERS. Barcelona said that the deal is the "biggest for any soccer club," and it will earn the club about $220M, including approximately $20M "for the remainder of the current season." The Qatar Foundation has projects "focusing on education, scientific research and community development." Barcelona is "one of the few clubs in world soccer not to have a corporate logo on their first-team shirts, instead displaying the name of the United Nations Children's Fund, UNICEF, for which they pay the organisation" about $2M per year. A Barcelona spokesperson said that the club "will seek to find a way" for the logos of both the Qatar Foundation and UNICEF to be displayed, "although if that was not possible the UNICEF name would take priority" (REUTERS, 12/10). In London, Steve Wilson notes the deal marks the "first time" that Barcelona "will sell sponsorship space on their shirts." The deal also marks the "most expensive deal of its kind" in soccer, as the $220M amount "far exceeds anything commanded by other major European clubs" (TELEGRAPH.co.uk, 12/10). IMG was the strategic advisor to the Qatar Foundation for their '22 FIFA World Cup bid and brokered the sponsorship deal between the Foundation and Barcelona (THE DAILY).

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