SBD/December 13, 2013/Marketing and Sponsorship

Intel Inks Unique $25M Deal With FC Barcelona Placing Logo On Inside Of Club's Jerseys

Intel's logo will only be seen if a Barcalona player lifts his jersey
La Liga club FC Barcelona on Thursday announced that it has signed a deal with Intel that will see the technology firm place its logo on the inside of the team's jersey (Intel). The deal was brokered by CAA Sports (THE DAILY). FORBES' Mike Ozanian reported the deal is worth $25M. Sources said that Intel "will pay" the club $5M a year over five years and the deal "will make the company the team’s official technology partner." Of "particular strategic importance is that the Intel deal will not cannibalize any of Barcelona’s previously existing sponsorships." Barcelona is "the latest sports team to sign a rich sponsorship deal with a big technology company in recent months" (FORBES.com, 12/11). ESPNFC.com reported Barcelona players can "decide for themselves whether to reveal the name of the club's new shirt sponsor Intel when celebrating a goal." Under the "new and unusual sponsorship arrangement the company’s logo will be printed on the inside of player's jerseys -- and therefore will only be visible should a player lift his shirt for any reason, leading to some confusion about the thinking behind the deal." The deal comes "into use immediately" starting with Barcelona's game on Saturday versus Villarreal. Intel also is set to "provide technology to Blaugrana senior players, youth-teamers and coaches as part of the arrangement in order to 'improve their research, training and performance via the most up-to-date technologies'" (ESPNFC.com, 12/12). CSNBAYAREA.com's Ray Ratto wrote the deal is the "latest example of full frontal naked greed" (CSNBAYAREA.com, 12/12).
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