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SBD Global/March 24, 2014/Marketing and Sponsorship

Barcelona President Speaks Out Against Beats By Dre Commercial Starring Cesc Fabregas

A new Beats by Dre "Hear What You Want" advertisement starring Barcelona player Cesc Fabregas "has not been well-received in either Madrid or Barcelona," according to the EP. Barcelona President Josep Maria Bartomeu said that his club has "requested that the ad be withdrawn." During the commercial, "Cesc takes the bus from his hotel to the stadium as radical fans throw objects at the bus." Bartomeu: "We do not like the message that this sends. Because of this, we have asked that the commercial be withdrawn" (EL MUNDO, 3/23). In London, Rik Sharma reported the advert was ''due to be shown for the first time in Spain at half-time in the Clasico on Sunday night." It was screened in the U.K. on BT Sport "during Chelsea's 6-0 win over Arsenal on Saturday" (DAILY MAIL, 3/23).

CLÁSICO BROADCAST: In Madrid, J.F. Maldonado reported ahead of Sunday's Barcelona-Real Madrid match, Canal+, which had the exclusive rights to the broadcast in Spain, was scheduled to use 28 cameras for the broadcast, "including 'Superslow' and high-speed cameras and one elevated camera traveling 70 meters alongside the pitch." Victor Santamaria of Canal+ said, "We are going to move one camera which in theory does not move during a game. This will make the image that accompanies the game move as it does in video games" (AS, 3/23). In Barcelona, Esther Blasco reported Mediapro, which broadcast Barcelona's 4-3 win outside Spain, "used 300 employees and 22 cameras for the broadcast." One of its "new additions was the use of 4K (Ultra HD) technology." A total of 700 journalists and 200 outlets from five continents "were credentialed for the match" (SPORT, 3/23).
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