FC Barcelona Sign Shirt Sponsorship Deal with Intel

Tim Daniels@TimDanielsBRFeatured ColumnistDecember 12, 2013

BARCELONA, SPAIN - DECEMBER 11:  FC Barcelona players celebrate after Gerard Pique of FC Barcelona scored the opening goal during the Champions League Group H match between FC Barcelona and Celtic FC at Camp Nou on December 11, 2013 in Barcelona, Spain.  (Photo by David Ramos/Getty Images)
David Ramos/Getty Images

Barcelona reached an agreement with Intel to become the Spanish club's official technological sponsor, which Barca hope will help them open new avenues on that growing side of the sport. Part of the deal is for the company's logo to be featured on the shirt.         

Unlike most kit agreements, however, the Intel logo won't be showcased on the front of the jersey. Instead, it will be located on the inside, opposite of the Qatar Airways logo currently gracing the shirt, as shown during the presentation:

Barcelona's official site passed along comments from club president Sandro Rosell, who made it clear both sides have high hopes heading into the partnership:

It is a huge satisfaction for FC Barcelona to be able to join forces and share the values of innovation and team-work with a company of such worldwide prestige as Intel. We are both trendsetters in our fields, and I am convinced that the collaboration that we are starting today will be very important. It will mean much more than a financial sponsorship deal, as it will also help us to become one of the most technologically advanced clubs in the world. Intel is at the heart of computing, it works from within, and that is why our agreement is so innovative and pioneering in the world of sports sponsorship.

Mike Ozanian of Forbes previously reported the deal will generate $25 million over five years for Barcelona. He also noted it was crucial for Barca to get an agreement that wouldn't interfere with their other existing sponsorships, which they accomplished.

Although the official announcement of the terms will not be until tomorrow, people familiar with the arrangement say Intel will pay Barca $5 million a year over five years and 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.

On the surface, it's certainly a unique deal. While it's not uncommon for clubs to have sponsors from a wide range of fields, having a logo inside a jersey is something that seems pretty outlandish now. But it could become commonplace now that one of the world's biggest clubs has done it.

Among the many supporters of this move, 101 Great Goals on Twitter called the idea "brilliant":

Of course, Intel is banking on the fact its logo will be seen when Barcelona scores and the player raises his jersey in celebration. In the past, this has been done to showcase an undershirt with a message, but now it will also show the company's logo.

Intel has also used the slogan "Intel Inside" as an advertising slogan, so having its logo on the inside of a shirt fits the brand better than it would for other companies.

As for Barcelona, the deal gives the club another revenue source for at least the next handful of years and also pairs Barca with a company capable of helping move them forward in terms of using technology to analyze the game.  

The report for the official club site states the shirts will be worn for the first time on Saturday against Villarreal.


The latest in the sports world, emailed daily.