Goal celebrations by players of Spanish football club, FC Barcelona are set to used as a marketing stunt as the world’s largest semiconductor company, Intel has announced a partnership with the club that will see the technology firm place its logo on the inside of Barcelona’s jersey. Intel CMO Deborah Conrad said, “This is more than a sponsorship to Intel. The technology we are deploying and the programs we are working on together are designed to elevate FC Barcelona into one of the most technologically advanced soccer clubs in the world and to launch an ambitious slate of educational initiatives”. The deal was brokered by CAA Sports.
Intel VP of Sponsorships David Haroldsen said, “This is a first-time placement of a logo inside of their jersey and a first for a technology company.” Haroldsen “declined to provide terms” of what he called a “multiyear” agreement. Syracuse University Sports Management professor Rick Burton said that the logo placement “fits well with the company’s previous ‘Intel Inside’ ad campaigns.” Burton warned that players “must show the logo after scoring in order for Intel to see benefits from what he called a ‘really novel idea.'” Burton: “Otherwise Intel may have paid for something that isn’t often seen. Still, it’s a bold move by Intel and links them with one of the world’s most recognized sports brands”
According to Forbes’ magazine’s Mike Ozanian, the deal is worth $25m. Citing people “familiar with the arrangement,” Intel will pay Barca $5m a year over 5years 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.” Barcelona is “the latest sports team to sign a rich sponsorship deal with a big technology company in recent months”.
Reuters’ Iain Rogers remarked that Barcelona Director of Media and Sponsorship Manel Arroyo said that players including Lionel Messi, Neymar and Andres Iniesta “would be under no obligation to display the logo,” which will be added to the shirts for the first time in Barcelona’s home game against Villarreal on Saturday.
