FC Barcelona have expanded their global presence after agreeing a three-year deal with food corporation giants Danone after it was announced at the virtual Brandweek Sports Marketing Summit.
Danone becomes the first U.S. regional partner for the Catalan based club, which will see FC Barcelona expand its brand into North America, one of the biggest world-wide markets.
The new affiliation will allow Danone utilise FC Barcelona as way to advertise their products which include yoghurts, creamers and plant-based beverages. This in turn coincides with Danone’s mission to promote healthy living and well-being to millions of Americans, that will also go across to the European market as well.
It has been reported that Danone North America will develop the growing fandom of FC Barcelona throughout the US, making use of both digital and social content. Furthermore, there have been talks of summer tours, which will give U.S. fans a chance to see the club’s biggest stars.
FC Barcelona first started to expose its brand to U.S. audiences back in 2016 when they opened a headquarters in New York. With Soccer reportedly ranking 5th in the US as the most popular sport, there is room for FC Barcelona to grow and potentially develop a higher demand for football through this new partnership deal.
Xavier O’Callaghan, the managing director of FC Barcelona’s New York office, spoke with excitement at the opportunity to expose the brand further in the North American market.
“Partnering with Danone North America strengthens FC Barcelona’s influence and reach in the United States and North America as the club seeks to continue to grow its presence on the continent to new and existing supporters and partners,” said O’Callagan.
“This partnership is a big win for our New York office, especially during such turbulent times we all face now amid the coronavirus pandemic.
“We look forward to working with Danone North America over the next three years to leave a lasting and meaningful impression across the market.”
Chief Marketing officer at Danone North America Manos Spanos reinforced the company’s mission to provide healthy food options to Americans: “As the world’s largest Certified B Corporation, Danone is more than a food company - we believe in using business as a force for good. Innovative partnerships, like this one with FC Barcelona, help us to bring health through food to as many people as possible while also engaging with new and existing fans in meaningful ways".
Meanwhile, FC Barcelona has announced regional deals with Banco, BMG and has extended their existing deal with sports drink company, Gatorade.
Author: Will Hebb