In 2006, one of the most famous clubs in the world has struck a blow in the world of sports business. By signing a partnership with UNICEF, and offering a free exhibition on his jersey, the Spanish club FC Barcelona has upset the traditional approach to sports sponsorship. Regularly criticized for its financial excesses, the world of football in effect seeks ways to improve its image by focusing on positive values of caring and solidarity. The achievements of the Spanish club, which brings each year to the humanitarian organization € 1.5 million to fund prevention activities and information to children, and treatment campaigns. Even players are involved, since 0.7% of wages are paid to the association. A mini-revolution for the club whose shirt was previously devoid of any inscription marketing, but also for the world of sports economics. Not only the team receives no money but it gives.
Since the club was founded in 1899, FC Barcelona had never flown a sponsor on their jerseys. An agreement of 165 million euros until 2016, signed in 2011 with the founding of Qatar, has not questioned the gracious partnership with UNICEF. This indeed bears fruit on both sides. For Barca, it's also a brand that is exported … and rather well. The Catalan club recruited more than 60% of his fans outside its borders *. Enough to radiate the action of the international humanitarian organization. For the club, which activates the partnership with the media and the public (Barca: "more than a club"), the exchange is also charged. The message from the club president Sandro Rosell, repeated at Global Sports Forum Barcelona organized by Havas Sports & Entertainment, is clear: "Making every child in the world of fans of FC Barcelona." Today, the club's Facebook page counts 1.6 million fans. Used to treat as its online reputation.
* According to the annual study Havas Sports & Entertainment (Globalization and new media in sports) published in the GSF Barcelona.