MADRID, 17 (EUROPA PRESS)
FC Barcelona and Danone North America have announced this Tuesday a sponsorship agreement by which the food brand becomes a Regional Partner of the Barça club for three seasons and will use the image of the men’s, women’s and Barça Academy teams, until June 2023.
Managed by the Barcelona office in New York, it is the first regional sponsorship agreement for the United States market and aims to “continue to bring the club closer to its American fans”, within the framework of the strategy promoted to reinforce knowledge of the Barça brand in this strategic market.
The agreement was announced during the Brandweek Sports Marketing Summit, a benchmark event in the field of sports marketing in the United States, which this year was held virtually. Through this alliance, FC Barcelona, which opened its New York office in September 2016, “continues to expand its presence in the American market and consolidate itself as a brand in which large sponsors and partners continue to trust to contribute to their recognition in their territories of interest, despite the spread of the coronavirus pandemic. “
Danone North America, a company certified with the B-Corp seal for its good practices, has as its mission “to bring health to the greatest number of people possible through food.” Within the framework of this agreement, Danone’s yogurt division, together with those of coffee creams and plant-based beverages, including the brands Activia, Danimals, Dannon, International Delight, Oikos Triple Cero or Silk, will have rights to regional association for the American market with the first team, the Barça Women and the Barça Academy in the United States.
“As a leading brand in the food sector, Danone North America will help expand Barça’s fan base in the United States, through the creation of exclusive content in the digital and social sphere, with the launch of promotions and activations around the key games of the season, as well as activations with the Barça Academy, on summer tours and other activities created specifically for American fans, “said the culé entity.
Through its New York office, the club has managed, among other actions, the extension of its sponsorship agreement with Stanley Black & Decker in the summer of 2018, with which the American tools and security company became the first official partner of the feminine Barça. Likewise, the office has signed agreements with different partners in other key markets in Latin America with the financial entities Banco BMG and Scotiabank, or the renewal of the global sponsorship agreement with Gatorade.
The Managing Director of the FC Barcelona New York Office, Xavier O’Callaghan, welcomed the agreement. “Our alliance with Danone North America will allow us to strengthen the influence and reach of FC Barcelona in the United States and North America, where the Club works to continue growing its presence by bringing Barça closer to fans, partners and collaborators. This alliance is a great success for the New York office, especially at a time as sensitive as the current one, due to the coronavirus pandemic. We will work with Danone North America for the next three years with the goal of creating an impact that is significant and that lasts over time in this market, “he said.
The SVP / CMO Brand Marketing Yogurt in Danone North America, Manos Spanos, also highlighted the new partnership. “As the largest B-Corp certified company, Danone is more than a food company and we believe in using our business to make a positive impact. An innovative partnership like the one we announced today with FC Barcelona will help us deliver the health through feeding as many people as possible, while also helping us to connect with fans, both new and existing, in meaningful ways, “he said.