In early 2015, Zhe Dong, a young Chinese Barça fan hitchhiked all the way from his home province of Hubei to Barcelona to see the legendary team play at Camp Nou. It may not have made the international media at the time, but his epic journey was—in its own way—a symbol of the passion and commitment with which the economic superpower and its soccer-crazy populace are engaging with European football in general and FC Barcelona in particular.
Ever since 2013, when the club secured the first global sponsorship agreement with a Chinese company made by a Spanish club, FCB has been busy consolidating its commercial, cultural and educational ties with China. Beginning with electronics and technology goods retail giant Suning, the club has notched up a string of sponsorships since then. These have included smartphone and Blu-ray player manufacturer, OPPO, who signed up for a three-year deal in 2015. That agreement covers activities and products such as football events, various activities for fans and TV advertisements. The jewel in the crown of this particular venture is the unique FC Barcelona Edition of the company’s R7 Plus smartphone, which is marketed under the slogan ‘The Smartphone of Champions’.
Next to sign up was the London-listed Chinese technology, content and services company, BNN Technology, who agreed to become a Regional Sponsor of the club for three seasons.
The agreement enables BNN Technology to distribute FC Barcelona content exclusively via NewNet through the sporting section of the mobile app, Xinhua News. This features news about the club as well as providing access for fans to take part in competitions and games. Moreover, the Chinese company is also going to run a series of football camps each season in China, where around 300 young Chinese amateur football players will be coached by FCB coaches using techniques honed at La Masia, its world-renowned football academy.
FC Barcelona further strengthened its ties with the Central Kingdom in early 2017 when it announced a strategic cooperation agreement with the property development company, Shimao Group. In the deal, the Chinese firm committed to being a Regional Sponsor of the football club through to 2019. Once again, the deal goes far beyond football with the aim of promoting cultural and sporting excellence, social responsibility and healthier lifestyles among Chinese people, with special regard to youth programmes.
In a savvy move, FC Barcelona have also partnered with the Chinese financial services company, Shanghai Pudong Development Bank Credit Card Centre (SPDBCCC) through to the end of the current season. The pact sees SPDBCCC sponsor the Spanish league-leading club regionally within China while also becoming its official bank and credit card partner. A series of FC Barcelona branded credit cards – known as SPD Bank/Barça Dream Team Cards – featuring four designs: the FCB logo, players, Camp Nou stadium and players’ signatures – are available in cities across China.
Lastly, the club has also reinforced its relations with the academic business community in China by signing a deal with Peking University’s Guanghua School of Management. The partnership will lead to the founding of a knowledge centre – the PKU-GSM FC Barcelona Sports Management Center – intended to promote sport management together from a new Asian hub. For Barcelona, the strategic alliance with one of China’s leading business educators and up-and-coming sports business professionals will ensure it is well placed to make the most of emerging commercial opportunities as the beautiful game develops in the Asian colossus.
Pioneer Zhe Dong may have done it the hard way, but expect more Chinese FCB fans to visit Barcelona eager to see the team play at Camp Nou. With its wealth of fine bars and eateries, unique sights and high technology not to mention the amazing nightlife and stunning escorts Barcelona can only stand to gain.