After years of avoiding having sponsors on their jerseys, the trend has changed dramatically for F.C. Barcelona. Their once clean blaugrana jersey will now add yet another logo after they announced a four-year partnership with Beko, a Turkish domestic and consumer electronic brand.
The only previous sleeve sponsorship was a discrete TV3 (Televisió de Catalunya) logo worn for the past five years, who did not renew ahead of the 2014/15 season, leaving a “void” in the Barcelona shirt. Now, this deal with Beko will make the Turkish brand the club’s third biggest sponsor behind Nike and Qatar Airways. Barcelona will wear the Beko logo on the left sleeve of the Barcelona jersey as well as on their new training kits, effective immediately. Financial details were not revealed, with the deal initially lasting four years. This agreement will also include programs for both sides to collaborate on worldwide marketing and social responsibility strategies.
Josep Maria Bartomeu, president of FC Barcelona, said: “FC Barcelona are proud to have Beko as part of the Barça family. Beko has previously worked in sport, particularly basketball, and they have now put their trust in Barça and we have put our trust in Beko. We will be beginning a new journey together, which I am sure will bring us both great satisfaction. It is a shared journey based on commonly held ideas and shared values such as thoroughness, exactitude ambition, teamwork, innovation, a global vocation and passion for what we do.”
The Beko logo will be worn for all Spanish League and Cup games during the 2014/15 season, as well during friendly games. However, since only two sponsor logos -front and lower back- are allowed to be displayed in the UEFA Champions League, the Beko logo will not appear on the Barcelona 14-15 Champions League uniforms.
Mustafa V. Koç, chairman of the board at Koç Holdings, added: “Today is the start of what I am sure will be a long and mutually rewarding relationship between Beko and FC Barcelona, because both brands have so many shared values, inspirations and beliefs.”