Intel puts logo inside Barcelona jerseys, may hardly ever be seen

Barcelona, the popular Spanish football team, has signed a sponsorship deal with American semiconductor chip maker Intel, whose logo may never be seen despite being on the team’s jerseys. Barcelona says the four-year deal – worth a reported 25 million euros (US$34 million) – will see ‘Intel Inside’ placed on the inside front of the […]

Barcelona, the popular Spanish football team, has signed a sponsorship deal with American semiconductor chip maker Intel, whose logo may never be seen despite being on the team’s jerseys.

Barcelona says the four-year deal – worth a reported 25 million euros (US$34 million) – will see ‘Intel Inside’ placed on the inside front of the team’s jersey, which means it may be seen only when a player lifts his shirt over his head in celebration.

The Catalan club calls the unorthodox deal “a pioneering initiative in the world of sports advertising.”

Barcelona says the deal will see Intel provide Barcelona players and coaches with company devices and look to improve research, training, and performance using the multinational company’s technology.

Brands Articles

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Sears strikes leasing deal with U.K. fashion retailer

Primark to open seven standalone stores in U.S. malls

On the Move — Weekly Roundup

A recap of who’s headed where in Canadian marketing communications

Redefining the mini-meal

Shoppers looking beyond classic snacks like chips and cookies

Air Miles focuses on storytelling in new video

Campaign turns user-generated content into branded content

Mr. Sub selects Tag Franchise for a brand refresh

The quick-serve submarine chain is ready for change

More 2014 MIAs finalists – shortlist #2

Finalists in the Best Use of Content and Best Use of Digital Channels categories