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

Time for marketers to abandon the safety of the high ground (Book excerpt)

Engagement in the age of tribes means engaging face to face – and pissing the right people off on purpose

Subway Canada gets crafty with new ad campaign

The quick service restaurant touts the art of crafting the perfect sandwich

Crafting small market identity with big market marketing

Shock Top captures a little craft beer identity in a bottle

How to break blind brand loyalty

A new study unveils how brands can disrupt tech habits and win new consumers

Campbell Company of Canada names new president

SC Johnson vet Ana Dominguez takes the helm, replacing Philip Donne

Watch This: Canadian Tire talks to parents about back to school

Moms and dads share a few thoughts (and a few tears) on their kids' first day of school

Ottawa Senators make headlines with new CMO hire

Longtime newspaper executive Peter O’Leary starts his new position Sept. 22

Scotiabank’s Tangerine brand gets a PHD in media

Tangerine CMO Andrew Zimakas on why PHD won the account