Changing the World
NEW THINKING
When one of the most important football teams in the world transferred sponsorship of its shirts to a globally renowned NGO, we managed to change the history of sport and reevaluate a century-old brand.
RESEARCH & INSIGHT
The most visible communication asset of a football team is its shirt, and the traditional business approach has always been to sell it to the highest bidder. However, for a team with the slogan “more than a club”, could the shirt reflect of its brand positioning and save lives at the same time?
STRATEGY & CREATIVITY
To take FC Barcelona’s brand to the next level, a game-changing idea was required that would demonstrate the brand’s social commitment and simultaneously increase its value. The shirt had to be the element to build this narrative.
PLANNING
FC Barcelona made history by proudly displaying the UNICEF logo on their jerseys in a match against Milan. Instead of accepting payment from a brand for shirt sponsorship, FC Barcelona decided to change the rules by donating money and promoting an international charity. FC Barcelona revolutionized sponsorship in soccer, achieved worldwide fame and, as a result, generated more revenue from other sponsorships than any other soccer brand.
IMPACT
A simple idea that transformed the concept of sponsorship and allowed FC Barcelona to climb eleven places to become the second-most valuable football team in the world.
