BRAND STRATEGY - APPLE TREE
ESTRATEGIA DE MARCA

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.

fcb - cambiando el mundo

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.

fcb - cambiando el mundo

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.

Most valuable football team worldwide
Annually donated to UNICEF in sponsorships
Donated to UNICEF annually
B Corp