Futbol Club Barcelona - More than a Club

For the very first time in its 107 year history, FC Barcelona jerseys will feature a logo - the UNICEF logo. In a surprising and admirable move, the club has entered into a global partnership with UNICEF to benefit children in the developing world.

The value of the signage on the jersey is estimated at $20 million. And the 'articulate' jerseys worn by the team - Puyol, Ronaldinho, Giuly and other players - on the field will remind football fans everywhere of the importance of putting children first. Thats not all....The club will also donate at least €1.5 million per year to UNICEF over the next five years!! Approximately 0.7% of its annual income.

WOW! Its 60 plus million fans (culers) must be proud.

But why is the club doing so? Mr. Joan Laporta, President of the club put it this way..“At FC Barcelona, we are aware of the global dimension of soccer. The increasing number of FC Barcelona supporters and fans around the world in the last few years has been spectacular. The club has an obligation to respond to this enormous positive wave. The best way to do so is by using soccer as a tool to bring hope to millions of vulnerable children in need around the world”. A clear strike at the club's goal to project itself to a world level as 'More than just a Club'. [More on the Agreement and FC Barcelona]

The partnership presents an interesting cause related marketing mix. By visually and financially demonstrating the potential of creative 'cause' + 'business' alliance, it has given a popularity boost to the cause related marketing trend (in both the corporate and nonprofit sector). [More on potential role of CRM in a company's plan to chart its path to a 'citizen brand'] & [In Wikipedia]