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

30 Under 30 is back with a new name, new outlook

No more age limit! The New Establishment brings 30 Under 30 in a new direction, starting with media professionals.

Diageo’s ‘Crown on the House’ brings tasting home

After Johnnie Walker success, Crown Royal gets in-home mentorship

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

Volkswagen bets on tech in crisis recovery

Execs want battery-powered cars, ride-sharing to 'fundamentally change' automaker

Simple strategies for analytics success

Heeding the 80-20 rule, metrics that matter and changing customer behaviors

Why IKEA is playing it up downstairs

Inside the retailer's Market Hall strategy to make more Canadians fans of its designs