FC Barcelona and Nike have extended their relationship.
The professional soccer club announced it has entered into a new multiyear partnership agreement with the Swoosh, starting effective this season. The relationship began in 1998 when FC Barcelona and Nike signed their first sponsorship agreement.
This new deal, FC Barcelona explained, will introduce “a new collaborative strategic partnership model.”
The partnership, according to FC Barcelona, “consolidates Nike as a Main Partner of the Club and Official Technical Partner across all professional and amateur teams.” FC Barcelona stated this model “strengthens the brands association and fuels the global retail and licensing business growth.”
The statement from FC Barcelona further explained that Nike has a strategic role in its retail operations, and together with Barça Licensing & Merchandising, “will join forces in the development of specific plans related to product creation, supply chain and global distribution.”
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Terms of the deal were not announced. However, a report from Mundo Deportivo stated FC Barcelona would receive 1.7 billion euros ($1.81 billion at the current exchange rate) over 14 years. The Mundo Deportivo report further stated that FC Barcelona received an offer from Puma, and that Nike then matched that offer.
In related Nike news, the athletic giant has undergone several leadership changes in recent months, including the return of company veteran Elliott Hill as president and chief executive officer in October. Also in October, Nike named Kizmet Mills as its new DEI chief, and promoted Ann Miller to the role of EVP global sports marketing and Rob Leinwand to EVP, chief legal officer.
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
