Rakuten, a Japanese electronic commerce and online retailing company, has been sponsoring Barcelona Football Club since the 2017-2018 season. The partnership between Rakuten and Barcelona has been a significant one, both in terms of financial support and brand exposure.
The Beginning of the Partnership
In November 2016, it was announced that Rakuten would become the main global sponsor of Barcelona, replacing Qatar Airways. This sponsorship deal was groundbreaking for both parties involved.
Rakuten’s decision to sponsor Barcelona was driven by their desire to increase brand visibility on a global scale. By partnering with one of the most successful football clubs in the world, Rakuten aimed to expand its reach and tap into the massive fan base that Barcelona enjoys.
Barcelona, on the other hand, saw this partnership as an opportunity to strengthen their financial position. With Rakuten’s generous sponsorship deal, Barcelona could invest in new players, improve their facilities and infrastructure, and maintain their competitive edge.
The Terms of the Sponsorship Deal
The sponsorship agreement between Rakuten and Barcelona is reported to be worth approximately €55 million per year. This figure includes both cash payments and marketing commitments from Rakuten.
- Cash Payments: As part of the deal, Rakuten pays an annual fee to Barcelona for being their main sponsor. This financial support helps cover various expenses for the club.
- Marketing Commitments: In addition to cash payments, Rakuten also provides marketing support to Barcelona. This includes promoting Barcelona’s brand through various channels such as social media campaigns, online advertising, and exclusive offers for Rakuten customers.
Rakuten’s Impact on Barcelona
The partnership with Rakuten has had a significant impact on Barcelona, both on and off the field.
Financial Stability:
Rakuten’s sponsorship has provided Barcelona with a stable source of income. This financial stability has allowed the club to invest in player transfers, youth development programs, and infrastructure improvements.
Global Brand Exposure:
Rakuten’s association with Barcelona has helped raise their brand profile globally. The visibility and reach of Barcelona as a football club have provided Rakuten with an extensive platform to showcase their products and services to millions of fans worldwide.
Innovative Technological Partnerships:
As a technology-focused company, Rakuten has collaborated with Barcelona to explore innovative technological solutions. This partnership has led to the development of various initiatives aimed at enhancing fan experiences, such as virtual reality experiences, personalized content delivery, and digital engagement platforms.
The Future of the Partnership
The sponsorship agreement between Rakuten and Barcelona is set to continue until the end of the 2020-2021 season. However, there have been no official announcements regarding the extension or termination of this partnership beyond that point.
Both parties have expressed satisfaction with the collaboration thus far. Rakuten has seen tremendous brand exposure through their association with Barcelona, while Barcelona has benefited from financial stability and technological advancements.
As the partnership enters its final stages, it will be interesting to see if Rakuten and Barcelona decide to renew their sponsorship agreement or explore new opportunities in the ever-evolving world of sports sponsorships.