Rakuten, the current main sponsor, paid almost € 200 million for a four-year contract.
In its entire history, the club only had four advertisers on its jersey.
Fútbol Club Barcelona has received offers from various cryptocurrency exchanges to become the main sponsor of its jersey. However, the institution that has Lionel Messi as its emblem has ruled out this possibility for the time being.
As reported by the . agency and Catalan media reports, the Blaugrana club is listening to offers regarding the imminent termination of its contract with Rakuten, on June 30, 2022. The Japanese e-commerce platform paid 55 million euros per year for the first three years, but that amount is reduced to 30 million euros in this last year of contract as a sponsor.
The same source affirms that, if it is not an irrefutable offer from the economic point of view, Barcelona is not willing to accept having a cryptocurrency exchange on its shirt. The reason is that from the Catalan club they consider this business “unethical”, which they classify as speculative and risky. Interested companies also inquired about the possibility of appearing on the left sleeve of clothing, now occupied by Beko, a Turkish manufacturer of household appliances and electronic products.
Historically, Barcelona has been elusive to wear a commercial advertisement on its shirt. In fact, it was not until the 2006/2007 season that it had a sponsor, although with one caveat: the first to announce on the Blaugrana’s chest was the United Nations Children’s Fund (Unicef), which for five years wore its logo without offering financial remuneration to the club. Moreover, Barcelona collaborated with 1.5 million euros per year with its strategic partner for charitable purposes; this association continues to this day.
With the passage of time, the economic pressures imposed by an increasingly wealthy and competitive football environment made the Catalan entity reconsider its position. In this way, in 2010 Barcelona signed a five-year contract in exchange for 165 million euros with the Qatar Foundation, a non-profit organization that carried out educational and social projects in the East. Later, this sponsor was replaced by the airline Qatar Airways in 2013 and until 2016, for 100 million euros.
Barcelona already has a partner in the world of cryptocurrencies
The facts indicate that this reluctance of Barcelona to associate with companies in the crypto-asset sector is only limited to exchanges. This is because the club already has a business relationship with Chiliz, the company that owns the Socios.com platform.
As reported by CriptoNoticias, the Catalan club owns its fan token on this platform, which collapsed when the token was officially launched in June 2020. In addition to Barcelona, this firm later added other clubs and iconic football teams, such as Arsenal and Manchester City of England and the Argentine National Team, among others.