The La Liga supergiants, FC Barcelona has partnered with IMG for a global lifestyle footprint. Through this agreement, the company has gained a club’s master licensee in Southeast Asia, which can see the event of a consumer products programme that will bring Barça closer to its many fans within the region.
The region merchandising and its development from just a football team to a lifestyle brand is the main policy of the club. FC Barcelona has signed this deal for three years and the contract will include the production of merchandise across numerous sorts, counting lifestyle and fashion attire, accessories, luggage and bags, gifts, houseware and textiles and digital and tech products.
“FC Barcelona is one of the most recognized football clubs in the world and there’s huge untapped potential for brand extension in Southeast Asia, particularly in countries like Thailand, Indonesia and Malaysia, where football has always been extremely popular,” says Miki Yamamoto, senior vice president of licensing.
“This, combined with Barça fans’ unwavering passion for the club and desire to show support for their team, presents extensive licensing opportunities in the region,” he further added.
The club recovered the utilization of its merchandising and retail rights, back in 2018. It was handled by FCB-Merchandising back then, a corporation 100% owned by Nike.
Through Barça Licensing & Merchandising (BLM), the club in the past has managed all internationally licensed official products. BLM’s true motto is to expand and look for home-grown markets and then build relationships with market leaders like IMG to expand FC Barcelona’s occurrence across the world and supply sufficient merchandising.