For a club in dire financial situation, it seems that announcing club partners and sponsors is more, or almost as important as announcing new signings. Owing to the same, Barcelona have announced Japanese multinational personal care company Shiseido as one of the club’s official partner. Shiseido is one of the club’s oldest cosmetic companies in the world, being founded in 1872, making it older than Barcelona themselves.
Barcelona and the Japanese multinational company have signed a two-year deal which makes the Shiseido tied to the club till December 2022. Through this agreement, Barcelona, alongside Shiseido, will be working marketing actions in the Japan, China, Italy, and Spain.
La Masia graduate Sergi Roberto has been announced the official ambassador for the partnership, owing to the fact that he “embodies the values and images of Shiseido Men”, as per the press release. The press release also states the two parties will be working on co-producing content based on the first team players’ lifestyles. Barcelona have given Shiseido the right to use the players’ images to create marketing content and campaigns.
“I am excited to have been chosen as the Ambassador of this unique partnership between SHISEIDO MEN & FC Barcelona. As someone who gives their all on the pitch and approaches life with an enthusiastic attitude, I am thrilled to align myself with a brand that shares my values,” Sergi Roberto says in an official statements about the partnership.