Barcelona clean up with Safeguard sponsorship

Spanish soccer giants add shower gel brand to their Asian commercial portfolio.

Barcelona clean up with Safeguard sponsorship

Procter & Gamble brand Safeguard has become Spanish soccer side Barcelona’s official shower gel in China, Hong Kong, Macau, and Taiwan. 

Under the terms of the agreement, which runs until 2019, the two parties will work together to promote sport and hygiene in the Asian countries. The Catalan club will lend some of their players’ images to future Safeguard advertising campaigns across the region. 

Two Procter & Gamble subsidiaries, shaving brand Gillette and shampoo brand Head & Shoulders, are both also sponsors of the 24-time La Liga winners. The financial terms of the two-year deal with Safeguard have not been disclosed.    

“We’re very pleased to announce this deal with Procter & Gamble, a company with whom we already have strategic links,” said Manel Arroyo, vice president of marketing and communications at Barcelona. “Through this deal, we can achieve greater synergies and further boost our popularity in China, connecting more closely with our fans and football fans in general in this strategic region.”

Last season Barcelona won a domestic cup double when they won the Supercopa de España and the Copa del Rey. They have, however, endured a relatively underwhelming start to the 2017/18 Spanish soccer season under new head coach Ernesto Valverde. Barça lost the two-leg 2017 Supercopa de España to fierce rivals Real Madrid by an aggregate score of 5-1.