La Liga leaders Barcelona have confirmed that they have extended and expanded their partnership with Beko for a further three years.
The Turkish electronics giant first became the top-flight Spanish soccer side’s sleeve sponsor in 2014, and has now upgraded its association to become the club’s official training partner. The company will also remain Barcelona’s first choice for home appliances, while its logo will continue to adorn the left sleeve of the team’s playing shirts.
Initial reports of the renewal, which will also see Beko’s logo printed on the front of Barcelona’s training tops, first surfaced at the end of January, when daily sports newspaper Mundo Deportivo claimed that the new deal is worth €57 million (US$71 million).
Barcelona are the only La Liga team to have a sponsor on their training kit and, according to figures from online sports journal Sportingintelligence, the value of the deal eclipses 14 out of the 20 shirt sponsorship agreements held by England’s Premier League clubs.
The deal coincides with Barcelona’s decision to extend and expand their longstanding relationship with Catalan brewery Damm, which will be paying the club a reported €7 million (US$8.6 million) each year until 2022. All of this comes on top of Barcelona’s enormous shirt sponsor deal with Japanese ecommerce firm Rakuten, which is thought to be giving an annual €55 million (US$58 million) boost to the team’s coffers.
“We are united by a close and trusting relationship that began in the summer of 2014,” said Barcelona’s president Josep Maria Bartomeu. “Over this period, our club’s sporting successes and global projection have also been associated to the Beko image.
“As a result, Beko becomes a main partner alongside Rakuten and Nike. This partnership with a leading brand in their field is fundamental in remaining at the forefront of the elite in world football, while we also tackle the development of our major equity project, the Espai Barça and the strategic projects that will strengthen our position and singularity on a worldwide level.”
“We are delighted to extend our relationship with FC Barcelona, one of the world’s greatest football clubs,” added Ali Y Koç, vice chairman of Beko’s parent company Koç Holding. “Beko, like FC Barcelona, has a proud and longstanding history of constantly striving to improve standards and break new ground. We are therefore proud to have FC Barcelona at our side as we strive for even greater global growth and success in the years to come.”
Barcelona are seven points clear of Atletico Madrid at the top of La Liga, and travel to play Eibar on Saturday before flying over to London for the first leg of their Uefa Champions League last 16 tie against reigning Premier League champions Chelsea on Tuesday.