FC Barcelona renew with Catalan beer brand

14 November 2011 | Posted in Sponsorship, Soccer, Europe | By Michael Long

Reigning La Liga and European champions FC Barcelona have renewed their sponsorship agreement with Estrella Damm.

Under the terms of the five-year extension, the brand continues as a premium partner and the official beer of the Spanish giants, while a new aspect of the deal sees Estrella Damm exclusively feature in the presentation of the line ups before games on the Camp Nou video scoreboard.

In addition, the brand will title sponsor the Joan Gamper Trophy, an annual pre-season friendly competition hosted by Barcelona, so that it becomes known as the Fiesta del Gamper Estrella Damm.

Financial terms of the deal remain undisclosed.

FC Barcelona president Sandro Rosell said Estrella Damm is “a company who wholly identify with Barça and our values.”

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Rosell continued: “The ties that bind us are strong – we have worked together for more than 20 years. This deal will hopefully help us promote this Catalan company throughout the world.”

“With Damm we share the desire to become more global, whilst maintaining our Catalan and family roots. Damm is a company with a lot of history, which is the result of the hard work and effort of many generations –just like Barça.”

Estrella Damm director general Enric Crous added: “We are proud to renew our agreement with FC Barcelona, a club which forms a part of our history and has given us all so much pleasure. In addition, at this time of international expansion which our company is enjoying, it is an honour to deepen this relationship with such a globally well known and loved club.”

“We have been together with Barça for many years and we hope it continues for ever. We make a good team – two Catalan institutions with more than 100 years of history, who love a job well done and look to the future, whilst always retaining our identity.”

Estrella Damm is one of Barcelona's five premium partners, alongside Audi, Turkish Airlines, TV3 and laCaixa.