Barcelona bank on BMG partnership in Brazil

Deal sees creation of ‘watch parties’ for Spanish soccer giants' matches.

12 December 2019 Pearce Bates

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Spanish soccer giants Barcelona have named Brazilian bank BMG as a regional partner of the club in a three-year tie-up.

The deal sees Banco gain access to the reigning La Liga champion’s digital assets as well the option to create live experiences for fans. BMG has announced it will create ‘watch parties’ for Barcelona supporters in Brazil to see games.

The partnership will be managed from Barca’s New York office, which oversees the Americas.

Xavier O’Callaghan, Barcelona managing director, said: “We are now beginning a new journey based on shared values whereby both entities strive for excellence through effort, respect and humility, and we are sure that together we can grow both brands in Brazil, offering unique experiences to our fans.”

Márcio Alaor, vice-president of Banco BMG, added: “Support for football is in our DNA.

“As one of the leading financial institutions in Brazil, throughout our 90 years of history we have sponsored and signed several partnerships with teams nationwide. Now we cross the Atlantic and team up with another giant of sport.”

The club now holds nine regional deals in the financial services sector, with SportBusiness reporting that they are worth between US$1 million and US$1.5 million each.

Of the Barca’s banking partners, only CaixaBank in Spain has rights to activate globally by virtue of its premium status.

Deal sees creation of ‘watch parties’ for Spanish soccer giant’s matches.

Spanish soccer giants Barcelona have named Brazilian bank BMG as a regional partner of the club in a three-year tie-up.

The deal sees Banco gain access to the reigning La Liga champion’s digital assets as well the option to create live experiences for fans. BMG has announced it will create ‘watch parties’ for Barcelona supporters in Brazil to see games.

The partnership will be managed from Barca’s New York office, which oversees the Americas.

Xavier O’Callaghan, Barcelona managing director, said: “We are now beginning a new journey based on shared values whereby both entities strive for excellence through effort, respect and humility, and we are sure that together we can grow both brands in Brazil, offering unique experiences to our fans.”

Márcio Alaor, vice-president of Banco BMG, added: “Support for football is in our DNA.

“As one of the leading financial institutions in Brazil, throughout our 90 years of history we have sponsored and signed several partnerships with teams nationwide. Now we cross the Atlantic and team up with another giant of sport.”

The club now holds nine regional deals in the financial services sector, with SportBusiness reporting that they are worth between US$1 million and US$1.5 million each.

Of the Barca’s banking partners, only CaixaBank in Spain has rights to activate globally by virtue of its premium status.