FC Barcelona signs 3-year deal with UAE's United Arab Bank

Spanish club denied it was "selling out" after previously refusing corporate sponsorships
FC Barcelona signs 3-year deal with UAE's United Arab Bank
David Villa (R) of FC Barcelona celebrates scoring their third goal with teammates Pedro Rodriguez Ledesma (L) and Jordi Alba (2ndL) during the UEFA Champions League Round of 16 second leg match between FC Barcelona and AC Milan at Camp Nou Stadium on March 12, 2013 in Barcelona, Spain. (Getty Images)
By Beatrice Thomas
Sun 08 Sep 2013 04:52 PM

Spanish football giant FC Barcelona has further
strengthened its ties in the Gulf region after Sunday announcing a three-year
deal with UAE lender United Arab Bank (UAB).

At a joint press conference at Mirdif City Centre, UAB CEO
Paul Trowbridge said the deal would give its customers access to a range of
initiatives to "join the club in Barcelona".

He confirmed the historic "brand" partnership
also included a financial sponsorship component but declined to reveal the sum,
saying only that it was "priceless".

However, he acknowledged that the deal offered UAB a
chance to tap into the football club’s 500,000-strong fan base in the UAE.

"We're excited about this alliance," he said.

"This is something that our competitors cannot
match.

“We were looking around for names around the world, which
hoped to align with us in terms of what we are trying to give our customers and
our potential customers.

“This is a three-year relationship where we can leverage
off one another for both loyal fans and customers to have the opportunity to
share in the success of the club but also United Arab Bank.”

In March FC Barcelona announced Qatar Airways as its
first ever commercial shirt sponsor in 113 years, in a
lucrative $39m-a-year deal.

Asked about its growing corporate ties in the region, FC
Barcelona vice-president Javier Faus said it was an important part of the world
for the club and it aimed to continue to boost its presence.

"We share a lot of the same values," he said of
UAB.

"This is a bank that has come from behind in the
last 10 years and is right now at the very front of the banking system in this
country."

However, he denied the club was "selling out"
after previously refusing corporate sponsorships, saying it was a commercial
reality of both a successful team and in depressed European economy.

“We have ten World Cup players and we have [Lionel] Messi, we have
Neymar [da Silva Santos Júnior], and all of this is expensive,” he said.

“You cannot expect to have the best team in the world
without paying them as what they are – the best players in the world.

“That means you have to get outside of your borders and
seek financing for all of these expenses.”

Faus said the board, which is owned by its fans, has no
authorisation for further deals beyond the June 2016 expiration of the Qatar
sponsorship.

But, he said it also was not pursuing similar ventures to
that of arch rival Real Madrid, which last year announced plans for a $1bn
resort in the UAE.

“We don’t announce big projects, which we don't know if
they will ever materialise or not", he said.

Faus said it also had a “great partner” in the UAE in
telco Etisalat. It had also created partnerships in the US and Malaysia as part
of its global branding strategy.

“Once we are bigger and well-known in the (UAE)... we
don’t rule out the possibility of then doing something more ambitious,” he
said.

“So far we are very, very happy about the way we work out
our partnership structure. We go step by step.”

As part of the announcement, Trowbridge announced the
first of 14 winners to watch FC Barcelona play on September 24.

Other  initiatives as part of the partnership would
be unveiled in due course, though there was no contractual requirement for the
team to play games in the UAE.

“I’m sure there will be lots of opportunities in the next
three years for both sides to come together in some form,” Trowbridge said.

“But, obviously we don’t want to give away some of the
surprises that we’ve got planned.”

 

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