Value for money question raised over Etisalat’s partnership with Barcelona FC

Partnership generated $8.7 million profit last year
Value for money question raised over Etisalat’s partnership with Barcelona FC
(Getty Images)
By Staff writer
Thu 04 Jun 2015 10:34 AM

A Federal National Council member has questioned the value for money involved in Etisalat’s six-year partnership with Barcelona FC, according to a report in local media.

The National reports that FNC Hamad Al Rahoomi, a member from Dubai, queried the value of Etisalat's partnership with the Spanish La Liga giants, who play in this Saturday’s Champions League final.

“How can we measure the revenues and profit of the sponsorship? Will they give me the revenues I require?” Mr Al Rahoomi said. “What will the profit be from Barcelona? I think we need a feasibility study before we move along with the contract at hand.”

However, Abdulaziz Al Shehhi, an Etisalat representative, said the tie-up with Barcelona was extremely important to the UAE telco, generating $8.7 million profit last year.

“Barcelona FC is the biggest European and international football club. The most important feature in the sponsorship is having Etisalat’s logo on the stadium’s projectors throughout live broadcasts,” Al Shehhi said.

“We will also benefit by having Etisalat advertise on their website, which will make the brand grow and receive more customers,” he added.

Etisalat extended its sponsorship deal two years ago with Barcelona FC until the end of June 2017. The deal, for an disclosed, saw Etisalat become Barcelona’s main sponsor in 15 countries, including the UAE, Nigeria, Ivory Coast, Benin, Togo, Niger, Gabon and the Central African Republic.

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