One of the highlights of Bjørn’s trip through Spain in 2009 was the amazing reception he got at FC Barcelona. So, I always look out for Barcelona shirt stories. Here’s one that broke a few days ago.


When Lionel Messi or his FC Barcelona teammates lift their shirts after scoring a goal, soccer fans will see Intel Corp. (INTC)’s logo under a sponsorship that puts its logo on the inside of the team’s jerseys.

Intel, the world’s largest maker of semiconductors, agreed to become the official technology partner of the 2011 Champions League winners and current leader of La Liga, Intel vice president of sponsorships David Haroldsen said. The company’s current advertising slogan is “Look inside.”

“This is a first-time placement of a logo inside of their jersey and a first for a technology company,” Haroldsen said in an e-mail.

Haroldsen declined to provide terms of what he called a “multiyear” agreement. Forbes magazine reported that Intel will pay the club $25 million over five years.

Intel’s technology will help Barcelona players and coaches improve research, training and performance, Haroldsen said. The company’s only current sports sponsorship also will provide devices to students at Barcelona’s La Masia training academy, which developed current players such as Messi, Xavi Hernandez and Andres Iniesta.

“In the future, we will also be working to improve the fan experience through new technology at Camp Nou,” Haroldsen said of the club’s 99,354-seat stadium, which it says is the largest in Europe.

Full story here


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