Under Intel and FC Barcelona's technology partnership, the Intel logo will be placed inside players' jerseys. Showing the new jersey with Intel and Barcelona officials are players Carles Puyol, left and Gerard Pique, right.
Intel has signed a shirt sponsorship deal with reigning Spanish soccer champion FC Barcelona, even though the semiconductor chip maker's logo may never be seen by fans.
Unless, that is, soccer superstars Lionel Messi, Neymar or their Barca teammates score goals. And even then, there's no guarantee they will lift their shirts in celebration to show the Intel logo.
The four-year deal sponsorship deal is worth a reported $34 million.
The phrase "Intel Inside" will be placed on the inside front of the jersey, meaning it may be seen only when a player lifts his shirt over his head in celebration. The club calls this a "pioneering initiative in the world of sports advertising."
David Haroldsen, the Intel vice president in charge of sponsorship, was quoted by the Bloomberg newsas saying the contract does not require players to display the logo, and players have not been asked to do so.
The sponsorship will not interfere with the team’s other jersey sponsors, Qatar Sports Investments on the front and Unicef, the United Nations Children’s Fund, on the back.
Barcelona, a four-time European champion and winner of the Spanish league title 22 times, says that as part of the deal, Intel will provide Barcelona players and coaches with company devices. The multinational company also will apply its technology in an effort to improve research, training and performance.
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First published December 13 2013, 9:21 AM