Yesterday I was dragged along to watch the ‘clasico’ Real Madrid vs. Barcelona. Even being Brazilian, as most of the girls I am not a football fan and little I understand about such a sport. However, something grabbed my attention during the game, the name UNICEF on the club’s shirt. And if my friends say that football is also art, I believe I have the right to write about it.
Barcelona is considered the second richest football club in the world and pays the highest average salary to players nevertheless the club has never worn adverts on their shirt. Nevertheless the rule changed 2006 when the club agreed a 5 years partnership with UNICEF which includes the use of UNICEF logo on their shirt for free and a 1.5 million of Euros donation per year.
The partnership has the aim to help children in the developing world and keep up with the club’s motto “More than a Club”. When Barcelona was created their intention was to be a sporting but also a philanthropic club committed to social, cultural, educational and humanitarian activities in Catalonia. Yet, with this decision the club has created a huge PR opportunity to expand its name abroad as an organisation that is not worried just with games and player but also with global issues.
Joan Laporta, then president of Barcelona said "It will not be the brand name of a corporation. It will not be a commercial to promote some kind of business. It will be the logo of 'UNICEF'. Through UNICEF, we, the people of FC Barcelona, the people of 'Barça', are very proud to donate our shirt to the children of the world who are our present, but especially are our future."
Even considering the relevance of such a partnership, the Spanish club was criticised by its attitude, which possibly being just another promotional strategy in other to get the place as ‘everybody’s second favourite team’. One or the other, as long as there is help given to those in need it will be worth to do it. Well done Barça for a PR and humanitarian work!
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