These are difficult times. It is a time of uncertainties and insecurities, for what we have lived through and for the future to come. The coronavirus pandemic brought the planet to a standstill. It took people’s lives, forced others to stay at home and has also awakened the most caring side of many people. Unity was what brought strength to so many, together with the hope that positive life lessons for the future can also be drawn from this crisis. FC Barcelona wanted to show its appreciation of the great Barça family formed by all of its members, supporters clubs, followers and fans from all over the world, athletes and also its partners, and has done so in the form of a video expressing gratitude for the loyalty through difficult times displayed by its partners, with whom it shares the spirit and values of collaboration and complicity that go far beyond a mere commercial relationship.
Barça currently has more than 40 partners that have helped to make it the best club in the world in terms of the value of its sponsorship agreements. That is according to the prestigious Forbes magazine, which ranks the club higher than any of its direct competitors. In the current sporting context, when the sector is directly suffering from the effects of the suspension of competitions and the restricted mobility of fans, what partners are doing is essential to ensure the financial sustainability of sports clubs. That is also true of Barça, which stands by its unique member-owned system and must hence constantly seek new sources of revenue and be imaginative in order to compete with other clubs that are supported by funds that are not directly generated by the sports industry.
That is why Barça seeks commercial allies who share its values and the same vision of the future. Partners who appreciate the club’s history, the strength of the Barça brand and the conviction that mutual collaboration is based on establishing agreements that generate value and lead to greater reciprocal benefits than a purely commercial relationship can offer.
In times of coronavirus, Barça’s relationship with its partners has also engendered solidarity actions to help combat Covid-19 and its effects. Through the emergency support team created by the Barça Foundation, and with the support of the FC Barcelona Commercial Area, efforts were coordinated via the Barça office in Hong Kong to transport a variety of different medical supplies from China that had been donated by the club’s partners and associated companies. In recent weeks, these materials have been distributed to different hospitals and health professionals.