FC Barcelona signs SHISEIDO MEN as a new official partner

FC Barcelona signs SHISEIDO MEN as a new official partner

Japanese cosmetics firm and Barça sign two-year agreement through to December 2022 in four key markets Japan, China, Italy and Spain. New partnership to feature Sergi Roberto as its ambassador

FC Barcelona and SHISEIDO MEN, part of Shiseido Company, Ltd, have signed a new two-year partnership deal whereby the Japanese cosmetics firm is to become the football club’s Official men’s skincare and makeup partner until December 2022. Through this new agreement, the two parties will be working on different joint actions in key markets Japan, China, Italy and Spain.

The new partnership will feature Sergi Roberto as its ambassador. The player entered La Masia at the age of 14 and made his senior debut in 2010, becoming one the of the team captains in 2018/19. Famed for his versatility both in his personal and professional life, Sergi Roberto embodies the values and image of Shiseido Men.

As part of the agreement, both Barça and SHISEIDO MEN will be working to co-produce content based on the first team players’ lifestyles. The partnership will focus heavily on the creation of digital formats and content to be published on the Club’s social media channels, as well as its accounts in China, including Weibo, where Barça is the European football club that generates the highest amount of engagement. The Japanese company will also be able to use the players’ images to create marketing material and campaigns, among other benefits.

Consolidating the Barça brand

Through this partnership, which has been managed through the FC Barcelona office in Hong Kong, Barça has continued to expand its presence in two of its most strategic markets in the APAC region, Japan and China. This agreement also affirms that the biggest brands trust the Club to boost brand visibility in their regions of interest, despite the worldwide spread of the coronavirus pandemic.

Since it opened in 2014, the Hong Kong office has been developing trade agreements with strategic partners across the region, while also working to develop new sources of revenue through the Barça Academy programme, friendly matches and the Barça Licensing & Merchandising (BLM) company, among others. Shiseido becomes the Club’s fifth Japanese partner after Rakuten, Konami, Canon Medical and Nichiban. Since the Club signed its first partnership deal in Japan, Barça has boosted its presence in the country thanks its close ties with local entities.

Statement by Sergi Roberto, FC Barcelona fourth captain

“I am excited to have been chosen as the Ambassador of this unique partnership between SHISEIDO MEN & FC Barcelona. As someone who gives their all on the pitch and approaches life with an enthusiastic attitude, I am thrilled to align myself with a brand that shares my values. Other than competing, I am constantly inspired by the endless support from my family, friends and colleagues who enrich my life every day. Through this collaboration with SHISEIDO MEN, I want to inspire people to push past their limits to live boldly and explore their full potential."

Statement by Ryota Yukisada, Chief Brand Officer, Brand SHISEIDO

"SHISEIDO MEN will be marking the new era with wholly renewing its line of high-quality, high-performance men's skincare and makeup products backed by Shiseido's many years of scientific research on men’s skin. At this moment, we are delighted to announce this partnership with FC Barcelona and Sergi Roberto, which we believe it will strength the value and synergy towards our products and consumers. SHISEIDO MEN, represents a men who enjoys life to the fullest by being involved with others with positive attitude, offers optimal skin care solutions to him and his partners.”


SHISEIDO MEN is a line of high-quality, high-performance men’s skincare and makeup products. This product line has benefitted by Shiseido’s years of cutting-edge scientific research specialized in the study of the physiology of human skin.  Since its birth in Ginza, Tokyo, in 1872, Shiseido has been creating a new value of beauty through the fusion of science and art. Now, SHISEIDO MEN demonstrates that beauty on the outside gives confidence and vitality that lead to inner beauty. This virtuous circle takes on new dimensions and energy to maximize positive impressions. Through the brand concept of #ALIVEwithBeauty, Shiseido believes that SHISEIDO MEN’s products, particularly in this stressful time, bring out the beauty of men around the world.


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