Barça brand to expand into Central Asia via the ‘Barça Experience’ project

FC Barcelona to develop two Barça Academies, a Barça Cafe, and a Barça Store in Kyrgyzstan, with promotion by a Barça Legends game at the end of August

FC Barcelona continues to expand its international brand with the aim of reaching out to more people and gaining new audiences. The latest strategic approach in Central Asia sees the Club sign a collaborative agreement with the football and sports culture promotion company JALGROUP ASIA, with the aim of developing a project called “Barça Experience” in Kyrgyzstan.

The project, a multi-year agreement, will involve using some of the Barça brand assets in the country. Sport and the Barça style will be promoted to young people through a Barça Academy in the cities of Jalal-Abad and Bishkek, the capital, where a Barça Store and a Barça Café will also open to reinforce the social side of the project. 

Barça Legends match on 30 August

The first event to celebrate the brand’s expansion into Central Asia and to welcome FC Barcelona to the country has already been arranged. On 30 August (kick-off 8.00pm local time), the Barça Legends team will play a match against a Legends of Asia team at the Dolon Omurzakov Stadium in Bishkek. The game is set to feature former players including Juliano Belletti, Lodovic Giuly, Ronald de Boer, Sergi Barjuan, Giovani da Silva, Juan Carlos Rodríguez and Juan Antonio Goicoechea. This will be a special opportunity for Barça fans in the country to enjoy the play and skills of players who helped spread the Club’s great sporting legend worldwide.

Progress for Barça Academy

The agreement between FC Barcelona and JALGROUP ASIA also represents significant progress for the international reach of the Barça Academy project, as Club had yet to open a football school in Central Asia.

The two new academies will be the 11th and 12th in the Asia-Pacific region, joining the five in Japan, the four in India, plus the academy in Singapore. The young sportspeople will also be able to participate in the coming season’s international tournaments like the Barça Academy World Cup and the Barça Academy Cup APAC, completions that culminate academy training work and promote companionship among all players from around the world.

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