It seems that the storm has passed and calm returns within the ranks of Barcelona. At least that’s what it seems when you see the presentation of the Barcelona’s third shirt where was the captain and figure of the team the Argentine forward Lionel messi. Let us remember that the past days were full of uncertainty within Barça when the footballer said he wanted to leave the institution, which unleashed a wave of speculation about his future.
For the 2020-2021 season, Barcelona will debut a striking pink shirt as a third kit, with Rakuten as the main brand of the Spanish team. This Monday the first garments went on sale, which can be purchased until September 11, always through the Barça Store online. Later it will be launched in the usual points of sale.
The jersey is sold in two formats: Match and Stadium. The first will have the same fabric as the official riding (the one that the players will use), while the second model is more commercial and economical.
? Leo Messi
– FC Barcelona (@FCBarcelona_es) September 7, 2020
What do the colors of the shirt mean?
Pink represents the color of the sky at sunrise within the city, while green and blue refer to the sea that characterizes the Catalan capital. The shirts were made with the use of recycled plastic bottles, according to information from the club.
Messi’s history and the impact of marketing on Barcelona
This Monday, Lionel Messi also returns to training for the team that saw him born at a professional level. He is ready to be under the command of coach Ronald Koeman, former glory of the Blaugrana team. After several days of deep uncertainty, in which its continuity in the Catalan squad was called into question, Barcelona not only suffered from the possibility of losing its key player, but also from the financial losses that it would have feared to face at the marketing level .
If Messi had played for the 2020-2021 season to another team, without a doubt, Barcelona would not have the marketing impact that it has with the Argentine’s presence. For the brands that are part of the team’s sponsoring body, it would not be too attractive to advertise with the absence of the best player in the world today.
In addition to Nike, Rakuten and Beko, Barcelona has an extensive list of business partners distributed in different categories. CaixaBank is a “Premium partner”. 1XBet, Estrella Damm, Konami, Nestlé, Kupra, Oppo, Stanley, Gatorade, Chiliz, FBS and Thom Browne are on the “Global partners” tier. Lastly, Assistencia Sanitaria, Allianz, SK Lubricants, Scotiabank, Yunna Baiyao, Taiping Life Insurance, Coca-Cola, Rakbank, Samba Bank, Sebank, Maybank, SHB, BMG, Head & Shoulders and Nichiban complete the list of “Regional partners” .
A brand called Lionel Messi
Lionel Messi, by himself, is a brand that sells very well. He has 165 million followers on Instagram and 97 million on Facebook. According to the Result Sports “Global Digital Football Benchmark” study, Barcelona was the global leader in social media interactions during 2019 with 1.417 million, from its more than 260 million followers. All this in large part due to the image and presence of Rosario.
Messi on his own has an extensive list of brands that has him as its main figure: the forward earns 32 million euros per season thanks to his agreements with prestigious brands such as Adidas, Huawei, Ooredoo, Konami, Pepsi, Lay’s, Gatorade, MasterCard, Jacob & Co and Hawkers among others.
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