Strategy FCB & Unicef

Responsibilities:

• Definition of a sustainable and differentiating “positioning statement” for FCB on a global level
• Reflection and positioning workshops with the Board of Directors over a two month period
• Market survey on acceptability of this positioning
• Definition and execution of the “AGREEMENT WITH UNICEF”. Programme 0.7% of revenues for the Foundation
• Re-definition of the concept of a shirt SPONSOR

Objectives:

• Develop a strategy that positions FC Barcelona as “more than a club”

Impact:

• A great sense of pride and an increase in respect for club values amongst current members,
• An improved and better-known perception and image amongst potential members and sponsors in other countries
• Recognition of the higher value of the combined FCB-Unicef brand and an increase in revenue generated from existing sponsors

Results:

• Has become the most recognised brand in football, moving from 13th to 1st position
• Increase in sponsors and members
• Growth in global awareness

Place & Date:

• Barcelona & Nueva York (UNESCO)
• January to June 2006, to date