Barcelona elevate Estrella Damm to global partner
Estrella Damm, the Catalan beer brand, has stepped up its sponsorship of Spanish soccer giants Barcelona, in an extension of its long-running deal.
With effect from 1 July, Estrella Damm becomes a second-tier global partner of the club, joining the likes of Beko, Gillette, Konami, CaixaBank and Audi, in an agreement running to 2022.
It also retains its status as the ‘official beer of FC Barcelona’ and receives pouring rights and branding at the club’s Camp Nou stadium and other facilities.
Estrella Damm, which is based in Barcelona, has an association with the team dating back more than 25 years, and sponsors the Champions bus used in celebrations to mark trophy victories, plus the annual Joan Gamper Trophy Fiesta and the Man of the Match Trophy.
Barcelona’s major commercial partners are kit supplier Nike and main shirt sponsor Rakuten, the Japanese e-commerce company.
Meanwhile, Sagres, the Portuguese brewing company, has extended its sponsorship of the FPF, the country’s national soccer federation, by six years.
The new deal includes both the men’s and women’s national teams, and runs until 2024.
Sagres is the FPF’s longest-standing commercial partner, with a relationship that dates back 25 years.
The renewal was announced ahead of the World Cup in Russia, at which European champions Portugal have been drawn in a group including neighbours Spain, Morocco and Iran.