Spanish football club FC Barcelona has entered into a regional partnership deal with Chinese insurance firm Taiping Life Insurance for three-and-a-half years.
Under the terms of the deal, the insurer has the marketing and advertising rights to virtual LED during match broadcasting in China.
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The insurer first activated the virtual LED rights during the FC Barcelona versus Getafe match to deliver a message with the club in support of Chinese people amid coronavirus crisis.
Additionally, the partners plan to launch a series of online and offline fan engagement campaigns. These include watching the game in Camp Nou, Barça Academy camps and clinics.
They will also collaborate to provide quality content tailored to the insurer’s clients and Barça fans in China on the Club’s official social media platforms.
Taiping Life Insurance CEO Cheng Yonghong said: “Barça and Taiping both have a rich brand history, and Barça is one of the most successful and popular football clubs worldwide.
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By GlobalData“Barça’s brand promotion successfully reaches every corner around the globe and has a huge fan base in China.
“This partnership will further enhance Taiping’s brand awareness internationally and the ability to deliver unique customer service experience.”
China is a key market for Barça, where the Club was recently named the number one club online at the Red Card 2020 awards organised by Mailman.
Earlier this month, Italian football club Juventus extended its stadium partnership with Allianz to 2030 in a deal valuing €103.1m.
Headquartered in Shanghai, Taiping Life Insurance has a capital of CNY10.03bn and over CNY460bn in total assets.
