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FC Barcelona and Unicef:
Fontrodona, Joan Sison, Alejo J.
Fontrodona, Joan
Sison, Alejo J.
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Abstract
In 2003, after the election of a new management team, and given a very delicate financial situation, the FC Barcelona’s membership, who owned and ran the club, authorized to actively seek and sign a sponsorship deal for the football team’s shirt. The case presents the history of FC Barcelona, the recent events that brought in a new management team and the strategic plan that was implemented to improve the results on sportive and financial bases. The case focuses on the process of deciding to establish a sponsorship contract for the football team’s shirt and the process of selecting the partner. The case illustrates the reputational risk involving the election of a partner for an strategic alliance, and the innovative approach of the agreement between FC Barcelona and Unicef
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Preprint
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2008
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With permission of the license/copyright holder