Fontrodona, JoanSison, Alejo J.2019-09-252019-09-252010-02-182008http://hdl.handle.net/20.500.12424/173868In 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 UnicefengWith permission of the license/copyright holdermanagementsport ethicspartnershipdevelopmentEconomic ethicsCultural ethicsBusiness ethicsSocial ethicsSports ethicsPreprint