Nestlé has entered into a global partnership with Spanish LaLiga football club Barcelona in a deal that marks the snack food and beverage producer’s first with a sports team.
The deal names Nestlé as an official club sponsor of Barcelona for the next four years. The agreement also includes the Nestlé Nesquik brand in Europe, the Middle East and Africa.
Nestlé will benefit from image, association, marketing, publicity, digital, promotion, merchandising and hospitality rights, as well as other activities with FCB Escola, Barcelona’s school programme.
The company, which is known as Nestlé Milo in Asia, will work with Barcelona to promote a healthy lifestyle and highlight the importance of physical exercise among children.
Manel Arroyo, Barcelona’s vice-president for marketing and communications, said: “The global sponsorship deal with Nestlé Milo consolidates the attempts to make the club more global and reinforces the club's association with market leaders. Nestlé Milo, like FC Barcelona, believes in the importance of playing sport from a young age as a key tool for learning essential values for children’s development.”