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Barcelona seals new partnership for Asian market

Spanish LaLiga football club Barcelona has entered into a regional partnership with soaps producer Safeguard.

The company will serve as Barcelona’s official shower gel in China, Hong Kong, Macau and Taiwan. The two-year deal will run until 2019.

The partnership strengthens Barcelona’s relationship with Procter & Gamble, Safeguard’s parent company. Procter & Gamble also owns personal care brand Gillette, which is a premium partner of the club.

Manel Arroyo, Barcelona’s vice-president of marketing and communications, said: “We’re very pleased to announce this deal with Procter & Gamble, a company with whom we already have strategic links. Through this deal, we can achieve greater synergies and further boost our popularity in China, connecting more closely with our fans and football fans in general in this strategic region.”