ABU DHABI-BASED telecommunications company Etisalat has extended its sponsorship agreement with Spanish La Liga team FC Barcelona for a further four-and-a-half years until June 2017.
Etisalat will serve as a regional partner of Barcelona in a number of countries, including the United Arab Emirates, Nigeria, Ivory Coast, Benin, Togo, Niger, Gabon and the Central African Republic.
The deal extends the relationship between brand and club after an initial four-year deal was signed in February 2009. The previous deal was worth a reported €12 million.
The new contract will likely see Etisalat pay a significantly higher rights fee as the brand has upgraded its level of association from Official Sponsor (tier three) to Premium Partner (tier two).
“As a global telecommunications operator, it makes great sense for us to associate ourselves with a first class club which is interested in widening its international fan base,” said Ahmad Jular, executive director of the Etisalat Group.
“This association is a unique opportunity to show the capacity of Etisalat Group as a telecommunications operator. It gives us a strong competitive advantage and strengthens our emotional links with our present and future clients.”
Etisalat is also a sponsor of current Premier League champions Manchester City.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG