Breweries are big sources of sponsorship in football and Barcelona have secured a new deal with Damm.
The Catalan brand Estrella Damm is one of Barcelona’s five premium partners, alongside Audi, Turkish Airlines, TV3 and laCaixa and is the official beer of the La Liga and European champion.
The deal will run to the end of the 2015-16 season and the five-year agreement will see Barcelona’s pre-season competition renamed as the Fiesta del Gamper Estrella Damm. The exclusive deal will see the Damm brand feature in the presentation of the line-ups before games on the Camp Nou video scoreboard.
“Damm are a Catalan company, who wholly identify with Barca and our values,” said Barcelona president Sandro Rosell.
“The ties that bind us are strong – we have worked together for more than 20 years. This deal will hopefully help us promote this Catalan company throughout the world. With Damm we share the desire to become more global, whilst maintaining our Catalan and family roots. Damm is a company with a lot of history, which is the result of the hard work and effort of many generations –just like Barca.”
Estrella Damm director general Enric Crous agreed
“We are proud to renew our agreement with FC Barcelona, a club which forms a part of our history and has given us all so much pleasure. In addition, at this time of international expansion which our company is enjoying, it is an honour to deepen this relationship with such a globally well known and loved club. We have been together with Barca for many years and we hope it continues for ever. We make a good team – two Catalan institutions with more than 100 years of history, who love a job well done and look to the future, whilst always retaining our identity.”