Barcelona has signed a deal with Cupra which will see the Spanish automobile brand become the official automotive partner of the Catalan club. Barcelona has left Audi and signed a five-year deal with Cupra a sports car brand.
Josep Maria Bartomeu and Luca de Meo signed the contracts in time for Barcelona’s opening home game of the LaLiga Santander season. Barcelona and Cupra will work together in promoting the city through activities that will encourage innovation and young talent.
After 13 years of sponsorship, Audi has decided to end its collaboration with soccer club FC Barcelona, leaving room for another automotive brand to step in.
With the sponsorship ended Audi has demanded to get all the cars back which were given to the players. The reason why Audi decided to pull out of this deal in the first place is that the German automaker grew tired of seeing FC Barcelona players showing up for training and matches in cars that weren’t the ones provided to them by the club.
Cupra The New Brand
Cupra, another Volkswagen Group brand, has become the club’s new automotive sponsor. According to Motor journalists, the Seat sub-brand completed negotiations with Barcelona. Their collaboration will go beyond a mere transfer of cars to the club’s players.
The deal has gone through and it’s understandable why two massive Spanish brands would be interested in working together.
Barcelona and CUPRA have reached a sponsorship agreement for the next five seasons. This has made Seat’s sports car brand the new Official Automotive and Mobility Partner of the club. This strategic alliance goes beyond a traditional sponsorship arrangement. Besides collaborating on different activations through a wide variety of activities, both entities will work on the development of innovative projects aimed at the improvement of urban mobility.
Barcelona’s president Bartomeu met with Luca de Meo, SEAT President and Chairman of the Board of CUPRA, at Camp Nou. This meet was before the Club’s first home game of the season to make the new global alliance official. Also in attendance were Josep Pont, FC Barcelona Board in the Commercial Area. Wayne Griffiths, SEAT Executive Vice-President for Sales and Marketing. Christian Stein the General Director Communications SEAT, and Institutional Relations Volkswagen Group Spain.
While the figure that Cupra will be paying for this deal remains unknown. It is still thought to be somewhere around 5 million euros, which Audi used to pay on a yearly bases.
The agreement with CUPRA is part of FC Barcelona’s objective of collaborating with partners whose values are in line with those of the club. Barça aims to continue as leaders and points of reference on and off the pitch. This new alliance is based around three strategic points. The origins of both entities, born in Barcelona, with a vision of strengthening the city’s image around the world. A global vocation and common values such as effort, ambition, and teamwork. A commitment to innovation and the promotion of talent.
Both entities will work together on different marketing and sponsorship actions. They will take a further step towards developing new solutions for micro-mobility and electro-mobility. The outskirts of the Camp Nou will also be used as a testing ground for new projects aimed at improving urban mobility.
The agreement includes a CUPRA VIP Room at the Camp Nou for every FC Barcelona home game. Also providing brand visibility in the stadium facilities. Plans are to install an ephemeral space, in the exterior of the stadium to allow Barca fans to learn about the brand.
The deal gives players options of the Cupra Ateca, Leon Cupra R or the upcoming Cupra Formentor. What’s more likely though is the Spanish automaker being more comfortable than Audi with seeing the players show up in different cars from time to time. Soccer stars often like their Bentleys, Ferraris and Lamborghinis compared to other cars.