Spanish LaLiga club FC Barcelona has signed up a sponsorship deal with insurance company Taiping Life. It’s Barça’s latest regional sponsor in China.
The deal, which runs until the 2022/23 season, sees Taiping Life become the only insurance partner of the La Liga outfit in China.
As part of the deal, Taiping Life Insurance will receive marketing and advertising rights during broadcasts of LaLiga matches in China, which will take advantage of virtual LED overlay technology.
There will also be a range of other brand activations. Both parts will collaborate to offer customers the chance to experience activities such as visits to the club’s Camp Nou stadium, meet-ups with former players, soccer training camps and private matches.
“China is an important market for Barcelona. The cooperation with Taiping Life Insurance further strengthened our commitment to the Chinese market and will also help the club strengthen its connection with Chinese fans and further expand the number of fans”, Toni Claveria, Barcelona’s Asia-Pacific director, said.
Cheng Yonghong, chief executive of Taiping Life Insurance, added: “Barça and Taiping both have a rich brand history, and Barça is one of the most successful and popular football clubs worldwide. Barça’s brand promotion successfully reaches every corner around the globe and has a huge fanbase in China. This partnership will further enhance Taiping’s brand awareness internationally and ability to deliver unique customer service experience”.