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Spanish La Liga FC Barcelona is currently finalizing a deal regarding a new shirt sponsor. As reported by Mundo Deportivo, the financially distressed club is negotiating with multiple candidates and cryptocurrency exchanges Binance and FTX are holding the best cards. Current shirt sponsor, Japanese conglomerate Rakuten, is still in contention however they seem not to be able to offer as much as the crypto giants.
FC Barcelona’s contract with Rakuten will expire in the summer of 2022 and closing a new deal is a high priority for los Azulgrana’s marketing team. The Catalans reportedly want to collect sixty million euro’s a year, which Rakuten director Hiroshi Mikitani would believe to be too much. Nevertheless, Binance and FTX see no issue with the amount and are happy to meet the club’s requirements.
Binance has already engaged former FC Barcelona players Andrés Iniesta and Luis Suárez for an advertising campaign and seems to be a frontrunner in the race. Mundo Deportivo also reports that the Chiliz blockchain will be appearing on the sleeves of its team jersey, although this still needs to be confirmed by the club.
After a disappointing 2020/21 fiscal year, FC Barcelona’s Vice-President of Economic Affairs, Eduard Romeu recently announced that Barcelona aims to double its current annual income to over 1.5 billion euros within five years. Partnerships will be play an important role in achieving this figure as Romeu firmly said:
“Whoever wants his name on the shirt will have to pay for it.”