FC Barcelona announces groundbreaking partnership with Danone North America

Posted on Nov 23, 2020 by Brad McCabe

A new multi-year partnership with Danone North America represents FC Barcelona’s first ever U.S. regional partner and will span FC Barcelona’s men’s and women’s teams and the club’s U.S. youth soccer academies.

FC Barcelona and Danone North America announced a new multi-year partnership at the virtual Brandweek Sports Marketing Summit. The partnership will run for three years through June 2023. It is the first U.S. regional partner for the club’s New York office, which means the deal is focused on engaging American fans exclusively, as the Catalan club continues to set its sights on one of its most important and strategic markets. 

As the world’s largest Certified B Corporation, Danone North America is on a mission to bring health through food to as many people as possible. Danone yogurts, coffee creamers and plant-based beverages including Activia, Danimals, Dannon, International Delight, Oikos Triple Zero and Silk will have regional rights with FC Barcelona’s men’s and women’s teams as well as the club’s U.S. youth soccer academies. Though this partnership, Danone North America will help provide nutrition, flavor and fuel to many people’s meal and snack routines in different ways.

As a leading food and beverage company, Danone North America will aid the growing fandom of FC Barcelona across the United States through digital and social content, money-can’t-buy promotions, and activations around major games, academies, summer tours, and more tailored to American fans. 

FC Barcelona, which opened its New York City office in September 2016, continues to expand its influence in the United States and remains a sought-after brand for major sponsors and partners despite the ongoing pandemic.

Also stemming from its American office, the club announced an expansion to its existing deal with Stanley Black & Decker as the official partner and first jersey sponsor of FC Barcelona women’s team (FC Barcelona Femení) in the summer of 2018. It was a ground-breaking deal for women’s sports, which continues to drive interest with fans and value for both organizations in the U.S. and globally.  Additionally, out of its Americas office the team has signed regional deals for the LATAM market with Banco BMG and Scotiabank and renewed a global partnership with Gatorade.

Statement from Xavier O’Callaghan, Managing Director of FC Barcelona’s New York Office
“Partnering with Danone North America strengthens FC Barcelona’s influence and reach in the United States and North America as the club seeks to continue to grow its presence on the continent to new and existing supporters and partners. This partnership is a big win for our New York office, especially during such turbulent times we all face now amid the coronavirus pandemic. We look forward to working with Danone North America over the next three years to leave a lasting and meaningful impression across the market.”

Statement from Manos Spanos, SVP/CMO Brand Marketing Yogurt at Danone North America
“As the world’s largest Certified B Corporation, Danone is more than a food company, we believe in using business as a force for good. Innovative partnerships, like this one with FC Barcelona, help us to bring health through food to as many people as possible while also engaging with new and existing fans in meaningful ways".

FC Barcelona