FC Barcelona and Estrella Damm: A Historic Partnership Continues to Thrive

FC Barcelona and Estrella Damm, the iconic Catalan beer brand, have been partners for over 25 years. This longstanding collaboration has successfully integrated Estrella Damm’s premium beer with one of the world’s most beloved football clubs. Since their first partnership in the early 1990s, Estrella Damm has solidified its position as the official beer of FC Barcelona, forging a connection that goes beyond just sponsorship. The two entities share a deep cultural and geographical bond, and their collaboration has seen growth in both brand visibility and market reach, making it one of the most successful sports sponsorships in the world.

A Rich History of Partnership

The journey began in 1999 when Estrella Damm became the official beer of FC Barcelona. Since then, the relationship has evolved and strengthened with each renewal. The collaboration has seen multiple sponsorship renewals, with notable extensions in 2011, 2014, and 2018, each time cementing Estrella Damm’s place as one of Barcelona’s most valuable commercial partners.

Key Milestones in the Partnership

2011: A Renewed Commitment

The agreement signed in 2011 marked an important milestone, as it extended Estrella Damm’s exclusive beer sponsorship for another five years. This extension ensured that Estrella Damm remained the official beer of FC Barcelona, with the brand prominently featured in the club’s stadium signage, hospitality areas, and merchandiseelona president, Sandro Rosell, emphasized that both the club and Estrella Damm shared values of excellence, making it a natural fit for the two to continue their partnership.

2014: A Strengthened Alliance

In 2014, Estrella Damm and FC Barcelona again renewed their partnership, further solidifying the ties between the two institutions. This agreement was celebrated with joint activations that included exclusive events for fans, and customized beer bottles celebrating FC Barcelona’s historic achievements . This yarked the sponsorship of the Joan Gamper Trophy by Estrella Damm, a prestigious preseason tournament organized by the club, providing the brand with massive visibility across all its channels .

2018: Estrelcomes a Global Partner

By 2018, Estrella Damm was promoted to a Global Partner of FC Barcelona, extending the reach of the sponsorship to international markets. The club’s global fan base was now exposed to Estrella Damm in multiple territories, making this one of the most beneficial cross-border sponsorships in sports. This partnership was marked by the launch of joint advertising campaigns and exclusive content on FC Barcelona’s global platforms.

Continuing the In 2023, FC Barcelona and Estrella Damm extended their partnership for another five years, reflecting the enduring success of their collaboration. As part of this new phase, Estrella Damm remains the exclusive beer sponsor and continues to be integrated into matchday activities, hospitality, and fan engagement programs . The extension highlighted the bty of both the club and Estrella Damm’s commitment to Catalan identity.

Noteworthy Marketing Activations and Campaigns

Iconic Advertising Campaigns

Estrella Damm has created some of the most iconic advertising campaigns that tie directly into the culture of FC Barcelona. These commercials have become synonymous with the club’s spirit. For instance, in 2009, Estrella Damm released the “El tovalló de Messi” ad, which humorously referenced Lionel Messi’s first contract. More recently, the “Amigo Amigo” and “Què tenim?” campaigns have captivated fans, integrating Barça’s values with Estrella Damm’s brand . Each of these ads celebrates **Barça’s ided ties it to the beer brand, reinforcing Estrella Damm as an intrinsic part of the FC Barcelona experience.

Fan Engagement Initiatives

The fan experience has been at the forefront of the Estrella Damm and FC Barcelona partnership. Over the years, fans have been given exclusive opportunities to attend VIP events, watch matches from the exclusive hospitality zones, and enjoy special edition merchandise. The brand has consistently integrated into Barça’s community, sponsoring celebratory events and victory parades, with Estrella Damm being the beverage of choice at these events . This level of engagement has fostered a strong emotection between the fans and the brand.

Co-Branding and Merchandising

Estrella Damm has also produced limited-edition beer bottles and co-branded merchandise that celebrate FC Barcelona’s milestones. For example, Estrella Damm released a special edition 125th anniversary bottle in 2024, symbolizing FC Barcelona’s rich history and Estrella Damm’s long-standing partnership with the club . These co-branded products serve as collectibles for fans that Estrella Damm’s presence is felt not just in the stadium, but also in fans’ homes.

Stay updated with the latest sponsorship news. Follow SponsorsGo on social media:

• X
• Facebook
• Telegram