FC Barcelona and Scotiabank: A Strategic Partnership Focused on Social Impact and Youth Development

In December 2016, FC Barcelona announced its multi-year partnership with Scotiabank, marking the beginning of a strong collaboration that would span Latin America and the Caribbean. This agreement made Scotiabank the Official Banking Partner of FC Barcelona in these regions. The deal was initially set for three years, from the 2016/17 season through 2018/19, with the option for a two-year extension. This partnership marked a milestone for both organizations, especially as it was signed through Barcelona’s New York office, showcasing the club’s ambition to expand its reach in the Americas.

One of the key focuses of the partnership was social development, with part of Scotiabank’s sponsorship fees directed to support FC Barcelona’s FutbolNet youth program. This program leverages football as a tool for teaching important life values to young people, aligning perfectly with Scotiabank’s commitment to community involvement.

Partnership Renewal and Expansion in 2022

Following a successful initial period, the partnership between FC Barcelona and Scotiabank was renewed in August 2022. This new agreement extended the partnership until June 30, 2026, marking a significant expansion of the relationship. The renewed contract included North America, in addition to the existing regions of Latin America and the Caribbean. This expansion allowed Scotiabank to further solidify its presence in key markets such as Canada, Mexico, Colombia, Chile, and several Central American countries.

An important addition to the renewed agreement was Scotiabank’s sponsorship of the Barça Femení (the women’s football team), reflecting the bank’s ongoing commitment to gender equality in sports.

Regional Sponsorship Rights and Scope

Scotiabank’s role as a regional partner means it is not involved in global sponsorship at Camp Nou but has exclusive regional rights across North and Latin America. This includes the use of the FC Barcelona logo and player images for marketing campaigns within these regions. Scotiabank’s sponsorship spans multiple platforms, including the men’s and women’s professional teams, youth academies, and community outreach initiatives. The partnership allows Scotiabank to host promotional events, provide co-branded financial products, and support FC Barcelona’s development programs in the Americas.

Marketing Activations and Initiatives

Co-Branded Banking Products

One of the most visible marketing activations has been the development of co-branded banking products. In June 2023, Scotiabank Colpatria in Colombia launched a limited-edition FC Barcelona debit card. This card offered exclusive perks for fans, such as fee waivers, opportunities to win Barça merchandise, and cashback bonuses for usage. The success of this campaign was reflected in the issuance of 22,000 cards, highlighting Scotiabank’s ability to drive customer engagement through its partnership with FC Barcelona.

Youth Football Programs and Barça Academy Sponsorships

From the outset of their partnership, Scotiabank has been a strong supporter of youth football development. The bank has sponsored various youth soccer programs across Latin America, including the Campeonato Scotiabank Fútbol Club, an inclusive competition where winners earned trips to Barcelona to train with the club’s coaches. Furthermore, Scotiabank has supported FutbolNet Festivals—youth football camps run by the FC Barcelona Foundation—that focus on teaching important life skills through football.

Moreover, Scotiabank runs a dedicated “Scotiabank Fútbol Club” platform, offering fans access to exclusive content, player events, and youth clinic highlights, which help maintain a strong connection between the bank and FC Barcelona’s fanbase.

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