Barça Women to wear the BIMBO logo on the jersey sleeve for the first time
FC Barcelona and Grupo Bimbo, the world's largest baking company, have reached an agreement for the BIMBO® brand to become the Club’s Global Partner and the Main Partner for the women’s football first team. The core strategies for this alliance involve promoting healthy and active lifestyles, fostering new talents, and a clear investment into women’s empowerment. This will involve BIMBO® collaborating with the Club on activities to promote a balanced diet, and their logo will feature on the sleeve of the women’s football first team jersey for the first time in the Club’s history.
The agreement was officially presented on Wednesday in the La Masia Auditori. The event was attended by Juli Guiu, FC Barcelona Vice president for the Marketing Area, along with Alberto Levy, VP Global Marketing and Rosa Alabau, Director of Sustainability for the global Marketing team from Grupo Bimbo. Barça Women first team players Alexia Putellas, Jana Fernández and Salma Paralluelo were also in attendance, forming a panel alongside the Club’s nutritionist, Mireia Porta.
The event provided explanations regarding the different synergies included in the agreement, while the players highlighted the importance of having the support of such a partnership to help raise the profile of women’s football, and the need to show future generations how important it is to break down existing barriers and prevent prejudices from conditioning their future.
Team to wear the logo on the sleeve for the first time
This Wednesday, October 19, will be the first time that the team will wear the new jersey featuring the BIMBO® global brand, when Jonatán Giráldez’ squad play their first Champions league game this season against Benfica at Estadi Johan Cruyff.
A common goal
Within the framework of this alliance, Barça and Grupo Bimbo will work to positively impact society by promoting habits that contribute to improving people’s well-being, while also helping to build a more sustainable environment. Furthermore, they will work to put an end to the stereotypes that still surround women.
In this sense, Barça Women have become a benchmark both on and off the pitch for their playing style and the values they represent, dismantling many of the prejudices surrounding women in sport, enabling their sportswomen to become an inspiration and reference for many women and girls worldwide.
Along with being the Club’s global partner and the Main Partner for the women’s football team, the framework of the agreement will see Grupo Bimbo also strive to foster new talents through their collaboration with La Masia, FC Barcelona’s educational centre - now an international benchmark for sporting and human education - and the Barça Academy, the Club’s international schools project and the step prior to youth team football.
Lastly, the Mexican food brand will partner with the Sports Tomorrow Congress, the annual sports innovation congress organised by Barça Innovation Hub, with the 2023 edition forming part of the Mobile World Congress.
Statement from Juli Guiu, FC Barcelona Vice president of the Marketing area
“This agreement is an historic milestone, as it is the first time that our women’s football first team will wear a partner on their jersey sleeve, another step towards parity between women’s and men’s sport. We will also work together to promote a healthy and active lifestyle among our fans. As such, I am proud to say that we are starting a new era alongside Grupo BIMBO®, which will enable us to further consolidate our ‘More than a Club’ slogan, through which we acknowledge the power of sport to change the world.”
Statement from Alberto Levy, VP Global Marketing, Grupo Bimbo
“Grupo Bimbo want to feed a better world and this partnership with Barça enables us to make this a tangible goal, because on the one hand, it aligns with our sustainability strategy, and on the other, it supports continuing to put initiatives for female talent into place. Additionally, it will mean we can show all the benefits of bread and how it forms part of a balanced diet via Barça’s prominent profile and the different activities we will carry out together.”
Statement from Rosa Alabau, Global Senior Director, Breakfast, Sustainability & Bimbo Global Race®, Grupo Bimbo
“This agreement adds to the numerous ongoing global and local initiatives to drive the development of female talent. This partnership will help Grupo Bimbo further spread this message of equality worldwide, given the recognition and influence of FC Barcelona throughout the world, supported by the talent and example of their women’s football team.”