FC Barcelona and CUPRA join forces in a new global alliance for the next five seasons

FC Barcelona and CUPRA have reached a sponsorship agreement for the next five seasons, through which Seat’s sports car brand will become the new Official Automotive and Mobility Partner of the club. This strategic alliance goes beyond a traditional sponsorship arrangement, as besides collaborating on different activations through a wide variety of activities, both entities will work on the development of innovative projects aimed at the improvement of urban mobility.

FC Barcelona president Josep Maria Bartomeu met with Luca de Meo, SEAT President and Chairman of the Board of CUPRA, at the Camp Nou before the Club’s first home game of the season to make the new global alliance official. Also in attendance were Josep Pont, FC Barcelona Board Member responsible for the Commercial Area, Wayne Griffiths, SEAT Executive Vice-President for Sales and Marketing and CUPRA CEO, and Christian Stein, General Director Communications SEAT and Institutional Relations Volkswagen Group Spain.

The agreement with CUPRA is part of FC Barcelona’s objective of collaborating with partners whose values are in line with those of the club. Barça aim to continue as leaders and points of reference on and off the pitch. This new alliance is based around three strategic cornerstones: The origins of both entities, born in Barcelona, with a vision of strengthening the city’s image around the world; a global vocation and common values such as effort, ambition and teamwork; and a commitment to innovation and the promotion of talent.

Both entities will work together on different marketing and sponsorship actions, and will take a further step towards developing new solutions for micro-mobility and electro-mobility. The outskirts of the Camp Nou will also be used as a testing ground for new projects aimed at improving urban mobility.

The agreement includes a CUPRA VIP Room at the Camp Nou for every FC Barcelona home game, and brand visibility in the stadium facilities. Plans are in place to install an ephemeral space, to be decided together, in the exterior of the stadium to allow Barça fans to learn about the brand.

Josep Maria Bartomeu, FC Barcelona president

“We celebrate the incorporation of CUPRA as FC Barcelona’s new Official Automotive and Mobility Partner. We are beginning a new journey together, based on shared values such as high standards, passion, ambition and teamwork. This innovative alliance will allow us to offer unique experiences to our fans around the world, through which we will also have the opportunity to collaborate in the development of new solutions that contribute to an improvement in urban mobility.” 

Luca de Meo, SEAT President and Chairman of the Board of CUPRA

“This innovative alliance with one of the world’s greatest football clubs shows our strong commitment to the CUPRA brand and the future of mobility in Barcelona. Furthermore, partnering with a universal institution such as FC Barcelona with a fanbase of over 340 million will support our globalisation strategy”.