FC Barcelona and Catalan Tourist Board renew partnership to promote Catalonia as a tourist destination in the world

This Wednesday, the president of FC Barcelona, ​​Joan Laporta, and the Government of Catalonia's Minister of Business and Labour, Roger Torrent, signed the renewal of the collaboration agreement between the football club and the Catalan Tourist Board (ACT) for the next four seasons, until 30 June 2028. This extension ensures continuity of a consolidated relationship between the two parties in recent years and which aims to take advantage of FC Barcelona's global fame to promote Catalonia as a tourist destination.

The agreement was signed in FC Barcelona's commercial office, which the president was proud to show the minister and his colleagues around. The director of the ACT, Narcís Ferrer, was also present, while the club was also represented by ​​the vice-president of the Institutional Area, Elena Fort, and the vice-president of the Marketing Area, Juli Guiu.

The different joint actions undertaken by the two entities are all brought together under the umbrella of "Feel the colors", whereby land, identity and inspiration are the cornerstones of communication. FC Barcelona, ​​with its values ​​and its identity, is a global driver for showcasing what Catalonia has to offer.

The main focus is on promoting tourism together in the form of mainly digital campaigns and actions with tour operators, journalists and professionals from the tourism sectors of different international markets, striving to raise awareness of the Catalan identity, which is something so firmly rooted in Barça's mission, as well as creating exposure for the respective brands on online platforms, marketing actions and other promotional endeavours.

As has been customary in recent years, the ACT will again feature in the men's football team's pre-season tour, and will also appear in various graphic media, including the polo shirts that the players and coaches will be wearing, and on hoardings around the training fields used for "Barça on Tour USA 2024", which is happening this summer from July 28 to August 6. Something new for this year is that Catalonia will also be promoted to the North American market during tour broadcasts on Barça One, FC Barcelona's streaming platform.

Statement by Joan Laporta, president of FC Barcelona: 

"With this agreement, the club is once again ratifying its desire to continue being an ambassador for Catalonia in the world, and we do so with pride because we know that Barça is one of the most loved Catalan institutions in the world."

"Barça is a pole of attraction for the country's economy and this agreement will help to boost the synergies that already exist, while also creating new ones with international social, cultural and economic agents. Barça and Catalonia have always been characterised by their desire to reach out to the world. It is part of our character, and we will continue to work together because, as our anthem says, "united we are stronger.”

Statement by Roger Torrent, Government of Catalonia's Minister for Business and Labour: 

“Barça is more than a club, and it helps us to project Catalonia, to project the Catalan identity to the world. It conveys values ​​linked to a story of success, the growth of women's football, world-class athletes and sentiment. We also want Barça to help us promote a new kind of tourism, with a more positive, more sustainable impact. We want it to help us with a transformation in keeping with the country's commitment to responsible tourism, as is being promoted from the Government of Catalonia."