The Japanese company Rakuten has already made its mark on the Camp Nou. This week has seen advertising installed at the stadium for FC Barcelona’s new main global sponsor and Global Partner of Innovation and Entertainment.
When fans arrive at the main stand they will now be greeted by a hoarding that reads ‘Believe in the future’, complete with images of stars such as Leo Messi, Luis Suárez, Gerard Piqué, Andrés Iniesta, and Ivan Rakitic.
And it’s not just on the façade; Rakuten is there once you enter the stadium, festooned upon the seating behind the north goal.
This is all part of the deal between FC Barcelona and Rakuten, a major internet services provider, as part of a partnership worth some €55 million annually to the club over four years. The team’s shirt will also feature the Japanese giant’s logo.
