FC Barcelona Innovates, Creating Marca FCB to Handle the Club’s Marketing and Image

What: FC Barcelona decided to eliminate its communications department.
Why it matters: Because the new department, led by Guillem Graell, merges areas such as strategic marketing, operational marketing, sports communication, corporate communication, public relations, and protocol, in a joint effort to overhaul the positioning of the popular club’s identity and image with its millions of followers around the world.

In an innovative move, FC Barcelona has dismantled its communications department in favor of the new Marca FCB, which will be led by Guillem Graell.

The club’s marketing, communications, institutional relations, protocol, and museum content components, among others, will now be united under the new department headed by Graell, who will report directly to club CEO, Oscar Grau.

Graell has a solid background in marketing and communications, having worked for companies such as Grupo Codorniu Raventós, Perfetti Van Melle, Reckitt Benckiser, and Procter & Gamble, among others.

Graell and his team are now charged with the challenge of conveying Barça’s unique essence, to make it the world’s most beloved soccer club with the most fans on the planet.

According to team executives, Barça’s new positioning will lead to an increase in TV audience and sponsorships of greater value.

In addition, team revenues are expected to grow to 1 billion euros, which will allow the club to maintain the competitive excellence that has set it apart in the past.View original translation


Join us at the 2017 Sports Marketing Forum.. The first day of #Portada17 (Sept. 13, 2017 in NYC) will be all about Sports Marketing and insights and best practices on how best to use sports content to connect with the exploding multicultural demographic!


Editorial Staff

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