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La Liga Sports Marketing Technology

FC Barcelona to work with brands to create world’s leading sports innovation centre


By Tony Connelly, Sports Marketing Reporter

March 2, 2017 | 3 min read

FC Barcelona has unveiled plans to develop an innovation hub which the club says will work with leading brands to generate a positive impact on society beyond the realm of sport.

Josep Maria Bartomeu announced the project at the Mobile World Congress this week

Josep Maria Bartomeu announced the project at the Mobile World Congress this week

The La Liga team’s president, Josep Maria Bartomeu, announced plans for the creation of the Barça Innovation Hub during the Mobile World Congress in Barcelona this week.

Bartomeu said the initiative is part of the club’s ambition to “be more than a club” by marketing FC Barcelona as “leading the way in the transformation of the sporting world”.

The strategic project will see them work with brands, universities, research centres and emerging businesses around the world to “lead the way in the development of sport through knowledge and innovation”.

It has been developed so the club can share and build on the knowledge gained from their research in areas such as personal hydration, nutrition, individualised physical recovery programmes and big data.

Discussing the structure of the Innovation Hub, Bartomeu said it will cover five main areas- medical services and nutrition, sports performance, team sports, technology and social science- and would “create value not just for FC Barcelona but also for other sports, markets and industries”.

He added: “The Barça Innovation Hub wants to be the number one centre of sporting innovation in the world. It will create a relevant impact on the sports industry and related industries, creating new products and services, attracting the best international talent and ultimately contributing to the future of sport in the world via innovation and knowledge.”

The Barça Innovation Hub is due to be officially presented at the club’s Camp Nou stadium on 22 March when more details will be revealed.

La Liga Sports Marketing Technology

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