FC Barcelona and Shiseido Men have signed a two year deal which sees the Japanese cosmetics brand become the official men’s skincare and makeup partner of the club.
The agreement runs until December 2022 and will focus on key markets in Japan, China, Italy and Spain
Barcelona Defender Sergi Roberto will be an ambassador for the partnership. The Spaniard was selected for his versatility and embodiment of the values and image of Shiseido Men.
“I am excited to have been chosen as the ambassador of this unique partnership between Shiseido Men & FC Barcelona,” FC Barcelona fourth captain, Sergi Roberto said.
“As someone who gives their all on the pitch and approaches life with an enthusiastic attitude, I am thrilled to align myself with a brand that shares my values.”
“Other than competing, I am constantly inspired by the endless support from my family, friends and colleagues who enrich my life every day.”
“Through this collaboration with Shiseido Men, I want to inspire people to push past their limits to live boldly and explore their full potential.”
The agreement also involves Barcelona and Shiseido Men working together to produce content about the lifestyles of first team Barcelona players. Digital content will be shared across the club’s social media channels.
In China, the content will be published on Weibo – Barcelona generates the highest amount of engagement out of the European football clubs on the platform.
As part of the agreement, Shiseido Men will be able to use images of players in marketing material and campaigns.
“At this moment, we are delighted to announce this partnership with FC Barcelona and Sergi Roberto, which we believe it will strength the value and synergy towards our products and consumers,” Chief Brand Officer for SHISEIDO, Ryota Yukisada said.
“Shiseido Men, represents a man who enjoys life to the fullest by being involved with others with positive attitude.”
Shiseido Men are the club’s fifth Japanese partner – Barça also has agreements with Rakuten, Konami, Canon Medical and Nichiban.
The partnership was managed by Barcelona’s Hong Kong office which is looking to increase the club’s presence in the region.