FC Barcelona added Latin American home-delivery service Rappi to its existing group of partners, in what is being described as a hugely beneficial moment for fans in the region.
The current two-and-half year deal is a part of FC Barcelona’s continued brand expansion in the Americas, meeting several of its commercial targets as it asserts itself as one of the world’s leading sports brands.
Football is not new territory for home-delivery company Rappi. They actively sponsor several men’s and women’s football clubs across Central and South America, which has helped achieve its current status as one of the leading home-delivery services in the region.
This status as one of Latin America’s leading technology brands is evidenced by its mobile service that connects customers to food and e-commerce products and delivers them to homes within 10 minutes.
FC Barcelona Marketing Area Vice-President, Juli Guiu, highlighted the deal will be a win for Barca fans in Latin America.
“Through this partnership with Rappi, we are boosting our privileged position in this region and helping to improve the fan experience by connecting with them via imaginative, disruptive actions that drive emotions and empathy,” he said in a statement.
Astrid Mirkin, Chief Marketing Officer of Spanish Markets and Head of Brand/Sponsorships at Rappi, elaborated further on Guiu’s comments regarding fan experience.
“With Rappi becoming the exclusive delivery partner of FC Barcelona in Latin America, we will significantly improve the experiences of both the Rappi customer and the FC Barcelona fan at a key consumption moment,” Mirkin added via press release.
“This partnership with FC Barcelona will allow customers to receive additional special offers during games and drive additional orders to our merchants and couriers.”
FC Barcelona will provide Rappi with LED hoardings at the Olympic Stadium and its spiritual home, Camp Nou, when its renovation is completed. Further benefits for the company come in the shape of hospitality packages and brand association with the Barca Legends team.
Inter-continental relationships, particularly between European football clubs and non-European companies, offer substantial economic benefits that can enrich its impact on both football and society.
In addition, fans across the globe not only benefit from exclusive offers in their region, but get a deeper connection to clubs they support from afar.