FC Barcelona has made further inroads into developing its brand in Asia by signing a strategic partnership with Chinese company Intersports, reports Sport Business. The agreement will see the promotion of the Barcelona brand and the club's values in the Chinese market.
Barcelona president Sandro Rosell stated the partnership is "the first step towards developing a Barca feeling in Asia".
The deal will kick-off in earnest at the end of this month when a club delegation visits China. Rosell added: "(We want to) create a permanent link with the Chinese society, so that all who wish to can share with us the values of FC Barcelona. We will take it a step at a time, so that the new generations of Chinese citizens understand what the Barca feeling is."
Barcelona's marketing director, Laurent Colette, outlined that a training camp will be held at Beijing's iconic Bird's Nest Stadium.
The La Liga and European champion last month announced the launch of similar camps in India over the next three years. "It is very important to transmit the Barca philosophy to local coaches, because sooner or later China will be a world footballing power," said Colette, according to the club's official website.
Intersports president Heifeng Xia stated: "For us, FC Barcelona is the best team in the world and the Bird's Nest Stadium is the best ground in the world. We wanted the best team in the best stadium. Barca is the most influential club in China and we hope this will be a long-term collaboration between us."