In November 2016, Barcelona signed a major sponsorship agreement with the Japanese company Rakuten, valued at 201 million reais, with the clear objective of activating the brand through the great success that the Catalan club has been doing in recent years, both as a result in the field, as financial.
The agreement of four years, with the option of an extension of one more year, that already has Rakuten logo in shirts of Barcelona, from the beginning of this season. Now for those who do not know Rakuten is the tip to access the largest e-commerce in Japan and is coming with full force with marketing services and e-commerce solutions in the Brazilian market.
You must be wondering; the sponsorship of the Barcelona brand adds in the strengthening and awareness of the Rakuten brand?
To answer this, I present an analysis of mentions and remembrance in Google that represent the Rakuten aligned to Barcelona.
As of November 16, 2016, the growth of the Rakuten brand starts to be aligned with Barcelona, having the same growth behavior. Brazil begins organically to have interest in the Rakuten brand, questioning who is the company that sponsors the club, which until then is the most important non-Brazilian club and fans in Brazil.
Another important digital number to analyze is the percentage (12%, 124% growth vs. previous month) of people using the FC Barcelona website as a conversion to the Rakuten website (Global Rakuten), are Brazilians interested in knowing the brand and what is its Business model.
The Rakuten brand has a great opportunity for growth in its social media strategy, taking into account that FC Barcelona in Brazil has more than 6.3 million followers, second largest number of followers of the club in the world, is only behind the profile in Mexico which has 6.5 million.
Another factor that is relevant to the brand is the sale of shirts from FC Barcelona which is the most foreign club in Brazil (33%), a factor that Centauro created an exclusive club line in Brazil. A benefit that helps the Rakuten brand in Brazil.
All of these are great reasons to sponsor FC Barcelona to activate the brand in Brazil, the result is great and immediate.