‘Players not obligated to lift shirts’

Barcelona and Intel have commented that their sponsorship agreement does not oblige the team’s players to lift their shirts when celebrating goals.

The Catalans unveiled this week a partnership deal reached with the computer chipmaker company, which will include the ‘Intel Inside’ logo printed on the reverse of the team’s kits, effective immediately.

However, the club have, through media and sponsorship director Manel Arroyo, looked to make clear that the placing of the advert does not oblige Barca’s players to display it through lifting their shirts when celebrating a goal.

Intel’s chief marketing officer Deborah Conrad has followed this up with a similar message.

“We did not want to put the players under any obligation to show the logo a specific number of times but we do know that such goal celebrations are a big part of the culture of the sport,” Conrad is quoted as telling Reuters this week.

Neither Barcelona nor Intel have released financial details on the four-and-a-half year deal, but Forbes and various Spanish media report a figure of $25m for the club, roughly €18m.

Tags Intel