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Barça strikes sponsorship deal with Japan’s Rakuten

Japanese online retailer Rakuten will be Barcelona's main sponsor for the next four years in a deal worth at least €55 million ($59 million) a year, the Spanish giants said on Wednesday.

Barça strikes sponsorship deal with Japan's Rakuten
The sponsorship deal with Rakuten was unveiled on Wedesday. Photo: AFP

Rakuten will replace Qatar Airways, Barcelona's shirt sponsor since 2013, who were reported to have paid €35 million for the final year of their deal taking them up to the end of the 2016-17 season.

“I have the pleasure and honour to announce that the board of directors has approved that RAKUTEN be the new main and global sponsor of the club for the next four years,” Barcelona president Josep Maria Bartomeu told a news conference at the club's Camp Nou stadium.

Barcelona's success on the pitch makes it highly attractive to advertisers. Despite Champions League disappointment last season, it won both La Liga and the Copa Del Rey, Spain's two domestic competitions.    

The club also has some of the world's most recognisable stars  – vital marketing assets for the club's partners – who have millions of followers on social media.

Barcelona's Argentine striker Leo Messi is one of the most popular athletes in the world on social media, with over 78 million fan followers on Facebook alone.

The announcement of the new sponsorship deal comes as the club is set to begin work in 2018 on an extensive renovation of their Camp Nou home that will see the capacity of Europe's biggest stadium extended to 105,000 and an open facade to allow views across the city.

A budget of €420 million has been estimated for the project that will be financed in large part by proceeds from sponsorship.

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FOOTBALL

Putellas becomes second Spanish footballer in history to win Ballon d’Or

Alexia Putellas of Barcelona and Spain won the women's Ballon d'Or prize on Monday, becoming only the second Spanish-born footballer in history to be considered the best in the world, and claiming a win for Spain after a 61-year wait.

FC Barcelona's Spanish midfielder Alexia Putellas poses after being awarded thewomen's Ballon d'Or award.
FC Barcelona's Spanish midfielder Alexia Putellas poses after being awarded thewomen's Ballon d'Or award. Photo: FRANCK FIFE / AFP

Putellas is the third winner of the prize, following in the footsteps of Ada Hegerberg, who won the inaugural women’s Ballon d’Or in 2018, and United States World Cup star Megan Rapinoe, winner in 2019.

Putellas captained Barcelona to victory in this year’s Champions League, scoring a penalty in the final as her side hammered Chelsea 4-0 in Gothenburg.

She also won a Spanish league and cup double with Barca, the club she joined as a teenager in 2012, and helped her country qualify for the upcoming Women’s Euro in England.

Her Barcelona and Spain teammate Jennifer Hermoso finished second in the voting, with Sam Kerr of Chelsea and Australia coming in third.

It completes an awards double for Putellas, who in August was named player of the year by European football’s governing body UEFA.

But it’s also a huge win for Spain as it’s the first time in 61 years that a Spanish footballer – male or female – is crowned the world’s best footballer of the year, and only the second time in history a Spaniard wins the Ballon d’Or. 

Former Spanish midfielder Luis Suárez (not the ex Liverpool and Barça player now at Atlético) was the only Spanish-born footballer to win the award in 1960 while at Inter Milan. Argentinian-born Alfredo Di Stefano, the Real Madrid star who took up Spanish citizenship, also won it in 1959.

Who is Alexia Putellas?

Alexia Putellas grew up dreaming of playing for Barcelona and after clinching the treble of league, cup and Champions League last season, her status as a women’s footballing icon was underlined as she claimed the Ballon d’Or on Monday.

Unlike the men’s side, Barca’s women swept the board last term with the 27-year-old, who wears “Alexia” on the back of her shirt, at the forefront, months before Lionel Messi’s emotional departure.

Attacker Putellas, who turns 28 in February, spent her childhood less than an hour’s car journey from the Camp Nou and she made her first trip to the ground from her hometown of Mollet del Valles, for the Barcelona derby on January 6, 2000.

Barcelona's Spanish midfielder Alexia Putellas (R) vies with VfL Wolfsburg's German defender Kathrin Hendrich
Putellas plays as a striker for Barça and Spain. GABRIEL BOUYS / POOL / AFP

Exactly 21 years later she became the first woman in the modern era to score in the stadium, against Espanyol. Her name was engraved in the club’s history from that day forward, but her story started much earlier.

She started playing the sport in school, against boys.

“My mum had enough of me coming home with bruises on my legs, so she signed me up at a club so that I stopped playing during break-time,” Putellas said last year.

So, with her parent’s insistence, she joined Sabadell before being signed by Barca’s academy.

“That’s where things got serious… But you couldn’t envisage, with all one’s power, to make a living from football,” she said.

After less than a year with “her” outfit, she moved across town to Espanyol and made her first-team debut in 2010 before losing to Barca in the final of the Copa de la Reina.

She then headed south for a season at Valencia-based club Levante before returning “home” in July 2012, signing for Barcelona just two months after her father’s death.

In her first term there she helped Barca win the league and cup double, winning the award for player of the match in the final of the latter competition.

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