Barca sign lucrative shirt deal

Barcelona have signed a 165 million euro shirt sponsorship deal with the Qatari Foundation, breaking a long-held tradition.

The deal, widely regarded to be the richest in the football world, is the first time in their 111-year history that Barca will be paid to advertise on their shirt.

The reigning La Liga champions have displayed the UNICEF logo on their shirt since 2006, but the Catalan giant paid for the privilege of being associated with the international charity.

It is believed the UNICEF logo will retain pride of place on the kit, with marketing gurus commissioned to arrange a compromise between the new and existing interests.

The landmark departure from Barca’s long-held principle not to accept advertising adornment on the famous shirt comes in the wake of revelations about the level of debt the club holds – believed to be close to the 442 million euro mark.

The Qatari Foundation was established by Sheikh Hamad bin Khalifa Al-Thani in 1995 and is intended to foster ‘education, scientific research and community development in Qatar, the Middle East and beyond’.

The record deal coincides with the announcement that Qatar will host the FIFA 2022 World Cup, while Barca coach Pep Guardiola acted as a paid ambassador for the Qatari bid.

“We are talking about a non-commercial organisation, a charity from a country that wants to make itself known through education and sport – one that, as you know, will host the 2022 World Cup,” Barcelona vice-president Javier Faus said.

“With this agreement, Barca have become the undisputed brand leader in world football, far ahead of international rivals.”

The deal is worth more than double that its chief rival Real Madrid holds with online betting company Bwin.