When you decide, after a history of 114 years, to do something that you did not do before, then it should be something unique.
I am talking about the historical partnership between the Blaugrana, FC Barcelona, and Qatar Foundation and then Qatar Airways.
The club that was founded in 1899 by a group of Catalan, English, and Swiss sports enthusiasts has never featured a commercial brand on its shirts throughout his entire history. That is one of the many symbols that made this sports club an icon of a unique blend of culture, geography, people resistance, wealth, and sports. Barcelona’s fans are known to be die-hard, conservative, and very sensitive to anything that comes near to their favorite team. So convincing them to have a non Catalan, a commercial brand on their shirts was an adventure of its own scale.
In my opinion, Barcelona had found a good match in Qatar Airways. It is, arguably, the most famous club in the world, joining efforts with the airlines always competing for the first spot in its industry. Many factors make the two brands look in harmony beside each other, they share many values and traditions; aiming to the top, national pride, unmatched loyalty, and simply being the best in their fields are only few examples.
The below video is what brought this whole deal under my attention; a brilliant video that reflects the partnership between the two giant brands. I find the idea of the video very unique, yet very representative.
It is Barcelona F.C. land, where everything, and everybody, is about the team. The players are the ones welcoming you at the airport, stamping your passport, decorating the streets, and who better than Messy to give dancing classes at the local gym. a fictitious land, but yet very real. An idea that touches the club’s fans very deep inside; they support a one team, they belong together. I can bet my next two months salaries on the fact that true fans of the club would leave everything behind and move to the new land if it ever exists!
Of course you would need a way of transportation to go to this wonderland, and who is better than the best airways in the word to take you there.
A very clear message, a very distinctive way to show it. Shared values and consistency are the two main themes of this partnership. A successful one indeed.
A team that unites the world.