sportsbiz
FC Barcelona has extended
its official e-commerce platform for sale of products from Barça Store at Camp
Nou to the whole of Europe.
After the launch of the
service in Spain on 7th May, the club is now ‘opening’ its ecommerce at the
Barça Store at the Camp Nou to around thirty other countries across Europe.
This expands the market of
Barça fans who will now be able to purchase a wide range of Barça branded
products, together with a series of exclusive collections that were previously
only available at points of sale directly managed by the club.
The new online sales channel
is one of the key elements of Barça’s new integrated ecosystem of digital
products and services, launched as part of the club’s commitment to a paradigm
shift in its digital strategy.
This new strategy is
adopting a Fan-Centric approach, the idea being to take the club even closer to
all of its fans around the world,
Of the club’s 350 million
followers they currently have on social media, only 4 million a year get the
chance to visit the Camp Nou, the Barça Experience, the Museum and the Barça
Stores, while the vast majority will never visit the city of Barcelona at all.
In 2018, the club recovered
the use of its merchandising and retail rights, until then in the hands of
FCB-Merchandising, a company 100% owned by Nike. Since then, FC Barcelona has
taken on the direct management and operation of the business, creating the
company Barça Licensing & Merchandising (BLM) with the aim of being able to
directly control the more than 7,000 internationally licensed official products
to thereby consolidate its global expansion.
Credit:
fcbusiness.co.uk
Photo credit: Dreamstime.com
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