FC Barcelona is further expanding its global lifestyle footprint with the appointment of IMG as the Club’s master licensee in Southeast Asia, which will see the development of a consumer products programme that will bring Barça ever closer to its millions of fans in the region.
Part of the Club’s wider merchandising strategy and evolution from sports club to lifestyle brand, the three-year deal will focus on the creation of merchandise across several categories, including lifestyle and fashion apparel, accessories, luggage and bags, gifts and novelty, houseware and textiles and digital and tech products.
In 2018, the Club recovered the use of its merchandising and retail rights, which until then were handled by FCB-Merchandising, a company 100% owned by Nike. Since then, FC Barcelona has directly managed all internationally licensed official products through Barça Licensing & Merchandising (BLM). BLM are continuously exploring local markets and establishing relationships with market leaders like IMG to expand FC Barcelona’s presence across the globe and provide a comprehensive 360-degree merchandising experience for Culers on every continent.