Barca draw up wider strategy to conquer hearts and minds along with trophies.


FC Barcelona vice-president for marketing and media, Marc Ingla has thrown light on the deeper motives for the various tours being embarked on by the Blaugrana. Ingla has commented onm the media and relational values to be derived by the Catalan giants from the tour, as well the financial angle and the tour being used as a platform for re-postioning Barca as a global super power in International Soccer affairs. Ingla analysis thus :

This is all well planned. Asia is much more selective now about which club they want to attract and for us to go back is something that only Manchester United have been able to do. The trip to Asia represents different goals for the club. The tour gives the team a unique way to maintain contact with more than 100 million Barça fans on the continent, according to Sport Market. The need to have direct contact has born fruit as the number of supporters in China has gone up six-fold in the last three years and seven-fold in the same period in Japan. Also, the tour also continues to keep the club on the international stage as FC Barcelona continue to build support around the world. Nearly 77 per cent of the television audiences and approximately 50 per cent of the business merchandising is now abroad. In this sense, the tour of Asia will allow agreements to be finalised and the maintenance of international relations that the club already has with local companies for merchandising and sponsorship.

Speaking on the publicity and its relation to Barca fans and other watchers, the marketing vice-president said:

We are trying to move it a step further now. What we really consider now to be basic is television coverage of the games for the main channels in the region. That allows us to aim for massive audiences. Economically, the earning potential of Barça is an industry reference. Socially, the tour will allow the club to continue projecting its idea that it is more than a club.

The matches in China this summer will be shown on CCTV5, while Japanese channel, Wowow, will also screen Barça in action. The rights to the games have also been sold to a further 70 countries across the globe.

In addition to the games, the club intends to maintain relations at the highest level in the region. The two gala dinners that will take place are good examples as they will benefit good causes. The galas in Beijing and Hong Kong will also be screened on television throughout the region, boosting FC Barcelona's interactive side on a casual setting with the vast Asian public.