FC Barcelona and Heura Foods have signed a new sponsorship agreement whereby the food brand will become the new partner of the Barça Women’s team for the next three seasons.
The partnership, which runs until the end of the 2024-25 season, will see new plant-based food options offered at the Johan Cruyff Stadium. The Barcelona-headquartered group will also have a presence on the 6,000-capacity stadium’s LED displays during matches, along with hospitality and association rights with the women’s team.
The partners said their collaboration will “give a new impetus to women’s football”.
Juli Guiu, vice-president of marketing at FC Barcelona, said: “We are extremely proud to be able to start this shared project with Heura Foods, a brand that has demonstrated its innovative spirit and its desire to have a positive impact on its environment.
“And we at FC Barcelona are convinced of the power of sport when it comes to contribute to the creation of a better world, so, for this reason, we believe that, with this collaboration, we can implement activities that will help us move towards a more sustainable future.
“We would also like to thank Heura Foods for their trust and support in continuing to develop and consolidate women’s football, in what represents a new step towards equality in all areas of society.”
Products available from the start of the 2022-23 season include Menu Heura Chicken Sandwich and menu Heura Sausage.
The Heura Foods brand is present in more than 18,000 points of sale in more than 20 countries around the world.
Marc Coloma, chief executive and co-founder of Heura Foods, said: “Innovation, determination, and non-conformism are just some of the traits we admire about the FC Barcelona Women’s team, and why we wanted to partner with such an aspirational team of elite athletes, nutritionists and trainers. It will allow us to scale up our reach to inform and empower people around the world on the benefits that a plant-based diet can have on one’s health and the sustainability of our planet.”
In April 2022, FC Barcelona set a new record attendance for women’s football after 91,648 fans watched its Champions League semi-final match against Wolfsburg at the Camp Nou.