Governance, Sports Marketing | Feb 19, 2016

Laurent Colette, FC Barcelona

Marketing 'Més que un club'

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Laurent has overseen major brand development at FC Barcelona during one the most successful spells of the club’s history. He is at the forefront of Barcelona’s ongoing efforts to position itself in expanding global markets in Asia, North America and beyond. Laurent’s work has seen the consolidation of existing partnerships with brands including Nike, Audi, La Caixa and Damm as well as the establishment of new strategic partnerships with such organisations as Qatar Airways, Panasonic and Intel. He organises the club’s summer tours and masterminded the creation of FC Barcelona’s digital business through licenses or specific apps that enable the club to reach its fans. Laurent is now fulfilling his role as Chief Marketing Officer at Italian giants AS Roma.

In this exclusive interview, Laurent reveals:

  • FC Barcelona’s marketing strategy
  • Marketing channels being utilised
  • Being relevent to a audience that is 97% outside of Spain
  • Target audiences
  • Getting the attention of fans

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