P&C Global Practices: Corporate Performance, Data Science, Strategy & Innovation
Leveraging Sports Partnerships to Expand Brand Influence
P&C Global partnered with a leading global home appliance manufacturer to position the brand as a household name in premium kitchen technology by securing an exclusive sponsorship with FC Barcelona.
High-profile sponsorships can drive substantial gains in awareness, brand consideration, and sales when strategically executed. This collaboration elevated the brand’s global presence by aligning with one of the world’s most iconic football clubs, reinforcing its commitment to nutrition, performance, and innovation.
Through this partnership, P&C Global helped the client develop the award-winning “Pros Behind the Pros” campaign, showcasing how high-performance kitchen appliances fuel elite athletes. This initiative successfully expanded the brand’s identity from a home appliance manufacturer to an enabler of healthy living and professional-level nutrition.
Brand Awareness and Market Opportunity
While the client had a strong presence in the premium home appliance sector, its brand awareness remained primarily product-driven rather than lifestyle-focused. To compete on a global scale, the company needed to build a deeper emotional connection with consumers and position itself as an enabler of professional nutrition and healthy living.
The key challenges included:
- Breaking through a crowded marketplace—differentiating from competitors who focused purely on product features rather than lifestyle impact.
- Maximizing sponsorship ROI—ensuring the FC Barcelona partnership went beyond traditional logo placements to deliver meaningful consumer engagement.
- Translating brand association into tangible business growth—leveraging the sponsorship to drive awareness, trust, and ultimately, product sales.
To successfully capitalize on the sponsorship, the client needed a purpose-driven marketing strategy that reinforced its role in fueling performance, promoting healthy living, and inspiring consumer trust.
Strategic Approach
P&C Global’s Corporate Performance and Strategy & Innovation practices led the client through a multi-layered brand transformation strategy, ensuring that the FC Barcelona sponsorship:
- Drove Global Brand Awareness – Leveraging the club’s 400+ million global followers to position the brand as a leader in home and professional kitchen innovation.
- Reinforced Healthy Lifestyles & Performance Nutrition – Highlighting how kitchen appliances enable optimal nutrition for elite athletes, strengthening credibility among health-conscious consumers.
- Engaged Consumers Through Purpose-Driven Storytelling – Showcasing how food preparation, cooking precision, and nutrition contribute to elite sports performance.
- Maximized Sponsorship ROI Through Digital & Retail Activations – Extending visibility beyond stadium branding into multi-platform marketing campaigns and experiential consumer engagement.
This strategic approach ensured that the partnership transcended traditional sponsorships, building long-term brand equity and deeper consumer loyalty.
Campaign Development & Execution
P&C Global designed a comprehensive, high-impact brand activation campaign that maximized the FC Barcelona partnership:
“Pros Behind the Pros” Campaign
To authentically integrate the sponsorship into consumer engagement, P&C Global developed the “Pros Behind the Pros” campaign, which:
- Featured FC Barcelona’s elite nutritionists and chefs using the brand’s appliances to prepare meals for players.
- Positioned kitchen technology as a key enabler of high-performance training and recovery nutrition.
- Showcased real-life product applications to emphasize the importance of reliability, precision, and efficiency in elite meal preparation.
The campaign extended beyond traditional sponsorships by educating consumers on the role of high-quality appliances in professional nutrition, driving higher engagement and emotional connection with the brand.
Global Brand Visibility & Consumer Engagement
To amplify reach, P&C Global executed a multi-channel marketing strategy that included:
- Stadium & Jersey Branding – Featuring the brand’s logo on FC Barcelona training kits, ensuring consistent brand visibility during televised training sessions.
- Digital & Social Media Activations – The campaign reached audiences in 167 countries, engaging millions of consumers across social platforms.
- Retail & In-Store Experiences – Showcasing the campaign through point-of-sale materials, in-store digital content, and exclusive product promotions.
By integrating on-the-field exposure with digital, retail, and experiential engagement, P&C Global ensured that the sponsorship delivered maximum return on investment.
Impact & Results
The FC Barcelona sponsorship and “Pros Behind the Pros” campaign delivered measurable success, positioning the client as a trusted leader in kitchen innovation and nutrition:
- Brand Awareness Growth Across 167 Countries – The sponsorship expanded the brand’s reach to hundreds of millions of consumers, reinforcing its position as a global market leader.
- Industry Recognition for Marketing & Brand Activation – The campaign won the Football Business Award for Best Brand Activation, demonstrating excellence in strategic sponsorship execution.
- Enhanced Consumer Trust & Market Positioning – Aligning with elite athlete nutrition programs strengthened the brand’s credibility in the healthy living space.
- Retail & Sales Growth – The campaign drove significant sales increases in kitchen appliance categories, particularly in markets with strong football fan engagement.
This success validated sports sponsorships as a high-impact strategy for consumer engagement, sales growth, and long-term brand building.
Shaping the Future of Strategic Brand Partnerships
The success of the FC Barcelona sponsorship highlights the power of purpose-driven marketing and brand partnerships. Future sports sponsorship trends will focus on:
- AI-Powered Personalization in Sports Marketing – Using AI to customize sponsorship engagement based on consumer preferences and digital behavior.
- Deeper Integration with Athlete Nutrition & Performance Science – Expanding collaborations with sports scientists and dietitians to develop co-branded nutrition programs.
- Interactive & Immersive Digital Experiences – Enhancing consumer engagement through augmented reality (AR), virtual stadium experiences, and AI-driven sponsorship activations.
P&C Global’s Strategy & Innovation practice continues to lead brands in forging high-impact sponsorships that drive long-term brand value and consumer engagement.
Partner with P&C Global to Build a Winning Brand Strategy
Strategic sponsorships are more than just brand visibility—they are opportunities to create deeper consumer connections and drive measurable growth. P&C Global helps brands identify, negotiate, and activate high-impact partnerships that align with their brand vision. Explore our expertise in Corporate Performance. Connect with our experts today.
