BRI taps FC Barcelona partnership to deepen fan-led banking engagement in Indonesia

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Bank Rakyat Indonesia (BRI) has entered a commercial partnership with FC Barcelona, positioning the Indonesian lender at the intersection of banking, fandom and brand-led engagement. Under the agreement, BRI becomes FC Barcelona’s official commercial banking partner in Indonesia until 31 December 2027.

The two-season partnership centres on a co-branded debit card and the use of FC Barcelona branding assets, including men’s first team players, as part of a broader suite of marketing and customer engagement initiatives. These efforts will be rolled out through a combination of online and offline campaigns, designed to offer Indonesian customers exclusive access to Barça-related experiences.

Planned activations include opportunities to travel to Barcelona, match-day experiences at the new Spotify Camp Nou, visits to the Barça Immersive Museum, special discounts for Culers Premium Membership, and other exclusive offers tailored to BRI customers.

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The collaboration taps into one of the largest football fan bases in the region. According to Global Web Index, Indonesia is home to 29 million FC Barcelona fans, contributing to a total of 243 million supporters across the Asia Pacific region. For the Club, the partnership is expected to strengthen its local market presence beyond the sporting arena, while for BRI, it offers a platform to connect emotionally with customers through shared passion and identity.

“It is a pleasure to welcome BRI as a new partner of FC Barcelona. Asia Pacific is a strategic region for the Club, where we have a broad global fan base with whom we continuously seek to generate synergies and strengthen our connection. Through some of its products, this partnership will continue to promote the FC Barcelona brand worldwide and connect in a relevant way with new audiences in the country,” said Manel del Río, managing director of FC Barcelona.

From BRI’s perspective, the partnership aligns with its broader ambition to build relevance among digitally engaged consumers while reinforcing its brand through aspirational associations.

“FC Barcelona has a massive fan base in Indonesia, which BRI sees as a potential to build stronger relationships with our customers. Through this collaboration with FC Barcelona, we aim to inspire the public to carry the spirit of champions in every financial step they take. Moving forward, BRI will continue to build strategic partnerships aligned with the preferences and aspirations of the community,” said Aquarius Rudianto, BRI’s director of network and retail funding.

Founded in 1895, BRI is one of Indonesia’s largest and longest-standing financial institutions, with a strong focus on community empowerment and the MSME sector. While deeply rooted in domestic banking, the bank has expanded its international footprint with offices in cities including New York, Hong Kong, Singapore and Timor Leste.

In recent years, BRI has pushed beyond traditional banking through digital transformation, inclusive financial ecosystem development and sustainability initiatives under its BRI Peduli programme. The FC Barcelona partnership underscores how legacy institutions are increasingly using global sports properties to drive brand affinity, digital engagement and long-term customer relationships in highly competitive markets.

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