WE Red Bridge and FC Barcelona partner to develop club's China comms strategy

Integrated communications agency WE Red Bridge has announced a partnership with Spanish football club, FC Barcelona. The announcement follows a competitive pitch process, with the agency taking responsibility for assisting the football club to develop a communications strategy in China, assisting with its media relations and influencer marketing. Led out of it’s Shanghai office, WE Red Bridge has created an integrated team to handle the account, combining talent in the fields of insights, consumer, creative, digital, and corporate PR. The agency already has experience overseeing the launch and expansion strategies of major clients in Greater China, including Aesop, Goodyear, iRobot, LaLiga, Lululemon, Port Adelaide Football Club, Scoot and TaylorMade. FC Barcelona has already attempted to make greater inroads in China and build a dedicated audience, as well as spread its “More Than a Club” branding. In November 2018 the club -  and joint venture partner Chinese Mission Hill Group - opened the Barça Experience and Barça Academy Pro in Haikou, China. The largest Barça-themed attraction outside of Spain, the Barça Experience features a 4,000m2 interactive museum and megastore. Barça Academy Pro is one of only two club-managed training centres owned by the club.