Computing giant Intel today announced a novel shirt sponsorship with Barcelona: Instead of plastering the chip-maker’s name on the front of their shirts, Intel’s logo is on the inside.
The intention is that Barcelona’s players will reveal the logo during their goal celebrations, and thus pay homage to Intel’s long running advertising campaign as well. (The fact that the players will be carded for taking off their tops? An afterthought, apparently.)
If this sounds goofy, keep in mind that Barcelona are not the first team to put a logo inside a shirt. Spanish side Getafe had Burger King’s “king” on the inside of their shirts in 2009.
Terms of the deal were not disclosed by the club, but media reports said Intel had paid in the neighborhood of $21m for the deal.