Helloooo, Rakuten. Adeu, Qatar Airways, see you on the marquee


That is the sound of cash registers ringing, as Rakuten has signed to be the new principal shirt sponsor for FC Barcelona, for a deal rumored to be worth EUR 220m over four years. For those keeping track, that is a lotta lotta Euros. For those keeping track of the neighbors, that is second only to the deal struck by Manchester United for its shirt front.

This is an impressive bit of business, given that La Liga is run by braying jackasses while the Premiership is run by grownups. It’s even more impressive when you consider that because the principal language of La Liga is Spanish, the traction that the Prem has in the lucrative U.S. market will never — as in EVER — be enjoyed by even the best and brightest Liga sides.


What is Rakuten? Simply put, the Japanese Amazon, a massive retailer with, as with Amazon, tentacles everywhere.

Even romantics such as I have to acknowledge that it’s impossible to play in the modern football sandbox with a pristine shirt front. Players such as Luis Suarez fetch prohibitive sums in the market that Barça has to visit to round off its core of home-grown talent.

Rakuten isn’t Qatar Airways, something that will console people who have complexities with the human rights record of Qatar, etc. For the hardcores like me, a sponsor is a sponsor when you don’t want anyone buying the front of the shirt. Rakuten, Qatar Airways, Eat At Joe’s … whatever.

“This agreement puts us at the forefront of sports club sponsorships, which has always been an objective for the current board of directors,” said Josep Bartomeu in a statement.

Still for sale are the training kit, and naming rights for the nou Nou. Given the significant sums that both of those desirable bits of real estate look to fetch, it’s difficult to imagine that Qatar won’t be back in the frame at some point.

But for now, welcome, Rakuten. Now go buy something.

By Kxevin

In my fantasy life, I’m a Barca-crazed contributor over at Barcelona Football Blog. In my real life, I’m a full-time journalist at the Chicago Tribune, based in Chicago, Illinois.


  1. That is serious coin! I don’t care who is on the front as long as it’s not Qatar. I’ll buy a replica again. Haven’t had updated one since 2008/09. Almost broke the other day bc I do like the kits this year, but just couldn’t do it. I’m sure I’ll find out Rakuten is using child labour to make products & fly mini drones to deliver them and then be forced to wait again, but hope not!

  2. http://www.bbc.co.uk/news/magazine-37924448

    Must read for everyone. BBC is doing a special series on being a black British footballer. This article relates a game played in 1979 and interviews with the players. Unbelievable how courageous the pioneers were. Similar to one of my heros Jackie Robinson. Sadly, in the country we follow most closely this behaviour is still acceptable in some quarters.

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