Saturday December 9, 2023

How to Boost a Club’s Brand? Start Young.

Copy Link
Link Copied
Link Copied

FC Barcelona is making waves with FCBEscola.

Photo via @FCBarcelona

Summer is generally the time of the year when European soccer organizations slow down. With the Champions League, country titles and regular season play behind them, clubs can take some time to reset, train, build up their rosters and play occasional summer friendlies.

FC Barcelona, though, has a different agenda for the summer: expansion.

Coming off a series of announcements this spring, be on the look out for an increase in the club’s presence in the United States. The biggest thing to keep an eye on? FCBEscola.

FCBEscola is Barcelona’s signature youth soccer school. Its purpose is to give students an integral education in the sport while developing the club’s values and promoting its emphasis on hard work. The initiative also expands to the Barcelona brand globally.

Its current push is in the Americas.

Last month, Barcelona announced plans to open a new school in San Diego, the sixth FCBEscola in the States and first on the West Coast.

Soon after, the club announced plans for its first fully-owned and operated FC Barcelona youth soccer academy in New York.

In both of these endeavors, Barcelona is ensuring that its ‘Mes Que Un Club’ (‘More Than a Club’) mantra is being fulfilled by partnering with charitable organizations and local communities.

These partnerships give back to nonprofits throughout the United States and ensure that children coming from all income levels are able to participate.

The importance of social responsibility is not the only value that FC Barcelona is looking to instill on communities as it expands into the U.S. Marcel Lizano, local project director for FCBEscola Austin, commented on his hopes for the project.

“We want FCBEscola Austin to mirror the FCBEscola Barcelona, teaching with the same methodology and underpinned by the same values of respect, humility, effort, ambition and teamwork, with a proven success.”

Barcelona’s youth academy in Spain has developed players like Lionel Messi, Andrés Iniesta and Gerard Pique by instilling these same values. Now, it has the chance to cultivate the next generation of stars by looking for talent in the U.S., a country whose soccer culture has been lackluster and generally ignored.

Development of the younger generation is essential to the growth of soccer in the U.S. and Barcelona understands that. More than that, though, the club understands that developing an affiliation with a brand starts early, sometimes even in childhood, and they are capitalizing on that opportunity.

Two kids smile before a day at an FCBEscola camp in Charlotte (photo via @FCBEscola)

Current FCBEscola schools exist in Florida and Charlotte with additional schools set to open in Austin, Chicago and Virginia later this year.

The recent additions make the United States the country with the biggest presence in the project, which has a presence of 27 active FCBEscolas and more than more than 170 additional campuses and clinics in more than 40 countries, for the first time, starting in September 2017.

While the development of FCBEscola schools is a huge component of Barcelona’s expansion into the Americas its not the only one. The club also announced this spring that it will be the first European club to have a team in North America’s professional women’s league. The club will participate in the National Women’s Soccer League (NWSL) starting in 2018, a huge boost in exposure for the league in the U.S.

The growing presence and increase in talent with Major League Soccer teams coupled with a strong run of recent World Cups and push of international team presence in the U.S. is creating the perfect storm for soccer to become a majorly relevant sport for the next generation. FCBEscola’s schools and academies are taking this assurance one step further.

Children are the future of our country. Their activities, interests and passions will shape the direction of the next generation of sport. Finding ways to engage with them early and instill the values of soccer in them will ensure the growth of the sport in our country.

Front Office Sports is a leading multi-platform publication and industry resource that covers the intersection of business and sports.

Want to learn more, or have a story featured about you or your organization? Contact us today.

If you liked this, click the???? below so other people will see this here on Medium.

Copy Link
Link Copied
Link Copied

What to Read

Inter Miami CF forward Lionel Messi looks on before taking a free-kick against New York City during the second half at DRV PNK Stadium.

Inter Miami Already Sold Out 2024 Season Tickets

Miami saw a 1,215% surge in demand even after prices almost doubled.
Everton goalkeeper Jordan Pickford passes during the first half against the Everton.

Everton’s Financial Violations Result in Unprecedented Punishment

The Premier League has docked Everton 10 points for PSR violations.
Inter Miami CF forward Lionel Messi smiles as he walks on the field against the New York Red Bulls during the second half at Red Bull Arena.

The Results of Messi Mania Are In

A million people per match tuned in for Messi and Inter Miami.
New Jersey/New York Gotham FC defender Ali Krieger hoists the trophy with her teammates after defeating the OL Reign in the NWSL Championship at Snapdragon Stadium.

NWSL Championship Sees Strong Viewership Despite Minor Dip

The title game saw an almost 100,000-viewer decrease year-over-year.
podcast thumbnail mobile
Front Office Sports Today

Golf World in Chaos After Jon Rahm Joins LIV


Featured Today

The College Football Playoff is considering rotating TV networks for the national championship game.

CFP Considers Super Bowl-Like Rotation For National Championship Game

Multiple networks could share rights to the championship game, sources told FOS.
Brett Favre
November 27, 2023

Favre Welfare Case Hold-Up? “AG’s Office Has Not Expressed Interest In Pursuing”

The DOJ interviewed Brett Favre in early 2020.
The future of the Pac-12 rests on a court decision.
November 24, 2023

The Pac-12 Plays Its Final Regular-Season Game. Then A Court Decides Its Fate.

The conference’s future rests with a court decision.
Lane Kiffin
November 9, 2023

Ole Miss, Lane Kiffin Lawyers Argue for Dismissal of Player Lawsuit

FOS obtained audio of Lane Kiffin’s interaction with the player behind lawsuit.


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Multiple Locations
Multiple Locations
Creative Artists Agency
Multiple Locations
Drew Brees smiling while wearing hat

Drew Brees, PointsBet Pull Off Elaborate Lightning Publicity Stunt

The video racked up over 2 million views in about 12 hours.
al michaels and kirk hergstreit
September 15, 2022

Amazon’s Advertising Blitz Ahead Of First ‘Thursday Night Football’

‘Thursday Night Football’ has launched massive marketing takeover ahead of Chiefs-Chargers.
September 16, 2022

NBA Legend Scottie Pippen Latest Celebrity To Endorse LIV Golf

The former Chicago Bull is part of LIV’s celebrity marketing campaign.

NHL’s Chris Foster on Amplifying Content Distribution With Automation

Learn how the NHL is using WSC Sports to increase fan engagement.
June 21, 2022

NBA Finals Broke Records on Social Media

The NBA closed out the season with a bang on social media, eclipsing 2 billion video plays for a 19% increase over last year.
June 21, 2022

Gallo Winery Could Be New Player For Super Bowl Spots

Anheuser-Busch is giving up Super Bowl alcohol exclusivity for first in decades. NFL sponsor E. & J. Gallo Winery might step up with own commercials in the Big Game.
June 13, 2022

NBA’s Latest Floating Court Hits London’s River Thames

Hennessy continued their global initiative with the NBA by creating a floating court in the River Thames.
June 13, 2022

Steph Curry Is NBA’s Social Media King

Steph Curry isn’t only dominating on the court, he’s become the king of the NBA’s social and digital push.