FC Barcelona extends partnership with Korean company SK Lubricants

Spanish football club FC Barcelona has renewed its partnership with Korean lubricant company SK Lubricants as regional partner of the club for a further three seasons until 30 June 2024. The extension of the partnership agreement between the club and SK Lubricants has been made possible due to the close relationship forged and managed by the club’s Asia Pacific regional headquarters in Hong Kong over the past three years.

SK Lubricants will continue to develop FC Barcelona-themed co-branded products and will collaborate on a series of digital content focusing on high performance. The content will be distributed in local languages on Facebook, Weibo and WeChat, reflecting the club’s commitment to locally relevant content and SK Lubricant’s desire to leverage FC Barcelona’s leading social followership. The original deal with SK Lubricants, the club’s first South Korean partner, was inked in 2018, covering South Korea, China, Vietnam, Thailand and Russia, later expanding into a number countries in Asia and Europe including Armenia, Azerbaijan, Ukraine, Georgia, Estonia, Latvia and Lithuania.

The club said the alliance between the two brands is rooted in a shared drive for high performance and excellence, which has helped consolidate product of SK Lubricants SK ZIC’s position as the number one engine oil brand in South Korea and drive growth in other strategic markets, including China, Russia and Southeast Asia.

“We are proud to announce the renewal of the agreement between FC Barcelona and SK Lubricants today, as it not only underscores the success of this partnership over the past three seasons, but also reaffirms SK Lubricants’ firm commitment to Barça as the club enters a new era," said Juli Guiu, vice president, marketing area at FC Barcelona. 

Jaeyoung Jin, head of global business division of SK Lubricants, also said, “We are pleased to be extending our relationship with FC Barcelona, one of the best football clubs in the world. We have firm belief that this partnership will benefit SK ZIC brand strategy and activities in future. Through this partnership, we plan to promote SK ZIC brand globally with FC Barcelona brand and we expect to see improvements in brand awareness and favourability, especially in the countries under contract.”

FC Barcelona also worked with another Korean company before. It entered into a sponsorship deal with South Korean automobile and industrial batteries manufacturer Sebang Group covering Malaysia, Vietnam and South Korea. As part of the agreement, the South Korean company will be able to use the FC Barcelona crest and images of its players in the three countries.

Within the partnership, rights include the use of images and video associated with the club on Sebang products or for advertising purposes, alongside rights to virtual LED minutes and other promotional, merchandising and hospitality rights. Furthermore, the Sebang logo will be featured in the partners section of the FC Barcelona website and further rights to create co-branded content and a microsite with the club.

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