Barcelona announce new €60m shirt sponsorship agreement

Barcelona have announced a new sponsorship agreement with technology brand Midea, to become a new shirt sponsor. The new deal will see the Chinese firm appear on the Barcelona shirt from the 2025/26 season onwards.

The Midea firm, which has 190,000 employees and generated nearly €50b in income last year, and ranks 246th in the Fortune Global 500.

“It will be an honour for FC Barcelona to incorporate Midea into the great Barca family starting in the 2026/27 season,” Vice-President Rafa Yuste, who presented the deal, told the club website.

“Their leadership in smart home solutions and their commitment to research and innovation align perfectly with the spirit of a FC Barcelona that’s looking to the future. This partnership demonstrates, once again, the power of the Barca brand as a magnet for companies from around the world who see FC Barcelona as the best platform for their projects.”

The agreement will run for five years from 2026 until 2031, and sees Midea appear on their shirt sleeve, in the spot where Ambilight currently features. The deal, as per MD, will be worth somewhere in the region of €12m per annum, reporting a total income of around €60m for the Blaugrana. Midea specialise in home electronics, and also sponsor Manchester City.

It represents the latest push for more income from sponsorship for the Blaugrana, who have recently renegotiated a deal with kit sponsor Nike, and in recent years took on Spotify as their new shirt sponsor. The deal follows on from a €40-44m deal signed with the Democratic Republic of Congo, who appear on the other sleeve from this season on, and also on their training kit. Barcelona have drawn criticism for engaging in business with DR Congo, due to their unhealthy human rights record, creating a dichotomy with the club’s supposed values, or branding.