It isn't a coincidence that FC Barcelona are visiting the United States for third consecutive summer. To increase the 'Barca brand' across the world, the US is a crucial market they must conquer.
Aside from the financial benefit of these trips, which hasn't been revealed by the club, Barca are looking to create new commercial partnerships which will increase the €990m income they generated last season.
One of the key members in these expansions is Juliano Belletti, who is now a Barca ambassador. He's been involved in various clinics and academies the club has set up in Orlando, Columbus and Chicago. The aim is to continue that progression across the country.
The North American market is one of the most important in the world and, according to sources close to the club, they still feel there's a lot more which can be done to take advantage of that. These tours allow Barça to increase the amount of supporters they have as well as highlighting the brand to a new set of people.
In the summer of 2017, the team played three matches in the US: New York, Washington and Miami. The last of those was actually an 'El Clasico' in a market which has a huge Latino following.
Last summer Barça played in Los Angeles, Dallas and San Francisco. With the Super Cup format changing this year and being played in January, Barça have time for a quick visit to Florida and Michigan.
Since 2016, Barça have had a permanent office in New York to aid supporters in North America. It also increaes the visibility of the club in one of the world's largest markets. That office can be located on 250 Park Avenue and shares its building with the NFL and MLB.