FC Barcelona and Africa: The Blind Spot of Corporate Communication

Abstract

This chapter explores the corporate communication strategies of FC Barcelona, with a specific focus on the continent of Africa. It first highlights the historical role played by Africa as a pool of talent for European football clubs, rooted in colonial histories. Over the past twenty years, while the number of African players in Europe has continued to rise, European football clubs have reduced their investment in the continent, also overlooking its potential as a viewership market. This contrasts with the interest in African sports manifested by countries such as China, India, Japan and, more recently, the USA, with the NBA supporting the creation of the first continental basketball championship. In line with other top football clubs, FC Barcelona prefer to direct their attention towards more remunerative markets in Asia and North America. Their relationship with the continent is limited to the participation in philanthropic initiatives promoted by their humanitarian partners, UNICEF and UNHCR.