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FC Barcelona unveils Qatar Airways as new shirt sponsors
MUMBAI: Spanish football club FC Barcelona has further strengthened its Qatar connection by signing a strategic sponsorship deal with Qatar Airways that sees the airline‘s brand name appear on first team shirts from the start of the 2013/14 season.
The three-year agreement with the runaway Spanish league leaders will be effective from 1 July. The airline brand will become the club‘s Global Main Partner, signaling the first time the airline has engaged in a sponsorship with a major soccer club.
Qatar Airways will replace current shirt sponsors Qatar Foundation who will continue its relationship with FC Barcelona as Human Development Partner.
Qatar Airways Chief Executive Officer Akbar Al Baker said, “The alignment with Barca is a fitting match for both organisations, which will elevate the brands to a new platform on the global stage and sharing the same values – passionate about being the best at what we do in our respective fields.”
FC Barcelona, the reigning Copa del Rey – Spanish Cup – champions, is a club steeped in history dating back more than 100 years. Owned by the fans and by the people of Catalonia, the club is one of the richest in the world, home to world-class players, including the world‘s best player Lionel Messi.
Club president Sandro Rosell said, “From July 1, we will be able to work with global company Qatar Airways, with whom we share many things such as the search for excellence. This sponsorship deal will bring great advantages, not just for the Club, but also for our city and our country.”
As part of the agreement with Qatar Airways, the airline‘s name will adorn, from the start of the 2013/14 season, Barca first-team shirts at La Liga matches across Spain, Champions League matches across Europe, as well as friendly matches, including FC Barcelona‘s pre-season tours.
The airline will be working with FC Barcelona on creating joint initiatives, centering on added value flight and holiday packages for fans globally, as well as a host of community programmes involving loyal followers across the world ensuring both brands remain at the pinnacle of their respective fields.
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Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
