BARCELONA, Spain (AP) — Barcelona has signed a sponsorship deal with Intel, whose logo may never be seen despite being on the jerseys of the Spanish league champions.
The four-year deal with the American semiconductor chip maker is worth a reported $34 million.
The phrase "Intel Inside" will be placed on the inside front of the jersey, meaning it may be seen only when a player lifts his shirt over his head in celebration. The Catalan club calls this a "pioneering initiative in the world of sports advertising."
Barcelona says that as part of the deal Intel will provide Barcelona players and coaches with company devices. The multinational company also will apply its technology in an effort to improve research, training and performance.