Liga BBVA: Intel breaks contract with FC Barcelona, Toshiba Medical Systems becomes a partner

The IT group Intel will end its sponsorship deal with FC Barcelona (Liga BBVA) at the end of the 2014-15 season. Intel had signed a five-season agreement (2013-14 to 2017-18) in December 2013 to display its logo inside the Barcelona shirt and to develop the fan experience at the Camp Nou, through the contribution of its technology.

The breaking of the partnership is apparently motivated by the fact that Nike no longer displays the Intel logo on the inside of the shirt for technical reasons. The company, whose advertising campaign "Inside" was based on this marketing innovation, had already reduced the amount it pays, from €5m to about €2.4m per season. According to several Spanish media outlets, Intel was also unhappy with the lack of visibility and activations for of its technology. The decision could be related to the launch of a tender for the project of connecting the Camp Nou with Wi-Fi in 2016, which would force Intel to compete with other companies.

Toshiba Medical Systems, the Japanese provider of medical imaging equipment, has become a partner of FC Barcelona for the…