By Andrew Warshaw
October 29 – In the first sponsorship arrangement of its kind, Barcelona have joined forces with Nokia India, a landmark breakthrough for a country traditionally more associated with cricket than football.
The long-term association is aimed at bringing bring Indian fans closer to football.
“While we already have deep relationship with cricket…we are now looking to tap into the next most popular sport – football – in India,” said D Shivakumar (pictured top, right), senior vice-president, Nokia IMEA (India Middle East and Africa).
“Unlike cricket which has been developed bottom up from the grassroots, I believe football will grow top to bottom.
“Football is gaining significant traction in India and the youth is following club football with a lot of enthusiasm.”
Under the agreement, Nokia will be the official mobile device for Barça in India.
“Asia is a very important region for us and we are confident that this association with Nokia India will create an excellent platform for the Indian youth to engage with us, and bring the club closer to its Indian fans,” said Barça chief executive Antoni Rossich (pictured top, left).
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