Intel has spent a reported £15million on a four and a half year deal to sponsor the INSIDE of the Barcelona football kit!
At first glance, you'd be forgiven for thinking that they've been hitting the mulled wine a bit too hard, but there is a really clever angle to this - promoting the 'Intel Inside' brand message through the propensity of Spanish footballers to put shirts over their heads when celebrating.
They are under no contractual obligation to lift their shirts or show the logo. This is Intel's first venture into football sponsorship and as part of the deal they will also provide technology to players and coaching staff.
We wait to see if it will be money well spent! #PurePoint
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