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FC Barcelona - Digital Membership
Project type
Digital Membership
Client
Pulselive / FC Barcelona
Launched
April 2020
In a competitive sports industry, Sony’s FC Barcelona team recognised the need to evolve into a global entertainment brand. This shift focuses on creating premium sports content and adapting to changing consumer preferences, where the club competes with major corporations, media services, and video games.
To support this vision, we developed the 'Culers' digital membership program, uniting passionate FC Barcelona fans. It strengthens emotional ties and provides exclusive access to captivating digital content. In 2020, we introduced a 'premium' membership, expanding on the former 'Barca Fans Program.' This tier offers exclusive games, competitions, premium content, and participation in the 'Culers Wall' community.
A key focus for 2020 is driving membership sign-ups and premium conversions, aligning with our goal of increasing fan engagement. Through my leadership, I played a pivotal role in transforming FC Barcelona into a multifaceted entertainment brand, deepening global fan connections and enhancing the club’s reach in the evolving sports and entertainment landscape.
