Wednesday. 21.08.2019 |
Wednesday. 21.08.2019

THE DIFFERENCE BETWEEN LA MASIA AND THE ACADEMY

Barça Academy as a strategy of branding

La Masia is expected to be the main source of footballers
La Masia is expected to be the main source of footballers

Barcelona's schools around the world depends on the marketing area while the ones in Catalonia depends on the sports area

We have to differentiate between the schools that Barça have around the world (they depend on the marketing area) and the schools that are in Catalonia (they depend on the sports area). This last category is based on the idea that they have to get out valid guys for the lower categories of the club. "There is a connection and a very close link with the school of FC Barcelona because it would be absurd not to have it. The main reason is because there are a number of children with a good level who can aspire to play at Barça and we want to always have the school under control. Every year we have incorporated a child, "says Jordi Roura, who is responsible from some of the youth categories.

Regarding international schools, the club has other interests and other concerns to develop the Barça Academy. Before, all the Barça’s schools were called FCBEscola but from the marketing department, for Guillem Graell - director of brand- the 'naming' was changed to Barça Academy to reinforce the concept: Barça. Now, just the school that Barça have in Barcelona is called FCBEscola.

There is a shared purpose that the FCBEscola becomes the model of a football school that works through the concept of the integral formation of its students. With that premise, the club globally extrapolates a modus operandi that allows it to extend the Barça brand, and thus transmit the philosophy and values ​​of the club around the world through the Barça Academy. The director of sports management and former director of schools, Franc Carbó, explains that "for me it is a very important project in terms of brand. They are small embassies all over the world. Any program, is always directed by our people. We have more than 35 schools with technical directors, with an intern selection process. Values, way of working, methodology, image, you want to be faithful to what is in Barça. It would divide the school of Barcelona, ​​a purely sporting objective. The idea is to get more and more players out. If we look outside, it's a brand objective. We bring you Barça around the world. What the schools invoice is symbolic, it is a tool of brand, of transmitting values, of having more fans. If you are from Barça as a child, you are all your life".

Barça Academy as a strategy of branding
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