
FC Barcelona Partnership:
Global Brand Activation
& Content Strategy
Global Brand Activation
& Content Strategy
Led creative direction and comprehensive project management for Rakuten's €260M, strategic partnership with FC Barcelona.
This involved conceptualizing and executing a wide array of global brand activations, fan engagement initiatives (e.g., "The Big Picture," "Most Likely To" content series, Rakuten Cup), and content production (e.g., "Matchday" documentary, "The Fans" documentary).
This involved conceptualizing and executing a wide array of global brand activations, fan engagement initiatives (e.g., "The Big Picture," "Most Likely To" content series, Rakuten Cup), and content production (e.g., "Matchday" documentary, "The Fans" documentary).



My Role & Contributions:
I led the creative vision and managed the execution of numerous high-impact initiatives throughout the partnership:
I led the creative vision and managed the execution of numerous high-impact initiatives throughout the partnership:
Strategic Partnership Activation:
I guided the development and implementation of a wide range of global activations. This included everything from unique branding on match-day jerseys to large-scale fan events like the record-breaking "human soccer jersey" in New York and the "Rakuten Cup" mini-tournament in Japan featuring FC Barcelona and Vissel Kobe.
I guided the development and implementation of a wide range of global activations. This included everything from unique branding on match-day jerseys to large-scale fan events like the record-breaking "human soccer jersey" in New York and the "Rakuten Cup" mini-tournament in Japan featuring FC Barcelona and Vissel Kobe.
Innovative Fan Engagement Initiatives:
I spearheaded creative campaigns designed to bring fans closer to the club. Key examples include:
I spearheaded creative campaigns designed to bring fans closer to the club. Key examples include:
"The Big Picture": A fan-generated photo mosaic displayed on Camp Nou's façade, allowing thousands of global fans to be "present" at the stadium, especially during pandemic restrictions.
This was relaunched due to its success.
This was relaunched due to its success.
"Most Likely To" Content Series:
Developed engaging digital content where FC Barcelona players used Rakuten services, driving entertainment and product integration.
Developed engaging digital content where FC Barcelona players used Rakuten services, driving entertainment and product integration.

Key Achievements & Impact:
Massive Brand Awareness:
Increased Rakuten's brand awareness among Barça fans
in Europe from 32% to 84%.
Increased Rakuten's brand awareness among Barça fans
in Europe from 32% to 84%.
Significant Audience Growth:
Grew social media followers by 2.4 million and generated
over 4 million views for branded content.
Grew social media followers by 2.4 million and generated
over 4 million views for branded content.
Deepened Fan Engagement:
Created unique, memorable experiences that fostered strong emotional connections between fans, the club, and Rakuten.
Created unique, memorable experiences that fostered strong emotional connections between fans, the club, and Rakuten.
This project showcases my ability to lead complex, multi-million dollar global partnerships, translate strategic objectives into impactful creative activations, and manage cross-functional teams to deliver measurable results in brand visibility, engagement, and business growth.