Alexia Putellas Revitalizes Barcelona’s Ambitions

Alexia Putellas, the star of Barcelona’s women’s team, is playing a pivotal role in revitalizing the club, both on and off the field. Ahead of Barcelona’s final game of 2024 against Atletico Madrid, the club’s board is set to vote on a new sponsorship deal with Nike, which President Joan Laporta described as 'the best contract in the club’s history.'

Despite no longer having Lionel Messi as Nike’s flagship ambassador at Barcelona, the Catalan club managed to secure the company’s approval for this landmark partnership. Interestingly, Nike’s decision was significantly influenced by its admiration for Barcelona’s women’s team, particularly stars like Alexia Putellas and Salma Paralluelo.

The new deal with Nike automatically restores Barcelona to the 1:1 financial rule, providing a crucial boost for finalizing contracts with players like Dani Olmo and Pau Victor.

Reports suggest Nike declined lucrative deals with Liverpool and the Portuguese national team, opting instead to focus on strategic partnerships with Barcelona Women’s team and the German national team. This move highlights the growing importance of women’s football in shaping global sports marketing strategies.