New Barcelona sponsor logo on inside of jersey

Barcelona has signed a sponsorship deal with Intel, whose logo

may never be seen despite being on the jerseys of the Spanish

league champions.

The four-year deal with the American semiconductor chip maker is

worth a reported $34 million.

The phrase ”Intel Inside” will be placed on the inside front

of the jersey, meaning it may be seen only when a player lifts his

shirt over his head in celebration. The Catalan club calls this a

”pioneering initiative in the world of sports advertising.”

Barcelona says that as part of the deal Intel will provide

Barcelona players and coaches with company devices. The

multinational company also will apply its technology in an effort

to improve research, training and performance.