Barcelona change strategy to get even closer to fans in Asia

Barcelona are moving away from the traditional fan segmentation model to a model disregarding the target audience’s background, Barcelona’s managing director in the Asia Pacific region, Jordi Camps, tells offthepitch.com.

According to him, the whole business model has changed in Asia to an increasingly direct approach with more central brand control.

"Today we are talking to our fans every day 24/7 through our own platforms," he says.

Barcelona have a massive presence in the region - amongst other things, 16 academies.