ABSTRACT
The main objective of this chapter is to analyse and evaluate the significance of the Asian market for FC Barcelona's current growth and future development as a global brand while also keeping its strong cultural significance in Catalonia. It has four major themes. To begin with, it traces the origins of the club's expansion into Eastern markets and the rationale underscoring this expansion. It then highlights the commercial outcomes, fandom, the positioning of FC Barcelona as a global brand in Asia, and how this is affecting its strong Catalonian roots. Next, in relation to the previous theme, it critically evaluates the sponsorship deal with the Qatar Foundation and its implications for the club's tradition and culture. Finally, some attention is given to the club's current context at the economic and socio-political level and the consequences this has for the future presence of FC Barcelona in the Asian market.
