ABSTRACT
This chapter is rooted in the gradual transformation of FC Barcelona from the construction of the club's history and cultural identity being framed as ‘more than a club’ to evolving into one of a small elite group of global clubs in the twenty-first century. It explores the origin and framing of the ‘more than a club’ motto before critically evaluating its meaning for fans, stakeholders and the wider public. The chapter assesses how its longstanding commitments and links to the local Catalan identity make it more than a club at a domestic level, and it examines how, at an international level, the club operates as a sophisticated brand that understands and fulfils the needs of a demanding, hyper-digitalised fanbase.
