SHANGHAI — FC Barcelona, or Barça, has tapped WE Red Bridge to lead the football club’s communications in China, where the sport’s popularity is on the rise.

The agency, which was selected in a competitive pitch, is charged with strengthening the club’s connection with its growing fanbase in China. Also part of the remit is spotlighting the “More Than a Club” positioning that surrounds community involvement and values, including social change and education.

In addition to developing Barça’s communications strategy in China, WE Red Bridge will handle media relations and influencer marketing. The firm has created an integrated team that combines staff and expertise from insights, consumer, creative, digital and corporate PR. The account will be led out of Shanghai.

WE Red Bridge’s appointment follows last year’s opening of the Barça Experience and Barça Academy Pro in the Chinese city Haikou.

The Barça Experience is the largest Barça-themed attraction outside of Spain, featuring an interactive museum and megastore. Barça Academy Pro is one of two club-managed training centres in the world teaching the club’s football philosophy and values. The club also operates Barça Academy schools in China that have attracted roughly 1,200 students since 2017.