Staying true to brand’s long lasting tagline, Intel has found a clever way to show off its partnership with FC Barcelona by putting their logo inside of the jersey, a first ever for the football team. The new jerseys premiered earlier last week in Barcelona, Spain sported by players Carles Puyol and Gerard Pique alongside with Sandro Rosell, FC Barcelona club president and Deborah Conrad, Intel chief marketing officer.

The premise of this cooperation from Intel’s perspective is to enable the popular Barça to become one of the most technologically advanced teams ever through initiatives such as providing players and coaches with the latest Intel-based 2-in-1 devices and working on improving research, training and performance of the team. Along with this, Intel also plans to improve fan experience at Camp Nou with the brand’s latest technology.

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According to Intel’s vp of sponsorship, David Haroldsen, this sponsorship authentically delivers the story of Intel, even though he concluded that the idea might seem bizarre and strange because the logo is not visible at all times: “We believed we would have more value with the symbolic placement with occasional pop-up moments within the game.”

For this occasion, Intel has also created a video titled “Look Inside FC Barcelona” showing that’s inside what it matters the most: