Barcelona — One of the world’s most storied football clubs is attempting to reassure supporters after a sponsorship deal with an obscure crypto firm triggered widespread concern across the fan base.
Weeks after FC Barcelona announced a three-year partnership with Zero Knowledge Proof (ZKP), a little-known digital asset company, the sponsor revealed a cryptocurrency linked to its brand. The move ignited fears that Barcelona’s global following could interpret the partnership as an endorsement — or worse, an invitation — to invest.
In a carefully worded statement published on its website, the club sought to distance itself from the new token and the technology underpinning it.
“The club has no responsibility for, or involvement in, the issuance or management of this token,” Barcelona said. “Nor does it use the associated technology.”
The clarification marks a notable retreat for a club eager to stabilise its finances after years of high-profile debt and financial turbulence. While football teams have grown increasingly comfortable partnering with unconventional sponsors — Arsenal added Persil as its “fabric care partner” and Manchester City embraced Kellogg’s as its “breakfast cereal partner” in 2023 — crypto sponsorships remain fraught territory.
A Partner Shrouded in Anonymity
Little concrete information exists about ZKP. The company, which earlier this month signed a similar deal with Australia’s Dolphins rugby league team, describes itself as the work of a “pseudonymous collective” spread across multiple jurisdictions. It does not identify its founders or operators, a level of opacity that has raised eyebrows among analysts.
According to Financial Times reporting, a prior version of ZKP’s terms of service listed an office address in Apia, the capital of Samoa — a detail later removed.
Even the firm’s name invites confusion. “Zero-knowledge proof” is a well-established cryptographic method designed to enhance privacy in blockchain systems. Whether the company’s products meaningfully use the technology remains unclear.
Experts Warn of ‘Substantial Risk’ to Fans
Crypto specialists say the Barcelona deal may unintentionally lend an air of legitimacy to an enterprise shrouded in mystery.
“The Barcelona brand gives enormous visibility to crypto firms like ZKP,” said Carol Alexander, a professor at the University of Sussex. “But there is substantial risk for supporters who buy the tokens. Sponsorship creates an aura of credibility, even when the underlying project is opaque.”
Fans, she added, should be “very cautious” before purchasing any digital token.
“Before buying, they should ask who controls it, where the documentation is, and what recourse they have if it fails. With ZKP, none of those answers are clear.”
A Club Under Financial Pressure
Barcelona has spent the past several years navigating what financial analysts describe as a precarious fiscal environment.
“Recent years have been perilous,” said Kieran Maguire, a football finance expert. “The club appears to have adopted a strategy of ‘bank the money first, ask questions later.’”
Partnerships with crypto firms, he said, help those firms “seek legitimacy and normalisation” from investors who might otherwise be hesitant.
Political Undercurrents and Public Questions
The controversy has spilled into internal club politics.
Xavier Vilajoana, a former Barcelona youth player and reported presidential hopeful, publicly urged the club to clarify how the agreement with ZKP was approved. He noted that ZKP follows just three accounts on X — one belonging to Andrew Tate, the self-described misogynist and influencer whose views have drawn international criticism.
The club has not responded to requests for comment from the BBC.
For now, Barcelona’s statement appears designed to draw a line between the team and its sponsor’s more speculative ventures. Whether that will satisfy wary supporters — or quiet growing criticism — remains to be seen.
