Brands &
Collaborations

When Lionel Messi broke Pelé's 46-year-old record of 643 goals for a single club in December 2020, Budweiser launched their now-legendary 644 campaign: 644 personalized bottles sent to all 160 goalkeepers Messi had ever scored against. Together with Viva Barcelona, we were part of the 50+ influencer network that helped ignite the conversation across social media. The campaign generated $20 million in social media value, over 3 billion earned impressions, 1,200+ articles across 84 countries, and made Budweiser the most talked-about drink globally over the Christmas period, all with zero paid media. It went on to win Best Viral Campaign and Best Influencer Campaign at The Drum Awards, plus the Sport, Gaming and Entertainment award at the Marketing Week Masters. Being part of a campaign of that scale and impact, working alongside Viva Barcelona to help drive engagement from the largest Barça fan community in the world, remains one of the highlights of my career.

Heineken flew me and a group of journalists to Rio as part of their #ChampionTheMatch campaign, their ninth consecutive year of UEFA Champions League sponsorship. The legends in question were Luis Garcia, Clarence Seedorf and Fernando Morientes, and the sessions ran the entire matchday. Being selected to participate alongside those names, in that stadium, for a brand of that calibre, was a career highlight that showed me what's possible when a sponsor truly understands its audience.

This became my longest and most operationally complex brand relationship. Over four years, I helped build and coordinate their influencer recruitment strategy across multiple markets, starting in Spain and expanding into England, Nigeria, and eventually Brazil. This went far beyond content creation into actual team coordination and multi-market strategy. I have nothing but gratitude for the trust they placed in me throughout those years.

The Tango Squad was Adidas's pioneering micro-influencer programme that redefined how sports brands connect with football communities, bringing together hyper-connected football creators worldwide and giving them early access to exclusive content and products before they hit mainstream channels. My specific contributions included sharing clips used to build tournament anticipation, as well as scouting and recommending influencers across multiple markets. Being part of that conversation at a time when Adidas was actively reinventing the influencer model was one of the more forward-thinking collaborations I've been part of.

The "Kings' Collabs" series paired the world's greatest players with the hottest emerging creators to produce unique football collectibles and content for fans. One of the standout pieces featured FC Barcelona's Marc-André ter Stegen alongside Chinese fashion brand Sankuanz. My role was to bring this content to the Barcelona fan community, connecting Budweiser's premium brand positioning with the audience that cares most about the players at the heart of their campaigns.

This was a significant moment for the Heineken family: Amstel had a rich heritage in football, having previously sponsored the UEFA Champions League from 1994 to 2005. My role was to help generate conversation around the sponsorship, debating the Europa League matchdays on social media and driving engagement that connected the Amstel brand with midweek football culture.

In March 2014, ESPN Brazil published an exclusive report detailing the transfer wish list that manager Tata Martino had submitted to then-president Sandro Rosell. Being trusted as a source by a global media institution like ESPN underscores the kind of access and credibility that only comes from long-term, deeply embedded journalism within a club's ecosystem.

The relationship went far deeper than simply being quoted or featured. Team Stream was an innovative content curation app that aggregated the best sports coverage from across the web regardless of source. Being selected as a trusted Barcelona voice within that ecosystem, alongside mainstream media outlets, was a defining moment in legitimizing independent football journalism.

The collaboration placed me on the agency side of influencer marketing, identifying and recruiting talent for large-scale campaigns that reached millions of fans. Working with a firm of Edelman's calibre gave me a unique perspective on how global brands approach influencer strategy from the inside.

This was long before Onefootball became the 200-league, 85-million-user powerhouse it is today. The partnership operated on a one-partner-per-club basis. Being embedded as their Barcelona voice during those formative years means the relationship carries a weight that goes beyond a standard media collaboration.

My audience lives at that exact intersection, making the alignment feel natural from the start. The collaboration brought together tactical content with gaming engagement in a way that felt authentic to both communities.

They reached out to me to help share the story, and it was exactly the kind of deep, historically rich Barcelona content that my audience lives for. The collaboration underscored how The Coaches' Voice trusted my reach and credibility within the global Barça community to drive engagement with their premium work.

Beyond the commercial side, this was one of the collaborations I'm most proud of because of its charitable dimension. As official partners of #FootballShirtFriday, we helped raise awareness and funds for the Bobby Moore Fund, encouraging fans to wear their favourite shirt, share it on social media, and donate to the cause.

The show covered everything from detailed tactical breakdowns to the political turbulence surrounding the club. The episodes remain available on Apple Podcasts, Spotify and YouTube.

Founded by the legendary Cantona himself, Looking FC offered curated matchday packages. The partnership was about connecting my passionate Barcelona audience with those opportunities, giving culés a direct path to living the European football atmosphere firsthand.

Pixellot is the world's leading provider of AI-automated sports production solutions. The Pixellot Air camera was born from a direct collaboration with the Barça Innovation Hub. When the Air launched, Pixellot reached out to me directly, and I hosted CEO Alon Werber on my podcast.

It was one of my more unexpected collaborations, and one I'm proud of precisely because of that. It demonstrated the versatility of my audience and the ability to integrate non-traditional brands into football content in a way that felt natural and engaging.