FC Barcelona

Bringing Barça to the U.S.: a landmark 2022 tour organized by ISL

In 2022, we expanded our partnership with FC Barcelona by organizing the club’s preseason tour in the United States through a high-impact preseason tour. The collaboration delivered sold-out matches, unforgettable fan moments, and a strategic push to deepen Barça’s presence in one of soccer’s fastest-growing markets.

The matches took place on July 19th at the DRV PNK Stadium in Miami and on July 30th at the Red Bull Arena in New York.

The Client

Founded in 1899, FC Barcelona is one of the most successful and culturally influential soccer clubs in the world. Known for its distinctive playing style, deep-rooted identity, and iconic motto “Més que un club” (“More than a club”), it has built a global reputation for excellence both on and off the field.

Ranked by Forbes as the third most valuable soccer team in the world, with a valuation exceeding $5.6 billion, FC Barcelona is home to a legacy of legendary players, from Johan Cruyff, Ronaldinho, Xavi, Iniesta, and Lionel Messi to today’s global stars like Robert Lewandowski, Raphinha, and rising sensation Lamine Yamal. The club continues to lead the way in youth development, fan engagement, and cultural impact worldwide.

The Challenge

In the summer of 2022, as global soccer regained momentum after the pandemic, European clubs were eager to reconnect with international fanbases. FC Barcelona faced the challenge of turning their preseason tour into more than just a series of games, they needed a strategic platform to reignite relationships with global audiences, particularly in the U.S., one of the sport’s fastest-growing markets. This required a partner with on-the-ground expertise, cultural fluency, and a deep understanding of U.S. soccer dynamics.

The Solution

After several seasons of collaboration through soccer clinics across both the U.S. and Europe, we deepened our partnership with FC Barcelona by taking on a leading role in the club’s preseason tour.

We stepped in not just as a logistics provider, but as a strategic partner, managing operations, driving fan engagement, and bringing cultural insight to the table. We secured two high-profile friendlies: the first on July 19 at DRV PNK Stadium in Miami, marking Barça’s historic debut against Inter Miami CF, and the second on July 30 at Red Bull Arena in New York, their first matchup with the NY Red Bulls since 2008.

The results

Both matches sold out, attracting packed stadiums filled with Catalan supporters and local fans eager to witness Xavi’s team in action. The tour became a standout example of how strategic planning and cultural insight can accelerate global brand expansion.

FC Barcelona not only completed a successful preseason but also strengthened its foothold in the U.S., building lasting momentum in a key market for the future of the sport.