On November 16, 2016, a press conference was held in Spain to mark the announcement that Rakuten has agreed to a four-year partnership with one of the world's most esteemed soccer clubs, FC Barcelona, as its Main Global Partner. The terms of the agreement were formalized at a ceremony on the day, and will be ratified at an Extraordinary meeting of the club members to be held in the coming weeks. From the 2017-2018 season, Rakuten will become FC Barcelona's Main Global Partner, as well as its first ever Global Innovation & Entertainment Partner.

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