For the first time in FC Barcelona's esteemed history, a longstanding tradition will be broken as the club looks to help fight the spread of the coronavirus.
On Tuesday, the Catalan giants announced that the naming rights for the club's Camp Nou stadium will be sold for the 2020/21 campaign – a decision that has never been taken since the famous ground was constructed in 1957 – with the proceeds from the sponsorship being put towards a COVID-19 project chosen by the sponsor.
"We are very happy to be able to drive forward this initiative that offers something as emblematic as the name of our stadium, so that institutions, organisations, businesses may associate themselves with it and, as such, contribute to the fight against COVID-19, given that their investment will be used to finance research projects on the illness and projects that are working to eradicate or lessen its effects," a club statement read.
"Right now, we can quantify the effects of this health crisis but what we do know is that it will require all our resources to defeat it and for that reason, it is so important that we all together make a solid, firm commitment."
The year-long agreement will see the 63-year-old stadium retain the words Camp Nou in its title, alongside the name of the sponsor, and is reminiscent of Barca's 2006 agreement with charitable organisation UNICEF, when the club wore a shirt sponsor for the first time its history.
