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“We created and registered a new brand, the ‘Barça Toons’, a cartoon version of all the players in the first team. We started using them to promote match attendance and they ended up having their own range of merchandise. In order to increase its dissemination and legitimacy as a club brand, we started the tradition of giving every new player his own Barça Toon at every presentation press conference.”
― Esteve Calzada, Show Me the Money!: How to Make Money through Sports Marketing