fc barcelona’s impact on the georgian sports market
more than a store
It might have seemed unlikely that a global sports brand with over 400 million fans worldwide would choose Georgia—more specifically, Tbilisi—as the location for its very first international fan shop. Yet, in March 2025, FC Barcelona made history by doing just that.
This move isn’t just another localization effort from a global giant—it’s a strong signal that Georgia’s market is on the rise, increasingly attractive to international players.
In this article, we’ll explore:
– Why Barcelona chose Tbilisi
– The strategic and emotional significance of this decision
– What it tells us about the Georgian market
– And how local initiatives can deepen ties with global brands
To better understand this milestone, minds&marketing spoke to the person behind it all—David Zakariadze, the founder and driving force behind the project. Thanks to his team’s dedication and investment, Barcelona fans in Georgia can now walk into an official store on Rustaveli Avenue and connect with the club’s culture like never before.
Why Did Barcelona Choose Tbilisi?
The idea first surfaced in 2022. While FC Barcelona had attempted to open stores outside Spain in the past, they lacked the know-how to bring it to life. They didn’t have the roadmap or the experience to expand globally.
David Zakariadze and his team presented a clear, detailed strategy outlining what needed to be done, when, and how. They brought Barcelona representatives to Tbilisi—and soon enough, the visitors were charmed by the country, its culture, and its passion for football.
They saw Tbilisi as a regional hotspot—one that would attract not only local fans, but also tourists from across the Caucasus and beyond.
Barcelona’s board finally had what they were missing: a solid plan, a local team with vision, and a compelling case. The thought must have crossed their minds—why not? And that’s how it all started.
The Strategic and Emotional Significance
After years of work, negotiations, and investment, March 2025 marked a major moment: the sound of Barcelona’s anthem echoed down Rustaveli Avenue as the club’s official fan shop opened its doors.
The opening made headlines—not just locally, but across Spanish and European media as well. ESPN, one of the world’s largest sports outlets, ran a story that generated nearly 26 million interactions. Spanish YouTubers jumped on the news too: *Barcelona’s first official store outside of Spain—*in Tbilisi? Who would’ve guessed?
Let’s talk about emotional significance in numbers. Naturally, after the launch, people were curious about pricing—and it quickly became a hot topic on social media.
“500 GEL for a shirt?”
“That’s way too much.”
“Why should I pay that much?”
But as David Zakariadze explained, the pricing strategy was based on aligning closely with official store prices in Spain—and in fact, the prices are nearly identical.
More importantly, when it comes to emotional value, here’s a number that speaks volumes: the sales target Barcelona had set for the entire year was reached within just 45 days.
That tells you everything. This is more than a store—it’s a place where fans immerse themselves in the culture of their favorite club.
And here’s another standout stat: 67% of buyers are Georgian locals. The rest? Tourists.
From a strategic perspective, the decision makes even more sense. Barcelona had no prior experience entering foreign markets. Why Georgia? Likely because it’s far easier to break into than France or other major European countries, where competition is fierce and entry barriers are higher.
As David shared, the visiting Spanish team was shown the full potential of Georgia’s market and sports ecosystem. They were presented with a six-month rollout strategy—including logistics, commerce, and reporting—all areas where Barcelona lacked experience.
His team not only delivered a business model—they helped develop Georgia’s marketing credibility. Because, let’s be honest: this was no small achievement for the local sports market.
How Local Marketing Is Run
Barcelona isn’t just a football club—it’s a global brand. And with that comes a 120-page brand agreement. Yes, you read that right.
Out of Barcelona’s 17 global fan shops, only the Georgian store has its own dedicated Instagram page. Every marketing campaign and piece of content goes through Barcelona HQ for approval. Content calendars are prepared in advance and only go live once the Spanish side signs off.
Interestingly, the brand’s photoshoots don’t feature celebrities or influencers—you’ll see fans instead. This is a clear message from the club: Barcelona is for everyone. It’s a brand by the fans, for the fans.
When asked if the communication strategy had to change for Georgian fans—who might have different preferences from Spanish supporters—the answer was straightforward:
Instead of altering the brand, they chose to align the audience with the brand’s existing identity and values.
They receive brand guidelines and recommendations from Barcelona, but all creative execution is done locally by the Georgian team.
In Summary...
This is a major step forward for Georgia’s sports market ecosystem—one that could pave the way for more global brands to enter. We’ve seen the potential firsthand: Georgia is a football country.
“More than a store” isn’t just a slogan—it’s a reality that has come to life in the heart of Tbilisi.
This project proves that local initiative, backed by global vision and a strong strategic foundation, can create something truly unique. And right now, that unique synergy has Georgia at its center.
