IMG is to exclusively represent Barcelona's commercial interests in China after entering into a new strategic partnership with the Spanish outfit, reports, www.sportspromedia.com/. The three-year deal will see IMG assist the La Liga leaders in the areas of brand and commercial strategy, sponsorship, exhibition games and tours.

"Our unique experience and expertise in China will enable the club to further develop its interests across a number of areas and enhance the club's already strong presence in a country we know very well," said Robbie Henchman, the head of IMG Asia-Pacific.

IMG, which first entered China in 1979, helped launch the Chinese Super League (CSL) in 1994 and has been at the forefront of soccer's commercial growth in the country ever since.

"We have been impressed with the work that IMG has done in developing football in China and they are the perfect partner for us to strike a strategic relationship with," said FC Barcelona chief executive Ignacio Mestre.

"China is an important country for us to connect with our fans and to continue to succeed in and it is imperative that we work with a company that understands the China market and has a track record of success."

Barca already have a presence in China via an Asia-Pacific office based in Hong Kong, a Chinese club website and dedicated platforms on the country's three biggest social networks: WeChat, Tencent and Sina Weibo.