China's Shimao Group and Spanish La Liga giant Barcelona have joined in a strategic partnership dubbed 'Excellence in Sport' that will see the real estate developer become a regional sponsor of one of the world's best soccer clubs.

Under terms of the deal, announced in Shanghai on Thursday, the two parties will collaborate in promoting social awareness and sporting excellence, as well as working together on campaigns aimed at community development and healthy living.

"Like Barcelona, Shimao is a well-established organization, dedicated and committed to making a positive impact on society," said Xavier Asens, the club's managing director in the Asia Pacific region. "We share similar values: Respect, teamwork and commitment.

"We realize that success will not happen overnight. We are looking at long-term cooperation with Shimao to bring our soccer ideas to Chinese fans and to expand our community involvement."

Shimao Group, one of China's leading real estate companies, owns dozens of communities, hotels and parks around the nation, and as part of the initiative it will build more than 100 soccer pitches in the coming years.

Shimao will also launch a nationwide grassroots level Barcelona soccer league and implement a series of campaigns aimed at getting more youngsters involved in the sport.

"We will work together with Barcelona to spread the soccer spirit shown by the club in its glittering history among Chinese fans," said Xu Shi Tan, Shimao Group's vice-chairman of the board.

"Communities will become a significant focal point for promoting the sport. Shimao will focus on the improvement of sports facilities and services while promoting a healthy sports lifestyle in communities."

Xu, a longtime Barcelona fan, said the company will sponsor soccer clinics and send talented Chinese youngsters to Spain for training and competition.

Unlike other real estate giants like Hebei China Fortune and Guangzhou Evergrande, which own a Chinese Super League club and spend huge money on buying foreign players every year, Shimao sees a different route in developing the sport.

"To becoming a soccer powerhouse will not happen overnight," said Xu. "It needs years of efforts and that's why we have our focus on communities.

"To have more families and kids experience the soccer culture is something that could not be achieved by having a Chinese Super League club."

chenxiangfeng@chinadaily.com.cn