BRI-Barcelona Programme Attracts Rp 1.29 Trillion, Strategy to Lure Football-Loving Customers

A football-themed lottery programme organised by PT Bank Rakyat Indonesia (Persero) Tbk, or BRI, has successfully amassed savings of up to Rp 1.29 trillion. The programme, a collaboration with FC Barcelona, demonstrates the effectiveness of an interest-based approach in attracting customers. The BRI Debit FC Barcelona programme was joined by 10,781 customers during the period from January to April 2026. The draw took place at BRI’s Head Office in Jakarta on Tuesday (28/4/2026), witnessed by representatives from relevant institutions and invited guests. Retail Funding Group Head at BRI, Andreas Hassim, stated that the extensive customer base across various regions encourages BRI to offer programmes closer to people’s daily lives. “We see that our customer base is very broad from all corners of Indonesia. Therefore, we continue to promote relevant programmes so that BRI can become the bank with the widest and most comprehensive retail network,” he said. According to Andreas, football was chosen because it has a large fan base in Indonesia. This approach is deemed capable of increasing customer engagement while encouraging non-cash transactions through debit cards. “This programme also serves as a form of appreciation for customers, while encouraging transactions using debit cards,” he added. Through this programme, customers not only receive transaction services but also added value in the form of experiences. The grand prize consists of a trip to Spotify Camp Nou stadium in Spain, including FC Barcelona home match tickets, a stadium tour, a visit to the club museum, and accommodation. In the draw, one customer was designated as the grand prize winner, namely Ghina Alraihan Putra from the Bandung Regional Office, who is entitled to the direct experience of watching a match in Barcelona.