El Bulli 2.0 Will Be Brought to You By ...

Photo: Charles Haynes/Flickr

You can add this footnote to Ferran Adriàs biography: Earlier this year, the chef said a new incarnation of El Bulli might just involve corporate sponsorship, and true to his word, hes teaming up with Spanish telecom giant Telefonica. According to Telecom Paper, hell be their new brand ambassador (which will involve creativity training courses) and in return, theyll help fund the refurbishment of the restaurant. Thomas Kellers BMW partnership is looking so small potatoes right now.

Telefonica signs marketing deal with El Bulli chef [Telecom Paper]