BARCA IS MORE THAN A CLUB POPULAR SPANISH TEAM VISITS L.A.

Byline: SCOTT FRENCH Staff Writer

FC Barcelona is beloved around the world for many things, maybe most of all as the ultimate underdog. Its success, considerable if not always consistent, pales to its hated archrival's, to Europe's other giants, to its substantial aims.

It captured its second European title three months ago, beating Arsenal in a thrilling UEFA Champions League final, and claimed its 18th Spanish crown and second in succession.

But results always have been secondary to more important matters: How the club plays, what it all means.

Manchester United might be more popular, and Chelsea currently more revered. And Real Madrid, with which it shares a rich, sometimes tragic tango of a history, has achieved considerably more.

But Barcelona is, as says its catchphrase, ``mes que en club'' (``more than a club''). Its image, what it stands for -- its position through history, especially during Franco's regime, and on to today -- has romanticized Barca in ways most foreign to sport.

It all lends an aura of exceptionality to tonight's Coliseum showcase, which pits Barcelona in a preseason ``friendly'' against Mexican favorite Guadalajara, which is celebrating its centenary.

Big teams have trekked to L.A. -- Manchester United three years ago, Real Madrid last year, and 88,816 packed the Coliseum last August for Guadalajara-Club America -- but this club, at this time, is something else.

The doubleheader, which will open with a Chivas USA-New England MLS match, sold out (92,650 tickets, organizers claimed) more than 48 hours before kickoff. The heavily Latino audiences that best support Coliseum soccer tend to purchase on game day.

It is sensational news for Barca, the world's sixth-richest club (with revenues of $247.48 million, according to the Deloitte accounting firm), which has come to North America to cement marketing agreements (with

merchandising rights going to Warner Bros.), connect with American and Mexican soccer officials (with an eye on investing in clubs on both sides of the border) and proclaim its brand in a growing market that is growing savvier with each season.

The club (a wide-ranging social club with nearly 150,000 members that sponsors professional teams in four sports) expects to reap $4.8 million from its four-game tour, which wraps up with games later this week in Houston and New Jersey. The real profit comes later, if Barca makes the most of its opportunity.

It hopes to benefit from the club's history, its image as a bastion of liberalism, as chief vessel of Catalan nationalism, of its fierce -- and at times costly -- opposition to the 40-year Franco regime, a position that pit it head to head against Real Madrid, Franco's favored club and, with nine European titles, the continent's most successful club.

FC Barcelona's latest decision, to surrender lucrative jersey sponsorship rights to fund a UNICEF program to aid orphaned children, makes it as the club with a heart.

Also in its favor is an appealing playing style. Attractive, attacking soccer always has been mandated at the Camp Nou, Barca's home.

The teams starring Johan Cruyff in the 1970s and coached by the Dutch great in the 1990s, including the 1992 European champion, have set enormous standards, but the current side appears capable of matching up.

The opportunity to see this side, this collection of stars, in a Barcelona uniform, is enormous. No matter that it's early in the club's preparations for the 2006-07 season, nor that the most storied stars -- such as Ronaldinho, the Brazilian attacker at the center of Barca's rise to the top -- are slowly working into game shape after capping long seasons with World Cup duty.

Ronaldinho, the two-time reigning FIFA World Player of the Year, played just 30 minutes in the 3-0 romp Thursday over Mexico's UANL Tigres outside Monterrey -- he scored a goal -- and figures to play no more than a half, if that, in L.A.

``I think that was just the time he could and should be on the field,'' said Barcelona coach Frank Rijkaard, a Dutchman who was among the world's top defenders a generation ago. ``Maybe he can play a little more than 30 minutes (in this game).''

Rafael Marquez, Mexico's captain and best player at the World Cup, played only 20 minutes against Tigres. Camroonian striker Samuel Eto'o gave a full half. Argentine phenom Lionel Messi and Portuguese midfielder Deco haven't seen action, and recent signings Gianluca Zambrotta and Lilian Thuram, both consensus All-World Cup defenders, won't make their debuts until later in the NorthAmerican tour.

``Everybody is expecting more,'' Deco said, ``but we need to keep our cool. ... We just need to do what we always do. We need to get our form back -- we have only just met the new players -- and now we need to start thinking about the (real) games ahead.``

Said Rijkaard: ``The main thing for Barcelona is as always: We like to leave a good impression for the crowd, which deserves it. It's an honor to play for Barcelona, and we will defend the club, the colors of the club.''

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CAPTION(S):

3 photos, box

Photo:

(1 -- color) The Lakers' Kobe Bryant, left, and soccer star Ronaldinho speak at an FC Barcelona rally Saturday in Hollywood.

Frederick M. Brown/ Getty Images

(2) MARQUEZ

(3) BRAVO

Box:

BARCELONA vs. GUADALAJARA

- Scott French