FC Barcelona and Spotify Partnership: A Revolution in Sports Sponsorship

In March 2022, FC Barcelona made history by announcing a landmark partnership with Spotify, the global music streaming leader. This deal marked the beginning of a new chapter for both the football club and the music platform. Starting in the 2022/23 season, Spotify became FC Barcelona’s Main Partner, with its logo appearing prominently on the jerseys of both the men’s and women’s teams for the next four seasons. The deal also included an unprecedented agreement for Spotify to rename the legendary stadium, which became Spotify Camp Nou, marking the first time a commercial partner was granted naming rights to the stadium.

Image: Lewandowski now features on the Spotify Camp Nou's façade. [fcb] 🏟️ pic.twitter.com/8e5zl6KWXZ

— barcacentre (@barcacentre) September 15, 2022

This unique partnership kicked off officially on July 1, 2022, with Spotify’s logo showcased across the stadium’s exterior and the unveiling of a colorful mural featuring players like Pedri, Alexia Putellas, and Ansu Fati. The overarching goal was clear: to merge the worlds of music and football, creating a dynamic platform for artists, players, and fans to interact globally. This collaboration has proven to be a game-changer, blending two powerful industries — sports and entertainment — in a way that no other sponsorship deal had before.

Iconic Artist Logos on Barcelona’s Jersey

One of the most creative aspects of this partnership is the use of FC Barcelona’s jersey as a promotional platform for global musicians. Instead of the usual Spotify logo, select artists’ logos were featured on the shirts during special events. This bold move generated significant buzz, showcasing how football could creatively collaborate with the music industry:

Drake (October 2022): The first artist to feature his logo on Barcelona’s jersey was none other than Drake. In celebration of his achievement of 50 billion streams on Spotify, the Canadian rapper’s OVO (Owl) logo was displayed on the team’s jerseys during the El Clasico match against Real Madrid. This was a historic moment, as it marked the first time in FC Barcelona’s history that the sponsor logo was replaced with an artist’s logo.

🦉 @Drake 💙❤
First artist to hit 50 billion @Spotify streams. First artist to share the @FCBarcelona shirt. pic.twitter.com/cBiHjge5FG

— FC Barcelona (@FCBarcelona) October 14, 2022

Rosalía (March 2023): The next major collaboration came with Spanish singer Rosalía. To celebrate the first anniversary of her album MOTOMAMI, the Barcelona players wore jerseys emblazoned with the album’s logo in the March 2023 El Clasico. The move was a nod to one of Spain’s most-streamed artists of 2022, drawing attention to her global success. Even the women’s team wore special MOTOMAMI-themed jerseys during their own El Clasico.

The Rolling Stones (October 2023): The iconic rock band, The Rolling Stones, was next in line for this unprecedented collaboration. During the October 2023 El Clasico, FC Barcelona players wore jerseys with the legendary “Lips and Tongue” logo in honor of the release of their album Hackney Diamonds. This partnership brought the legendary band’s brand to the biggest stage in world football.

Karol G (April 2024): Colombian reggaeton superstar Karol G took center stage in spring 2024. Her signature heart with barbed wire logo was showcased on the Barcelona women’s team’s jerseys during their league match against Villarreal. The men’s team wore the same logo during the El Clasico against Real Madrid, marking the first time the club had collaborated with one of the top Latin music artists.

🧜‍♀️ @karolg to be the next artist on the barça shirt with @spotify

— FC Barcelona (@FCBarcelona) April 12, 2024

Coldplay (October 2024): British band Coldplay rounded off this series of high-profile collaborations. During the October 2024 El Clasico, FC Barcelona players wore jerseys featuring the Moon Music logo, a tribute to the band’s 10th studio album, which had topped global charts. Coldplay joined an elite list of artists to feature on the Barça jersey, alongside Drake, Rosalía, The Rolling Stones, and Karol G.

Each of these initiatives has sparked widespread discussion and engagement, with fans eagerly awaiting the next artist collaboration. The vice president of FC Barcelona’s marketing, Juli Guiu, noted that this approach to sponsorship has made the partnership “the most iconic and successful part” of the collaboration, stirring global conversations and making every artist’s logo reveal a major event in both the sports and music industries.

Exclusive Content and Collaborative Projects

The partnership between Spotify and FC Barcelona goes far beyond logo placement. The collaboration also creates rich, exclusive content that blends the worlds of music and football:

Player Playlists: In an effort to connect football fans with their favorite players, Spotify and FC Barcelona launched a series of “Barça Matchday” playlists curated by players such as Robert Lewandowski and Asisat Oshoala. These playlists feature the music that motivates them before matches, giving fans a unique look into their pre-game rituals.

Spotify Blend with Players: In spring 2023, Spotify introduced a new interactive feature, Blend, where fans could combine their playlists with those of their favorite FC Barcelona players. This feature allows users to create personalized mixes based on the music players listen to, offering a fun and engaging way to connect with the team.

Collaborative Challenges: In the summer of 2023, during the pre-season tour in the USA, Spotify organized a penalty challenge involving FC Barcelona players and popular artists Anitta and Fuerza Regida. The event was a fun mix of football and music, with fans voting for songs that were added to the tour playlist, and players even dancing along with Anitta.

Interviews and Podcasts: As part of the partnership, exclusive content such as interviews and behind-the-scenes tours was produced. For instance, the Spotify podcast For the Record featured a special episode showcasing a behind-the-scenes tour of Camp Nou, where FC Barcelona’s president Joan Laporta and Spotify’s commercial director Alex Nordstrom discussed the details of their collaboration.

Promotion of Artists on the Stadium and Digital Channels

Spotify Camp Nou has become more than just a name — it reflects the essence of this partnership. The stadium and FC Barcelona’s media channels have been utilized for extensive artist promotion:

LED Screens and Arena as a Media Hub: During matches, Spotify’s influence is visible on the LED boards at Camp Nou, showcasing artists’ names and images. For instance, the May 2023 GLOW takeover celebrated LGBTQIA+ artists, and in October 2024, Spotify’s RADAR program promoted emerging talents on the stadium’s big screens.

Matchday Show Soundtracks: Music has become an integral part of the matchday atmosphere. Before important games, Spotify creates custom playlists to match the artist featured on the team’s kit. These playlists help set the tone for the match, with fans experiencing the music associated with their favorite players.

Social Media Campaigns: FC Barcelona’s powerful social media presence has been key to the success of these collaborations. The club uses its platforms to generate excitement around these campaigns, whether it’s through behind-the-scenes videos or viral moments featuring popular artists.

Special Events and Initiatives

The partnership has also led to a series of special events:

GLOW Weekend (May 2023): In collaboration with Spotify’s GLOW program, FC Barcelona supported LGBTQIA+ rights through a colorful event at the home match against Real Sociedad. The stadium lit up with rainbow lights, and special content was shared to highlight the diversity and inclusivity of the partnership.

U.S. Tour (Summer 2023): During FC Barcelona’s pre-season U.S. tour, Spotify took the opportunity to promote their partnership by organizing fan events and hosting artists such as Daddy Yankee, Anitta, and Fuerza Regida, while bringing the energy of the collaboration to American fans.

Limited Edition Merch: Every campaign was accompanied by the release of exclusive merchandise featuring the artist’s logos, including limited-edition jerseys and apparel. These products became highly sought after by fans and collectors.

The Impact of the Partnership on FC Barcelona and Spotify

The partnership with Spotify has proven to be incredibly beneficial for both parties:

Global Reach and New Audiences: By attracting global music superstars, FC Barcelona has tapped into new audiences, particularly younger generations and music lovers, expanding its fan base beyond football.

Fan Engagement: The collaboration has led to record-breaking fan engagement. For example, the Rosalía MOTOMAMI campaign generated over 669 million views and 56 million interactions across digital platforms, showcasing the immense power of cross-industry collaborations.

Strengthening Spotify’s Brand: Spotify has seen an immense boost in visibility, with its logo featured on FC Barcelona’s jerseys during every match, and the Spotify Camp Nou becoming synonymous with the club. Spotify’s innovative approach to sponsorship has helped differentiate the platform in the competitive music streaming market.

Recognition and Awards: The collaboration has been recognized for its creativity, winning a Bronze Lion at the Cannes Lions in 2023 for the Entertainment for Music category, highlighting the groundbreaking nature of this partnership.

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