Barça Vision Partners with Qloo to Drive AI-Powered Fan Engagement and Digital Innovation

FC Barcelona, through its digital innovation arm Barça Vision, has announced a strategic partnership with Qloo, a leading artificial intelligence company that specializes in predicting consumer taste and cultural preferences across the globe. This collaboration reinforces Barça’s commitment to using data-driven insights to enhance the digital fan experience and expand its global reach.

Barça Vision se alía con Qloo como proveedor oficial de datos para impulsar el crecimiento global con inteligencia artificial

🔗 Los detalles: https://t.co/mcS9o1mRaE pic.twitter.com/q9CA5TgWNm

— FC Barcelona (@FCBarcelona_es) July 3, 2025

Qloo Becomes Official Data Intelligence Partner of Barça Vision

Under this new agreement, Qloo will serve as the official data provider for Barça Vision. The company’s proprietary Taste AI platform will deliver real-time insights into fan behaviors, entertainment preferences, cultural interests, and lifestyle trends in key international markets. These data sets will help FC Barcelona design more targeted campaigns, launch localized marketing initiatives, and create immersive digital activations.

“Partnering with Qloo brings us cutting-edge technology that deepens our understanding of diverse fan segments,” said Jordi Mompart, Director of Data and Innovation at FC Barcelona. “This collaboration is key to delivering the next generation of personalized experiences and supporting our digital growth strategy across platforms such as Discord.”

Data-Driven Strategy to Expand Global Digital Presence

Qloo’s AI tools will play a critical role in Barça Vision’s digital roadmap, enabling the Club to deliver hyper-personalized content, tailor commercial strategies, and innovate in fan engagement. The insights gained will support the Club’s broader efforts in international expansion, especially in high-growth regions.

Already home to the largest Discord community in professional sports, Barça Vision aims to become a reference point in sports tech and entertainment innovation. This partnership strengthens that ambition by equipping the Club with deep, market-specific audience intelligence.

“Understanding your audience is everything in today’s digital landscape,” said Alex Elias, CEO of Qloo. “We’re thrilled to work with Barça Vision and apply our AI to help FC Barcelona connect with fans in a more personal, culturally relevant way.”

Barça Vision: Blending Technology, Community, and Culture

Barça Vision continues to evolve as FC Barcelona’s innovation hub, merging emerging technologies with community-driven platforms to reshape how fans interact with the Club. By integrating Qloo’s Taste AI, Barça will be able to:

• Segment and analyze fan interests globally
• Create custom digital content experiences across owned platforms
• Optimize monetization strategies through targeted commercial partnerships
• Increase fan loyalty and retention through cultural relevance

This partnership reflects FC Barcelona’s long-term vision of building a digitally empowered global fanbase, leveraging artificial intelligence not only to personalize content but also to unlock new sponsorship and e-commerce opportunities.

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