FC BARCELONA & SPOTIFY…?
Sponsorships in soccer have traditionally been straightforward, with brand logos on jerseys, stadium advertisements, and corporate sponsors. But the FC Barcelona and Spotify partnership has rewritten the playbook.
In 2022, they signed a groundbreaking sponsorship agreement that redefined how brands activate partnerships in sports, valued at over 450 million euros and marking a significant shift in sports marketing dynamics. This encompasses both the primary sponsorship and naming rights of Barcelona’s stadium, which is now known as Spotify Camp Nou. Spotify has now managed to position itself as more than just a streaming service; it is now an active player in the sports business landscape, while Barcelona has strengthened its brand relevance by engaging with digitally saving young audiences worldwide.
A notable aspect of this partnership is the use of the FCB jerseys to promote renowned musical artists. Since 2022, the club has featured logos of artists such as Drake, Rosalía, Coldplay, Rolling Stones, and Karol G during matches like El Clásico. These limited-edition kits have not only gained media attention but also boosted merchandise sales and strengthened brand presence globally.
Unlike traditional deals that mostly focus on brand visibility, Spotify has leveraged Barcelona’s global presence to promote artists, and each collaboration has been strategically timed to maximize impact. Drake’s OVO owl was the first time an artist replaced a sponsor’s logo on a soccer jersey, and it appeared on October 16, 2022, in El Clásico, where FCB played against Real Madrid. This wasn’t just about the aesthetics but a celebration of Drake becoming the first artist to surpass 50 billion streams on Spotify.
Following Drake’s jersey debut, one of their most celebrated collaborations happened with Rosalía, a Catalan icon whose album, Motamami, broke several records and streams and even won a Grammy. She was the top-streamed artist born in Spain worldwide on Spotify in 2022 and the most-played female artist in Barcelona. This also marked the first time the FCB women’s team joined in the celebration and had their jerseys engraved with her iconic logo. The men debuted the jersey during their March 19, 2023, El Clásico match, and the women’s during their March 25, 2023, El Clásico. The club also released limited edition exclusive glow in the dark jerseys with signatures from the players, of which only 22 units went up for sale with each jersey costing 1,999.99 € and were immediately sold out.
After this, The Rolling Stones collaborated in October 2023 with their new album Hackney Diamonds, which was released during the same period as well. The campaign was different as it blended the heritage and history of the band and honored the legacy of one of the greatest rock bands with their iconic tongue and lips logo. This gained a lot of global attention as it marked a bold mix of modern football with classic rock.
Karol G was next in line for collaborations, and she brought her Latin flair to Camp Nou with her iconic ‘flower heart’ logo being embedded on the jerseys. She has three songs in the Spotify Billions Club and set a single-day record for the most streamed Latin album by a female artist with her album Mañana Será Bonito. FCB Femení got to wear the special matchday jersey first against Villarreal Femenino on April 13, 2024, and the men’s team wore it for the El Clásico on April 21, 2024.
The most recent collaboration was with Coldplay, whose iconic logo took over the jerseys during the October 28, 2024, El Clásico and November 2 for the women’s match against Eibar. This was timed alongside the band’s release of their new album alongside their successful Music ofThe Spheres tour. This partnership was also different from others as they donated the proceeds to a joint project from the UN Refugee Agency and the FC Barcelona Foundation.
With the next El Clásico happening on May 11, 2025, speculation has been going around about a potential collaboration with Taylor Swift. Given the global success of the Eras Tour, her dominance on streaming charts, and her influence as an icon, her involvement might be the most powerful collaboration yet. If this collaboration does happen, it will break previous sales records and deliver brand visibility to FC Barcelona, Spotify, and Taylor herself, making it a special moment at the intersection of sports and music.