How Spotify Immerses Sports and Music Through FC Barcelona

It has been nearly a year since Spotify and FC Barcelona announced their long-term partnership which made the audio giant the club’s Main Partner and the Official Audio Streaming Partner. With this partnership, both the men’s and women’s clubs don the Spotify logo on their kits, and the historic Camp Nou stadium rebranded to Spotify Camp Nou.

Spotify has used this venture to further combine the concord between sports and music from Match Day playlists to logo swaps highlighting artists. For FC Barcelona’s El Clásico match last October, the club wore kits featuring Drake‘s OVO owl insignia to commemorate The Boy’s landmark achievement of 50 billion streams.

(via Drake/Instagram)

This month, ROSALÍA becomes the latest artist to make their mark on the blue and garnet stripes. Both FC Barcelona and FCB Femení will wear special-edition MOTOMAMI jerseys at their respective El Clásico matches to celebrate the one-year anniversary of her album. Last year, ROSALÍA was the most-streamed Spanish artist in the world on Spotify as well as the most-streamed female artist in Barcelona. Tracks from MOTOMAMI have been streamed over 1.8 billion times.

ROSALÍA wears her MOTOMAMI edition kit (via ROSALÍA/Instagram)

The jersey is for sale along with a glow-in-the-dark version that is signed by FC Barcelona players from both teams.

A Spotify spokesperson said that the logo swap is an example of how the partnership with FC Barcelona is “bigger than just branding.” As a Barcelona native, as well as the most-streamed Spanish artist globally on Spotify last year, they said “there was no better choice” than to continue the logo-swap activation than with ROSALÍA.

The spokesperson said, “We’re proud to see her growth as an artist and wanted to utilize our position as main shirt sponsor to do this. It’s something that ROSALÍA, Spotify and FC Barcelona are incredibly excited about.”

Through the shirt and the in-stadium LEDs for the men’s and women’s matches, the company is ensuring that they are promoting artists of all sizes from around the world. So far, Spotify has featured artists including Metro Boomin, BLACKPINK, Fireboy DML, Megan Thee Stallion, Aitch, Pomme, Feid, and Rigoberta Bandini. The company aims to provide a global platform to a wide variety of artists from around the world throughout the season.

Metro Boomin‘s Heroes & Villains album is promoted during a FC Barcelona match (via Metro Boomin/Twitter)

It’s safe to say Spotify will continue to use the FC Barcelona partnership to connect the worlds of music and sports together, as well as showcase artists in a unique way that has yet to be seen. The Spotify spokesperson said that the company will be looking for new and innovative ways to promote other notable FC Barcelona matches.

Twitter: @_XavierHunter