Spotify and FC Barcelona have announced a new long-term partnership that will launch in July 2022, making the audio streaming service the main sponsor of the football club giant.
In the 2022-23 season and for a subsequent four years, the music brand will appear on both men’s and women’s team and training shirts.
The historic FC Barcelona stadium will also be rebranded as the “Spotify Camp Nou”.
The streaming service hopes the partnership will “shine a spotlight” on artists across the globe and bring worlds of music and football together.
According to Spotify, the partnership is all about connecting its fans with artists of every kind—players and artists, music and sports.
“Barcelona fans and audio lovers on Spotify will come together to form a massive, globally connected community bridging the worlds of music and football,” it said.
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Dynamic digital displays will also be used to showcase and geo-target relevant artists to FC Barcelona’s global TV audience. Viewers of the team’s matches in Europe and Asia for example will see completely different artists advertised.
The music streaming platform added: “The vision for the partnership is to create a new platform to help artists interact with Barcelona’s global community of fans.”
The collaboration is also a part of the Spanish football club’s aim to seek sponsorship partners who share the “values and philosophy” that define its brand.
FC Barcelona president Joan Laporta concluded: “This partnership will allow us to continue to bring the Club closer to its fans and make them feel, even more, part of the Barça family through unique experiences, combining two activities such as entertainment and football, making it possible for us to connect with new audiences around the world.”
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