Spotify will become the main partner and official audio streaming partner of FC Barcelona following an agreement between the streaming platform and the iconic soccer club, revealed Tuesday.
The Spotify brand will appear on the front of the men’s and women’s team shirts starting with the 2022-23 campaign and for the next four seasons, and Spotify will also sponsor the club’s training shirts starting in 2022-23 and for the next three seasons.
The team’s stadium will be rebranded as Spotify Camp Nou starting in July and throughout the redevelopment of the site as part of the Espai Barça project to transform the club’s facilities and environment into a world-class, new integrated Barça entertainment experience open to the city.
The platform and the club said the partnership marks a first-of-its-kind agreement for Barça, joining the worlds of music and soccer, giving a global stage to players and artists at Spotify Camp Nou and creating new opportunities to connect artists and players with fans globally.
The two parties will use in-stadium promotional surfaces to present and amplify the work of artists to the Blaugrana’s global TV audience and further the club’s goals of proactively seeking partners that share its values and philosophy while retaining its status as a global benchmark on and off the pitch.
The pact was approved and signed by the board of directors at Barça, and it is subject to the ratification of the Extraordinary Delegate Members Assembly, set for April 3.
Spotify chief freemium business officer Alex Norström said in a statement, “We could not be more thrilled to be partnering with FC Barcelona to bring the worlds of music and football together. From July, our collaboration will offer a global stage to artists, players and fans at the newly branded Spotify Camp Nou. We have always used our marketing investment to amplify artists, and this partnership will take this approach to a new scale. We’re excited to create new opportunities to connect with FC Barcelona’s worldwide fanbase. Spotify’s mission is to unlock the potential of human creativity, supporting artists to make a living off their art and connecting with fans. We believe this partnership creates many opportunities to deliver on this mission in unique, imaginative and impactful ways.”
FC Barcelona president Joan Laporta added, “We are very proud to announce a pioneering alliance like this with a world-renowned organization like Spotify. 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. It is also a union with which we continue to take steps forward in this new era that we have started, and which demonstrates, once again, the innovative character and the constant search of excellence that distinguish Barça and have made it a unique club in the world.”