{"id":22413,"date":"2025-06-30T17:25:47","date_gmt":"2025-06-30T17:25:47","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=22413"},"modified":"2025-06-30T17:25:49","modified_gmt":"2025-06-30T17:25:49","slug":"behind-the-scenes-of-spotifys-partnership-with-fc-barcelona","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=22413","title":{"rendered":"Behind the scenes of Spotify\u2019s partnership with FC Barcelona"},"content":{"rendered":"
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FC Barcelona sits atop the La Liga rankings. And Spotify sits atop FC Barcelona\u2014or at least on the team\u2019s jerseys and facilities.<\/p>\n

For the past three seasons, the audio company has been the Spanish soccer club\u2019s main partner as part of a long-term deal that includes a front-of-kit sponsorship and stadium naming rights, among other assets.<\/p>\n

But it\u2019s not always the Spotify brand that appears on the Bar\u00e7a jerseys.<\/p>\n

When the partnership debuted, Alex Norstr\u00f6m, the company\u2019s co-president and chief business officer, hinted in a statement at the time that Spotify was considering using the jersey real estate to highlight various artists and their brands. Since then, Spotify has swapped its own branding out on the jerseys for logos associated with major artists, like Drake\u2019s company October\u2019s Very Own and Travis Scott\u2019s Cactus Jack brand.<\/p>\n

Though Spotify occasionally removes itself from the Bar\u00e7a kits, VP of Marketing and Partnerships Marketing Marc Hazan said the sponsorship has proven invaluable for driving buzz for the brand.<\/p>\n

\u201cIf I wanted to create cultural noise like we do with some of these things that we do, like Travis Scott, could you even do that without this [jersey asset]? I don\u2019t think you could,\u201d Hazan told Marketing Brew at Cannes Lions. \u201cIf you were trying to do that yourself, it would be very difficult and probably very expensive\u2026So to us, it\u2019s an unbelievable, unique platform for artists to showcase their work that can\u2019t really be done anywhere else.\u201d<\/p>\n

Back to the start:<\/strong> When the possibility of working with Bar\u00e7a crossed Hazan\u2019s desk, Spotify wasn\u2019t in the market for a sports sponsorship, he said. But the opportunity involved the team\u2019s full suite of rights\u2014including placement on both the men\u2019s and women\u2019s jerseys, as well as the training center and stadium naming rights\u2014so Spotify went all in, according to Hazan.<\/p>\n

\u201cSpotify has never undertaken a partnership at this scale before,\u201d Norstr\u00f6m said in the announcement post.<\/p>\n

While the tie-up was perhaps unexpected, the Spotify team was nevertheless convinced that it would result in worthwhile activations like the artist jersey partnerships, Hazan told us. Spotify kicked off the initiative with Drake in 2022 to celebrate him becoming the first artist to reach 50 billion streams on the platform, and has since partnered with artists including ROSAL\u00cdA, The Rolling Stones, Karol G, and Coldplay.<\/p>\n

Sworn enemies?<\/strong> One of the KPIs Hazan said he considers for the sponsorship is relative media value, and with a rabid, global fandom, Bar\u00e7a delivers in spades on that front, he said. Buzz is also especially important when it comes to the jersey takeovers. When Spotify put a limited number of the Travis Scott Bar\u00e7a jerseys up for sale\u20141899, to be exact, in honor of the year the team was founded\u2014they sold out quickly, he said. Beyond that, he said, streams of Travis Scott songs increased by 40% following the Bar\u00e7a activation.<\/p>\n

\u201cThe [number of] impressions that we get for these takeovers has just gone up and up and up and up and over time, and that\u2019s now started to translate to on-platform activity,\u201d Hazan said.<\/p>\n

The activations even seem to supersede La Liga team rivalries; when Karol G performed at Santiago Bernab\u00e9u Stadium, where Real Madrid plays, shortly after her Bar\u00e7a takeover, Hazan said he didn\u2019t think<\/em> anyone was put out (although when it comes to fandom, one can never be too sure there are no hard feelings).<\/p>\n

In the stands:<\/strong> Hazan didn\u2019t indicate any immediate intentions to stretch into other leagues, but he said he\u2019s eager to work more closely with the athletes on FC Barcelona Femen\u00ed and to tap into the iconic Spotify Camp Nou stadium, which is expected to reopen in September after renovations are complete.<\/p>\n

\u201cEach one of these takeovers has grown and grown and grown in terms of scope and opportunity,\u201d Hazan said. \u201cWe will continue to push ourselves\u2026because we believe there\u2019s so much more to go.\u201d<\/p>\n

Update 06\/24\/25: This story has been edited to update Marc Hazan’s title.<\/em><\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

AI, meet ROI. MiQ Sigma is designed to unify your data, media, and audiences in one AI-powered advertising platform. Get deeper insights + better control. FC Barcelona sits atop the La Liga rankings. And Spotify sits atop FC Barcelona\u2014or at least on the team\u2019s jerseys and facilities. For the past three seasons, the audio company […]<\/p>\n","protected":false},"author":1,"featured_media":22414,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22413","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\nBehind the scenes of Spotify\u2019s partnership with FC Barcelona | Brandiary<\/title>\n<meta name=\"description\" content=\"AI, meet ROI. MiQ Sigma is designed to unify your data, media, and audiences in one AI-powered advertising platform. 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