It’s long been on the rumour mill, but Barcelona have now officially announced that they have partnered with Spotify. The Catalan club’s home stadium will be renamed the Spotify Camp Nou, and the Swedish audio streaming and media services provider will also appear in the sponsor slot on both men's and women's shirts.
The Barcelona rebrand rolls on with the official news that the La Liga side have reached an agreement for Spotify to become the Main Partner of the Club and their Official Audio Streaming Partner. The deal officially kicks off in July 2022 and it will last for the next four seasons, while they will also be the sponsor on the training shirts beginning in the 2022/23 season for the next three seasons. As part of the deal, for the very first time in the Club’s history, the Stadium will be rebranded as Spotify Camp Nou – a big moment for a club that refused any shirt sponsor until 2006.
Additionally, Spotify will use the partnership to shine a spotlight on artists from all over the world. This will bring the worlds of music and football together, giving a global stage to players and artists at Spotify Camp Nou.
The club’s €1.35 billion debt has been well documented, and although the financials of this deal have not been revealed by either party, it’s reported to be worth in the region of €280m. Barca were rumoured to be in negotiations with two cryptocurrency trading and exchanging companies back at the turn of the year, but the Spotify links picked up pace and continued to gain momentum as the weeks rolled by, eclipsing the other companies.
President of FC Barcelona Juan Laporta said of the deal: “We are very proud to announce a pioneering alliance like this with a world-renowned organisation 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.”
That was followed up by Alex Norström, Chief Freemium Business Officer at Spotify, who said: “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.”
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