Stockholm-based audio streaming service Spotify announced that it has signed a long-term partnership with Spanish football giant FC Barcelona.
Even though the financial details were not disclosed, ESPN reports that it would be worth €280M. As per the deal, Spotify will become the main partner of the club and the official audio streaming partner.
Alex Norström, Chief Freemium Business Officer of Spotify, says, “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.”
The agreement will see FC Barcelona’s men’s and women’s teams bear the Spotify branding on their jerseys and training shirts from the 2022-23 season and for the next four seasons.
The announcement comes as FC Barcelona’s existing shirt sponsorship deal with Rakuten, a Japanese e-commerce firm, is due to expire this summer.
As part of the collaboration, Spotify will also become the title partner of FC Barcelona’s home stadium. Consequently, Camp Nou stadium will now be rebranded as Spotify Camp Nou.
The Swedish audio streaming service will use the partnership to shine a spotlight on artists from all over the world. The partnership plans are subject to the ratification of the Barcelona Members Assembly, which will take place in early April.
Joan Laporta, President of FC Barcelona, says, “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,” Laporta adds.