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Spotify is kicking off a long-term partnership with soccer club FC Barcelona, the company announced this week. The deal makes Spotify the main partner and “official audio streaming partner” of the club and the title partner of its stadium.
The perks of the partnership include:
- The Spotify brand will be splashed on both the men’s and women’s team shirts and training shirts beginning in the 2022–2023 season.
- Spotify will use in-stadium dynamic digital displays to promote “relevant” artists.
- Spotify may spotlight artists on the Barça shirts, Chief Freemium Business Officer Alex Norström hinted in the company’s blog post announcing the deal.
- The iconic stadium, Camp Nou, will be rebranded as Spotify Camp Nou.
Play it back: It’s not the famed Spanish soccer club’s first venture into audio. Just last year, sonic branding and sound production agency Sixième Son created a custom anthem that was originally designed to serve as the soundtrack for a brand campaign promoting the 2021–2022 jerseys. The track ended up being integrated into the club’s global branding strategy.
Barça isn’t the only sports franchise with an interest in sonic branding, as Marketing Brew previously reported. The Premier League, the UEFA Women’s Champions League, the Premier Hockey Federation, Major League Soccer, and the New York Giants all have sonic identities, to name a few.
$$$: Spotify’s sponsorship of Barça is reportedly worth $310 million for four years, according to Huddle Up founder Joe Pompliano.