KAMIST

FC BARCELONA X SPOTIFY: KICK-OFF WITH A RHYTHM

Hello, OptiMIST People!

Back at it again with KaMIST! your weekly dose of insights into the latest marketing trends. In this week’s KaMIST we’ll dive into FC Barcelona’s collaboration with the world renowned audio streaming platform, Spotify.

Spotify will be featured on the front of both the Male and Female FC Barcelona team shirts starting in the 2022/23 season and will continue for the next four seasons. Spotify will also sponsor FC Barcelona training shirts for the next three seasons beginning in 2022/23.

The assembly will be recognized for being the club’s first virtual assembly and for approving a remarkable partnership between FC Barcelona and the audio streaming platform, which will give their support to the Board of Directors’ decision with a clear majority.

The long-term agreement for the stadium’s title rights begins in July 2022 and will continue through the ambitious redevelopment of the Camp Nou site (Camp Nou – Tour & Museum), as part of the Espai Barça project, where it will transform the Club’s facilities and environment into a world-class, new integrated Barça entertainment experience open to the city.

The Club’s vice-president of marketing explained that the Spotify deal covers four crucial aspects. The first is the jerseys, which will be worn for four seasons (2022/23-2025/26) by the male and female first teams, and three seasons (2022/23-2024/25) by the training jerseys for both first teams, as well as Barça Academy Pro jerseys.

He also revealed how the renaming of the stadium to Spotify Camp Nou would operate. There will be two phases, one during the renovation of Espai Barça, and another after the future Camp Nou is built. With Spotify to appear on the façade of the main stand, and the Swedish brand’s logo and letters to appear on the seats of the Gol Nord stand.

The next part of the agreement covers advertising assets such as electronic perimeter board advertising in Camp Nou and Estad Johan Cruyff, the Spotify Camp Nou logo on the Camp Nou pitch, advertising panels in the press room, mix zone, and at other institutional events and activities held at the facilities, the imagery on the team benches, advertising canvases next to the goal and frame on the pitch, advertising canvases on training pitches, and so on. Moreover, the agreements cover experiences and imagery used in audiovisual content, hospitality packages, and Barça experiences.

Spotify chose to begin sponsoring FC Barcelona next season because they believe that advertising in sports, especially football, will bring a significant financial impact. Moreover, FC Barcelona is one of the most popular teams in the world, bringing a large market to the table alongside the return of the Catalan team’s performance, which had dropped at the start of the season.

What do you think about the agreement? Would you love to see a partnership between one of the biggest football clubs and a well-known audio streaming platform?

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