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?

Wanna get more insights on marketing? Tune in every Thursday for more KaMIST!

You can reach us at:
LINE: @mistfebui
Instagram: @mistfebui
Twitter: @mistfebui
Facebook: MIST FEB UI


The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

When a boy goes to an ice cream parlor or restaurant, he will feel befuddled. Choosing what he is going to get, that’s the thing that he despises. Would chocolate chip or strawberry ice cream please him better? Cheeseburger or fried chicken? He feared that what he selected will not give him as much pleasure as the other option would give. What he doesn’t choose could provide a higher sense of pleasure than the one he chose. One interesting finding utilized by neuromarketing is that people really don’t want to lose out. People are just as worried about what they might lose as to what they might gain.
In the meantime, one of the biggest challenges that marketers deal with is customers’ expectations in the pre-purchase phenomenon where the consumers haven’t fixed their buying decision yet. To tackle the challenge, many companies are competing to build relationships with their customers, with the expectations that they will be able to provide the best customer experience for specific individuals. Therefore, the company must be customer-centric to carry out a successful marketing strategy in order to be noticed by consumers and to forge a brand identity.

According to McKinsey (2019), by making a fundamental change of mindset of focusing on the customers, companies gained significant enhancement on several aspects. Along with operational and IT improvements, companies generate 20 to 30 percent uplift in customer satisfaction, a 10 to 20 percent improvement in employee satisfaction, and economic gains ranging from 20 to 50 percent of the cost base addressed in the various journeys.

To overcome these challenges, companies have to understand consumers’ behavior and expectations. Hence, companies should put a bigger concern towards consumers’ buying-cycle from awareness to its advocacy. By implementing the concept of Neuromarketing, stereotypes of the communication matters of the marketing basis will be integrated with taste of individual market itself. The more personalized the promotion, the higher the probability that the advertisement will work. It could be done by using big data to allow the company for this huge aggregation of all consumers personal information that they’ve ever revealed to build a precise representation of who they are, now, more than ever before. Data and insight are not delivered to consumers as a whole but individually by delivering the most value to the customers with a very specific scope based on how they think.

In order to win in today’s marketplace, companies must be customer-centered, to the point that ideally, each individual customer’s values are taken into an account to derive the value that they are truly seeking. In essence, by generating consumer reactions, and treating them not as reactionary receptacles of marketing strategies, but as each their own person with differing individual values. Therefore, reinforcing belief is a very important matter for marketers that influences consumers experience. They must deliver superior value to their target customers traditionally and digitally with knowledge of neuroscience marketing strategies combined. Neuromarketing will surely strengthen customer’s contentment of a product itself.