What do sport and music have in common? The world is about to find out as two of the biggest names in sports and music, FC Barcelona and Spotify, team up.
The two giants in their respective fields have announced a partnership that will see the Camp Nou arena rebranded. The iconic stadium where one the greatest soccer players of all time, Lionel Messi, displayed his sublime skills, will now be known as the Spotify Camp Nou. FC Barcelona players, male and female, will wear jerseys that bear the name of the music streaming giant for the next four years, starting from the 2022/23 season.
The soccer club is enmeshed in deep debt, despite the resurgence on the field it has experienced with its new coach. This means there will likely be no opposition when the sponsorship decision comes up for a vote at the club’s Extraordinary Delegate Members Assembly coming up on the 3rd of April.
Reports indicate the deal is worth $310 million, although it could have been more. The valuation was based on the number of registered fans, only about 1 percent of the club’s numerous fans. Registered fans are those that allow access to their personal information and email. The club will likely launch a drive to increase fan registration somewhere down the line with this lesson learned.
Asking the question of why it teamed up with FC Barcelona, Spotify’s Chief Freemium Business Officer, Alex Norstrom, said, “…but for Spotify, the answer is very simple: It’s about connecting fans with artists of every kind—players and artists, music and sports. Barcelona fans and audio lovers on Spotify will come together to form a massive, globally connected community bridging the worlds of music and football. The vision for the partnership is to create a new platform to help artists interact with Barcelona’s global community of fans.
“As we look to grow the Spotify brand worldwide, there are few partners that have this sort of scale and global reach. Being able to connect music and football fans from Barcelona to Mumbai, Jakarta to Rio de Janeiro, is really a unique opportunity.”
Norstrom also spoke on how the partnership would work, “We plan to bring this partnership to life in two key ways. First, Camp Nou will become Spotify Camp Nou. Already the home of FC Barcelona fans, Spotify Camp Nou will also put a spotlight on artists and other creators.
“Spotify is working with Barça to leverage our access to in-stadium elements to amplify artists and enable discovery. For example, using the dynamic digital displays to showcase and geo-target relevant artists to Barça’s global TV audience. While viewers in Europe may see a message about one artist, TV viewers in India could be served a different and locally relevant message.”
Norstrom also said the partnership would explore the connection between Barca and sports fans in general and music, often comprising the young. He is also eyeing the numerous fans of the club in fast-growing markets like India, Latin America, and Indonesia.
Joan Laporta, president of FC Barcelona, said, “We are very proud to announce a pioneering alliance like this with a world-renowned organization 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.”