As part of a sponsorship agreement with the Spanish soccer team FC Barcelona, Camp Nou will be called Spotify Camp Nou. Starting in the 2022/23 season, Spotify’s logo will feature on the shirts of both the men’s and women’s teams for the following four seasons.
The agreement must still be approved by FC Barcelona’s Extraordinary Delegate Members Assembly in a vote scheduled for April 3rd. However, because FC Barcelona is heavily in debt and attempted to sell an interest in its media production section last year, it is likely to pass.
According to reports, the deal is for $310 million. If the club had a greater percentage of “registered” supporters — people who provided the club access to names, emails, and other personal information — it may have been worth more, according to Spanish newspaper SPORT. According to the report, only about 1% of the club’s 350 million fans are registered.
Spotify will use its sponsorship as an opportunity to “amplify the work of artists” in a way that brings “the worlds of music and football together, giving a global stage to players and artists” at Spotify Camp Nou, Alex Norström, Spotify’s chief freemium business officer, said in a statement.
“Spotify is working with Barça to leverage our access to in-stadium elements to amplify artists and enable discovery,” Norström said. “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.” That could mean Spotify will be investing in those digital stadium ads that change based on your location and the channel you’re watching the game on.
But that’s about the only specifics Norström reveals about the partnership, and he said Spotify is considering “other exciting pieces” the company will share more about later this year.