Spotify Camp Nou: keys to a historic sponsorship agreement between Barça and the leader in streaming music


FC Barcelona has closed a juicy sponsorship agreement with Spotify for no less than 280 million euros. The agreement, announced in February by RAC1, was closed for four seasons and includes advertising on the shirts of the men’s and women’s teams, but also the title rights of the stadium: from next season the Camp Nou It will be called Camp Nou Spotify.

As the club explained in a statement, “FC Barcelona and Spotify, the most popular streaming audio subscription service in the world, have reached an agreement whereby the Swedish company will become the ‘Main Partner’ of the Club and in ‘Official Audio Streaming Partner’.

Spotify will appear on the front of the men’s and women’s first team jerseys, starting in the 2022/23 season and for the next four seasons. Spotify will also sponsor training jerseys for both teams beginning in the 2022/23 season and for the next three seasons.

Within the framework of this alliance, both entities will work together to create new opportunities to turn the shirt into a space that can pay tribute to different artists from around the world. Also, as part of the collaboration, the Swedish company becomes ‘Title Partner’ of the Stadium, which will change its name and will be renamed Spotify Camp Nou. Along these lines, the sponsorship aims to create a new platform to help artists interact with the global community of FC Barcelona fans.

For its part, Joan Laporta, president of the club, explained that “We are very proud to be able to announce a pioneering alliance like this with a worldwide reference entity such as Spotify. This union will allow us to continue bringing the Club closer to its fans and making them feel, even more, part of the Barça family through unique experiences, which will allow us to combine entertainment and football, making it possible for us to reach, at the same time, a greater number of people around the world.

It is also about a union with which we continue to take steps forward in this new era that we have begun and that demonstrates, once again, the innovative character and constant improvement that characterize Barça and that have made it a unique club. Worldwide”.

A giant sponsorship agreement between Barça and Spotify

This is not the first time that Daniel Ek, owner of Spotify, is interested in the world of soccer. He some time ago confirmed his interest in buying Arsenal, despite the fact that he did not confirm the information about an offer for 2,100 million euros: «Inaccurate reports have emerged that he had not made an offer for Arsenal Football Club . I think it’s important to fix the registry; this week an offer was made. Both Josh Kronenke and his bankers were made, which included fan property and board representation. They replied that they did not need the money. I respect his decision but I am still interested and available if the situation changes, ”Daniel EK said at the time.

With the inclusion of the streaming service on the shirt, Spotify will replace Beko, your sponsor so far. The Catalan team had been looking for a sponsor of the stature of Spotify for months before the imminent withdrawal of the Japanese company Rakuten

The deal comes at one of the worst moments for Spotify’s reputation

The agreement comes weeks after the controversy due to the conflicts between Neil Young and Spotify. And it is that the artist left the platform due to the podcasts of the comedian Joe Rogan, who is free to defend his denial beliefs on the platform.

The complaint started by Neil Young continued with various artists deciding to remove their songs from the service, which caused a loss of value on the stock market of around 2,000 million dollars (around 1,750 million euros) while its shares fell 6% between January 26 and 28.

From Barça defend that Spotify is a brand recognized worldwideand above all, one that has a great acceptance among the youngest fans. You just have to remember that the streaming platform has 381 million users, of which 172 million are paid. Once Barça has closed the agreement, it will also be sought that the partners obtain some type of advantage if they subscribe to Spotify.

Camp Nou Spotify is neither the first nor the only stadium with a brand name

Although it may seem extreme, sponsorship that includes title rights or changing the name of the stadiums with that of a brand is not something new, In fact, in Spain we have the case of Wanda Metropolitan, that is to say, the Metropolitan Stadium of Madrid that before the contract with Wanda Group took this name in December 2016 and is currently looking for a new sponsor.

In other parts of the world there are many other stadiums with names combined with their sponsors, a great bet for the teams that manage to inflate their budgets, that can be used to build or improve their stadiums, improve seats, include new technology such as WiFi, giant screens, improve food or sales areas, among many others.

And of course, the brand is not far behind: first and foremost, it is the recognition of the brand or branding that they achieve, by reaching thousands of people every time the name of the stadium is mentioned in sports pages, news, social networks and of course on television in national and international events, at the same time that it achieves a link with the fans, linking the experience of the match in a stadium, and the emotion with its product or service.

Among other examples of stadiums with names that include that of their sponsor we have the stadium of the Minnesota Vikings of the NFL, which after its sponsorship by US Bank is called U.S. Bank Stadium. Another example is Manchester City of the English Premier League, which converted its stadium into Etihad Stadium for its sponsorship with Etihad Airways, an airline from Abu Dhabi.

In fact 14 of the 18 teams in the German soccer league have marketed the name of their stadium and to show a button: Bayern Munich plays in the Allianz Arena, for the sponsorship with this insurance company, and in the NBA we find basketball teams with names like American Airlines, Pepsi, and Philips, just to name a few.

In Mexico there is the BBVA Bancomer Stadium the Rayados de Monterrey soccer team, while the Chivas de Guadalajara have the Akron Stadium, and the Dorados de Culiacán the Banorte Stadium and not to mention the Sun Forum,

sponsored by this beer company where a large number of sporting and musical events take place.

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