BarcelonaSpotify has been Barça’s main sponsor since this season, and its logo is lavishly detailed on the shirts of the men’s and women’s first teams and on the facade of the Camp Nou, among others. In fact, it even gives its name to the stadium, which for the first time in history has a commercial surname. But in this agreement, which assumes an income of around 70 million euros per year, there is also a clause that allows the partner change the logo on the main part of the shirt. And that will happen, precisely, on Sunday at the Bernabéu. Spectators following the match against Real Madrid will not see the Spotify lyrics, but instead will see the silhouette of an owl, which corresponds to the logo of the famous Canadian singer Drake.
“Spotify thus cedes this privileged space on the game shirt as part of an action that is framed within the partnership with the club and which is included among the activities that will be carried out within the alliance of both brands to offer innovative experiences for football fans and at the same time help reach new audiences through music”, he explains Barça in a statement. This formula, which some clubs such as Atlético de Madrid had used in the past – back in the day the matlassiers were shown on the front of the shirt in some of the films that were being released – was announced at the time of the ratification of the agreement by the assembly of mediators, now half a year ago. And, as Barça warns, “it is expected that this type of change in the frontal may occur on more occasions in throughout the season.”
The agreement between the club and the Swedish multinational, initialed in March and validated by the arbitrators in April, has different clauses and Barça receives money through the sale of the main assets. The board of directors did not want to make public the exact figures, relying on a confidentiality clause. Even so, the ARA already detailed that the agreement provided for 2.5 million annual variables associated with the activation of certain actions. One of these is the one that will take place in the classic with the singer Drake.
The keys to the agreement between Barça and Spotify
In the overall sponsorship, Barça will receive 57.5 million euros per year (until 2026) for the transfer of the front space of the playing shirts of the men’s and women’s first teams; 5 million (until 2025) for the training clothing of the two sets, and, initially, 5 more in exchange for the title rights of the stadium, which from July has been renamed Spotify Camp Nou. At the same time, RAC1 added that the Swedish company will name the Camp Nou also once the works on Espai Barça have been completed. The agreement foresees raising the annual contribution up to 20 million for eight seasons. Therefore, 435 million are guaranteed by the alliance, not including possible upward revisions to advertising on shirts.
The modifications to the front of the shirt, as Barça have already warned, will be relatively constant during the season, although from the marketing department they explain that they will only be “specific actions in key matches”. Finally, Spotify has a right to resell the front space of the shirt from July 1, 2024. In other words, from this date the company will be authorized to do business with third parties in exchange of the most valuable asset of the deal.