The Spanish club’s famous home ground will now be known as the Spotify Camp Nou after a groundbreaking sponsorship deal worth a whopping £237m ($310m). This is the first time in the club’s history that the stadium will be renamed.
The rebrand comes after the streaming service’s boss Daniel Ek attempted to buy London’s Arsenal FC last year for £2billion. Whereas, this new sponsorship agreement also means Spotify’s name will be featured on FC Barcelona’s jerseys for the next four seasons.
Image by FC Barcelona/Spotify
Spotify will use this sponsorship 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, stated Spotify’s chief freemium business officer, Alex Norström.
Barcelona’s Nou Camp CREDIT: Alex Caparros/Getty Images
“Spotify is working with Barça to leverage our access to in-stadium elements to amplify artists and enable discovery,” He explains how dynamic digital displays can showcase and geo-target relevant artists to Barça’s TV audience. This potentially means Spotify will be investing in digital stadium ads that change depending on the location and the channel.
Norström hasn’t shared more on this exciting news but after the deal is ratified by FC Barcelona’s Extraordinary Delegate Members Assembly vote on April 3rd, we can expect more information regarding Spotify and the club’s new business.
You can read more about Spotify’s reasons for partnering with the world-class Catalan club here: https://newsroom.spotify.com/2022-03-15/spotify-and-fc-barcelona-announce-a-first-of-its-kind-partnership-to-bring-music-and-football-together/