Throughout the years, the Spotify and Barcelona partnership has redefined the front of shirt sponsorship by replacing Spotify's logo with various artists logos for the biggest fixture in Spanish football, el classico. Artists featured included Coldplay, Drake, Rolling Stones and most recently Travis Scott to name a few. An opportunity for Barcelona to interact with a global audience of varying age groups and interests beyond football. These limited edition football jerseys increase merchandise revenue as fans don't only want access to redefined artists merchandise, but commemorate a classico fixture. Unlocking eclectic brand experiences and attracting new consumers in a sports landscape charecterised by lifelong loyal fanbases which make new customer acquisition extremely difficult as football fans rarely change clubs.

In a digital landscape which content amplifies the relationship between brands and consumers, Spotify has launched player playlists, interviews and podcasts to shed light on various players' music taste and an opportunity for sporting fans to learn Barcelona's history.

The Spotify partnership has featured invite-only live concerts that broaden Barcelona's matchday weekend activities as fans are treated to an eclectic brand experience beyond the pitch. In line with Spotify's artist driven marketing campaigns which grace various prestigious locations across the world such as Time Square, Barcelona's home games feature Spotify ads which promote various latest releases by artists across the globe.

The Spotify and Barcelona partnership has revolutionised the relationship between rightsholders and corporates as brand visibility is not the sole key performance indicator. Sports sponsorships are now a catalyst to heightened cultural conversations that drive customer acquisition and increased revenue by engaging passion points of eclectic sporting fans united by their love for the club with their varying interests due to their vast age gap and socio-economic background.