This weekend, FC Barcelona wore the iconic owl logo of Canadian musician Drake on their jerseys for the El Clásico encounter with rivals Real Madrid C.F.This celebrated the fact that Drake is the first artist to get to 50 billion Spotify streams.
Barcelona and Spotify agreed last season to a 12-year-partnership that includes the naming rights of Camp Nou Stadium and putting the name of the audio-streaming service on the jerseys of the men's and women's teams. Spanish media reported that the deal was worth 400 million euros (over $540 million). The logo swap between Spotify and Drake on the weekend was part of their partnership marketing strategy to offer innovative experiences for football fans, as well as helping to reach new audiences through music. You can expect to see more logo swaps in the future with other artists. This isn't the first time a headlining musician has collaborated with a football club. In the past, we can find The Rolling Stones x Paris Saint-Germain or Bob Marley x AFC Ajax for example.
How can your partnerships support your business objectives by tapping into new audiences?
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