Olivia Rodrigo x Spotify x Barça: Behind The Scenes

Spotify is utilizing its multi-year partnership with FC Barcelona to integrate music fandom into professional sports through a specialized jersey takeover. The music streaming platform has announced that Grammy Award winner Olivia Rodrigo will be the latest artist to have her branding replace the Spotify logo on the front of the FC Barcelona jerseys.

The initiative is part of a broader strategy by the tech company to bridge the gap between diverse global fan communities. The jersey takeover is scheduled to appear during two high-profile matches: the FC Barcelona Femení match against Levante on May 6 and the men’s El Clásico match against Real Madrid on May 10 at Spotify Camp Nou.

This collaboration occurs four years into the ongoing partnership between Spotify and FC Barcelona. Rodrigo is the eighth artist to be featured in this capacity and holds the distinction of being the youngest artist to participate in the jersey takeover tradition.

Previous artists who have undergone similar jersey swaps include:

• Ed Sheeran
• Travis Scott
• Coldplay
• KAROL G
• The Rolling Stones
• ROSALÍA
• Drake

The strategy focuses on the intersection of music and sports fandom to drive engagement. Marc Hazan, Senior Vice President of Marketing and Partnerships at Spotify, noted that the company aims to bring these distinct worlds together.

Olivia Rodrigo has built one of the most passionate fan communities in the world, and so has FC Barcelona. Fandom doesn’t have borders, and the most powerful thing Spotify can do is bring those worlds together. Putting her most dedicated fans in the room with her on the eve of El Clásico, that’s what this partnership was built for.

Marc Hazan, Senior Vice President, Marketing and Partnerships, Spotify

Beyond the athletic events, Spotify is implementing a fan-engagement activation in Barcelona on May 8. The event, titled Billions Club Live, is designed to celebrate tracks by Rodrigo that have been inducted into Spotify’s Billions Club, while also highlighting Livie culture.

The event serves as a lead-up to the El Clásico match, providing a physical touchpoint for the streaming service’s user base in the city. Rodrigo expressed her reaction to the collaboration and the opportunity to perform for her listeners in Barcelona.

Seeing OR on a Barcelona jersey for El Clásico, I don’t even know how to process that. On top of that, getting to perform for the fans who’ve been listening since day one, in a city like Barcelona, is going to be so special. That’s everything to me. Wait to see them.

Olivia Rodrigo