April 17 – FC Barcelona’s sponsorship with music streaming giant Spotify continues to blend football with music, with the upcoming El Clasico against Real Madrid on May 11 seeing the club feature Travis Scott branding on their iconic Blaugrana shirt.
The limited-edition jersey will replace the standard Spotify logo with elements connected to the American rap superstar, creating the marketing synergy that connects global music with world football. While the final design remains undecided, it’s expected to incorporate either Scott’s Cactus Jack logo, his name, or related imagery on one of football’s most recognisable shirts.
This collaboration follows Barcelona and Spotify’s established pattern of musical partnerships. Previous seasons have seen the club’s kit feature artists including Drake, Rosalía, The Rolling Stones, Karol G, and Coldplay. These activations typically coincide with concerts, new releases, or streaming milestones on the Spotify platform.
Spotify has served as Barcelona’s main sponsor since 2022, and El Clasico — considered one of the most-watched domestic matches globally — provides the perfect showcase for boosting shirt sales while elevating awareness of the streaming service.
Travis Scott, whose hit “SICKO MODE” became the first hip-hop song to spend 30 weeks in Billboard’s top ten, currently generates over 68 million monthly listeners on Spotify. These impressive numbers appeal not only to Barcelona but also to their kit manufacturer Nike, as both brands seek to strengthen their presence in North America.
While football purists might raise eyebrows at these commercial adaptations of the sacred Barca shirt, the club has strategically utilised their third-string kits for these collaborations, monetizing jerseys that typically generate less interest among hardcore supporters.
These special-edition shirts are produced in limited quantities, creating scarcity and potential resale value while driving short-term revenue spikes and significant social media engagement—something Scott would call “the highest in the room” when it comes to marketing impact.
Contact the writer of this story, Nick Webster, at moc.l1744983444labto1744983444ofdlr1744983444owedi1744983444sni@o1744983444fni1744983444