Spotify Brings Travis Scott to FC Barcelona’s Clásico Jersey in Latest Music–Football Integration.

Roger Hampel

Photo Credit: FC Barcelona

FC Barcelona and Spotify have announced their latest crossover activation, with Travis Scott’s Cactus Jack brand logo set to feature on the matchday jerseys during both the El Clásico men’s fixture on May 11 and the women’s Liga F match on May 18. This initiative marks the sixth time FC Barcelona has modified its jersey through the club's ongoing sponsorship deal with Spotify, aligning global music icons with one of football’s most-watched fixtures.

Music, Merch, and Marketing: A Multi-Channel Activation

The collaboration with Travis Scott is the latest in a series of Spotify-led jersey transformations, following previous partnerships with artists like Drake, ROSALÍA, The Rolling Stones, Coldplay, and KAROL G. It is part of Spotify’s broader strategy to use football as a global stage for music promotion.

In a first for the partnership, Travis Scott will also perform a live show in Barcelona the night before the Clásico. The concert, held at a private venue, is exclusively for fans selected via Spotify and represents a new layer of experiential marketing in the intersection of music and sport.

The Cactus Jack logo – representing Scott’s label, fashion line, and creative brand – will also appear on limited edition jerseys and a special lifestyle apparel collection, with products sold through Barça Stores, SNKRS, and TravisScott.com. Two collector-grade jersey editions will be available: one with 1,899 copies and a premium 22-piece edition signed by the players.

Strategic Objectives: Global Reach and Brand Synergy

From a business perspective, the campaign aims to:

• Leverage El Clásico’s global viewership to promote a crossover brand experience

• Deepen Spotify’s artist engagement strategy, extending beyond streaming into lifestyle and fashion

• Enhance Barcelona’s appeal to younger and international fans, especially those engaged in streetwear and music culture

• Boost merchandising revenue through exclusive product drops tied to a major sporting moment

Spotify’s Marc Hazan, VP of Partnerships and Marketing, called this the platform’s “most ambitious collaboration to date,” while FC Barcelona President Joan Laporta positioned it as a moment that goes “beyond the world of sports.”

Branding Meets Broadcast: Jersey as Media Real Estate

The Clásico jersey activation represents the most valuable real estate in football – with tens of millions of viewers worldwide, El Clásico offers one of the most visible sports marketing opportunities globally. The rotation of artist logos instead of a static sponsor brand is a unique model in football marketing, using short bursts of cultural relevance to generate viral attention and storytelling opportunities.

This strategy transforms the jersey from a sponsorship slot into limited-time IP, blurring the line between athlete, artist, and fan. In turn, it allows Spotify to create mini-campaigns around each matchday logo change, supported by exclusive content, product releases, and artist-driven promotion.

Cultural Impact and the Future of Football x Music Spotify Travis Scott FC Barcelona

As fan behavior continues to shift toward hybrid consumption of sport, music, fashion, and digital experiences, partnerships like Spotify x FC Barcelona showcase a new model for fan engagement. Travis Scott's inclusion — both visually and musically — underlines how music artists can become narrative partners in live sports experiences, not just halftime performers or playlist curators.

The campaign will also include a Barça Matchday playlist curated by Scott, reinforcing the brand’s audio-first identity even in visually driven campaigns.