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Since we introduced our international partnership with FC Barcelona in 2022, we’ve been discovering new methods to unite the worlds of music and soccer—amplifying artists, connecting followers, and making the matchday expertise much more memorable.
This summer season, we introduced that imaginative and prescient to life in South Korea for the very first time. As a part of FC Barcelona’s 2025 Asia Tour, we teamed up with Okay-Pop sensation ITZY for a localized marketing campaign that put Korean creativity entrance and heart.
With pleasant matches in Seoul and Daegu because the backdrop, our first Korea activation below the Spotify x FC Barcelona partnership gave us the right alternative to rejoice the fervour of Korean followers by way of music and sport.
“Bringing Spotify’s partnership with FC Barcelona to Korea is a powerful moment,” stated Marc Hazan, Vice President, Partnerships and Marketing, Spotify. “We’re proud to feature ITZY as a part of this collaboration, which celebrates Korean creativity on a global stage and reflects our mission to connect artists and fans in unforgettable ways.”
“South Korea has long been home to some of the most passionate football and music fans in the world,” stated Marc Bruix, Director of Partnerships, FC Barcelona. “Through this special partnership with Spotify, we’re excited to bring our global vision to life in a way that connects with local culture. Partnering with ITZY, a group that represents the vibrancy and global appeal of Korean music, perfectly reflects our shared ambition to reach new audiences and create unforgettable moments.”
“We had such a great time being part of this campaign,” stated the members of ITZY. “It was a fun opportunity to show how music and football can come together to create something truly exciting for fans everywhere.”
ITZY-curated playlists
We invited ITZY to take over Barça on Tour: Korea 2025, curating 30 tracks—together with 10 of their very own and 20 warm-up picks—to get followers hyped for kickoff. The playlist is out there globally on Spotify, with ITZY on the quilt sporting official FC Barcelona jerseys.
To preserve the momentum going, they’re additionally taking on WOR Okay OUT—Korea’s No. 1 exercise playlist on Spotify, with greater than 1.3M followers—beginning August 9. It’s filled with their favourite tracks to maintain post-game power excessive.
Matchday moments
To amplify the spirit of the event, Spotify and FC Barcelona produced unique content material that includes a particular meet-and-greet between ITZY and Barça gamers at Seoul World Cup Stadium. The interactive footage was shared throughout socials, bringing followers even nearer to this distinctive second.
Pitch-side presence
During the Seoul match, followers noticed Spotify branding throughout LED boards, goal-line signage, and press backdrops, they usually’ll be seeing extra of it in Daegu. We additionally took over considered one of Seoul’s most iconic digital shows, Gangnam Media Sync, to share the marketing campaign with town.
From jersey takeovers with international superstars like Travis Scott, Coldplay, KAROL G, The Rolling Stones, ROSALÍA, and Drake to localized cultural campaigns like this one with ITZY, our partnership with FC Barcelona continues to show soccer right into a inventive canvas that celebrates artists and the followers who love them.
Want extra from Spotify x FC Barcelona? Follow FC Barcelona’s official profile on Spotify or go to our devoted For The Record hub to remain in tune. Getting prepared for the subsequent match? Hit play on the Barça on Tour: Korea 2025 playlist curated by ITZY, or try their official artist profile.