April 18 – Colombian music artist Karol G is the next artist to benefit from Spotify’s association with FC Barcelona, as the club unveils the latest limited-edition kit ahead of El Clasico this Sunday.
Karol G’s barbed wire heart insignia will occupy the front-of-shirt sponsor position in place of the usual Spotify logo.
The partnership between FC Barcelona and Spotify has already featured collaborative kits with American rapper Drake and most recently British rock band The Rolling Stones.
Karol G will make a signature appearance at El Clasico this weekend – which has become the staple for such collaborations . A special and limited edition Barcelona kit will go on sale.
The barbed wire heart insignia first appeared on the FC Barcelona Women’s shirt for their Liga F fixture victory over Villarreal on Saturday, christening the collaboration with a 5-1 win.
With the campaign comes two special editions of the shirt that can be purchased via the FC Barcelona store: 1899 units of the Match quality collaboration shirt, and 22 units of a signed variant. These will feature alongside a limited collection of lifestyle items including shirts, hoodies, scarves, beanies and water bottles marking the collaboration.
Karol G’s appearance on the shirt reflects an eagerness for the club to connect with the LatAm audience – a market where La Liga dominates over Europe’s other top five leagues.
The Colombian singer is a significant figure in the LatAm entertainment industry, standing as the most streamed female Latin music artist worldwide on Spotify for the last four years in a row.
Juli Guiu, FC Barcelona vice-president for marketing, said: “Changing the logo on the shirt has become one of the most iconic and successful parts of the relationship between Barça and Spotify.
“The anticipation as to who will be the next chosen artist generates conversation at all levels for weeks and the resulting impact when the news is finally announced can be measured on a global level. This time, the choice of an artist as renowned as Karol G helps us, together with Spotify, to create synergies outside of sport and to connect with a new generation of Barça fans around the world”.
Contact the writer of this story, Harry Ewing, at moc.l1713955447labto1713955447ofdlr1713955447owedi1713955447sni@g1713955447niwe.1713955447yrrah1713955447