Campaign 1: Travis Scott X FC Barcelona
Since Spotify became the main sponsor of FC Barcelona, each El Clásico match has been accompanied by a marketing campaign featuring a renowned musical artist: Coldplay, Shakira, Drake, The Rolling Stones, Karol G, and most recently, Travis Scott.
The collaboration between FC Barcelona, Spotify, and Travis Scott for the El Clásico on May 11, 2025, marks a significant milestone in the convergence of sports, music, and global marketing. This partnership has transcended the boundaries of the football pitch, generating substantial impact in terms of visibility, engagement, and revenue for the club.
The strategy behind this alliance pursued several key objectives. Firstly, innovation in sports marketing—by integrating urban and musical culture into the football experience. Secondly, audience expansion—aiming to attract younger demographics and fans of urban music, particularly followers of Travis Scott. Lastly, revenue generation—by capitalizing on the collaboration through the sale of exclusive merchandise and unique fan experiences.
For El Clásico, FC Barcelona players wore a special edition jersey featuring the Cactus Jack logo, the personal brand of Travis Scott. Two limited editions were released (in addition to the standard kits with the artist’s logo). The “Match Limited” edition consisted of 1,899 units priced at €399.99, which sold out in under an hour. Additionally, a “Signed” edition—22 jerseys autographed by the starting players from both the men’s and women’s teams—was sold for €2,999.99 each.
Moreover, a lifestyle clothing collection inspired by Travis Scott’s creative universe was launched, available at the club’s official stores and on the artist’s website.
However, the campaign extended beyond the sporting and commercial realms. On May 10th, the night before the match, Travis Scott performed his first-ever concert in Barcelona at an exclusive event for fans selected through Spotify. The show took place at an iconic location in the city, transforming into an immersive experience that blended music and football.
FC Barcelona achieved a historical record in single-match revenue as the home team, generating €11 million during El Clásico. This figure includes the sale of jerseys and other merchandise linked to the collaboration with Travis Scott.
Travis Scott’s presence at the match and his enthusiastic celebration of Barça’s goals attracted widespread media attention and went viral on social media, further strengthening the club’s image as an innovative entity deeply connected to popular culture.
The collaboration with Travis Scott has been a successful marketing strategy that enabled FC Barcelona to:
- Strengthen its global brand: By connecting with new audiences and establishing itself as a benchmark in the fusion of sports and culture.
- Generate significant revenue: Through the sale of exclusive products and unique experiences.
- Innovate the fan experience: By offering content and events that go beyond traditional football.
This campaign exemplifies how partnerships between sports clubs and artists can create powerful synergies, expanding both the reach and relevance of the brands involved.
To provide some data highlighting the impact of this collaboration—something FC Barcelona can be proud of—the launch video of the jersey and the partnership garnered an impressive 127 million views.
Additionally, it received 2.6 million likes and nearly 16,000 comments.
Here’s the video!
On another note, the American rapper delivered one of the most iconic celebrations of the season. After going all out in the stands of the Estadi Olímpic Lluís Companys, he went viral across social media.
A video of his celebration reached 40.5 million views, cementing its place in the memory of football fans everywhere.
Campaign 2: Lamine Yamal X Two Jeys
The collaboration between Lamine Yamal and the Catalan jewelry brand TwoJeys for El Clásico on October 26, 2024, at the Santiago Bernabéu stands out as one of the most innovative and symbolic marketing actions in recent football history. This initiative merged sport, fashion, and youth culture, generating a significant impact across sporting, commercial, and social spheres.
The joint strategy between Yamal and TwoJeys pursued several key objectives. First, differentiation and authenticity—aiming to create a unique, personalized image for Yamal that highlighted his youth and individual style. Second, innovation in sports marketing—introducing fashion and jewelry elements into the football world, breaking away from traditional boundaries. Lastly, connecting with a younger audience—engaging newer generations through an action that reflects their interests and lifestyles.
The braces worn by Lamine Yamal during the match were designed by TwoJeys in collaboration with the Autrán Dental Clinic. Crafted from white gold and enameled with six blaugrana stars, they symbolized his bond with FC Barcelona. This unique piece not only met all medical and safety standards but also represented a striking fusion of sport and fashion.
The campaign was launched through the social media channels of both TwoJeys and Yamal himself, generating widespread anticipation. A TikTok video showcasing the creation process of the custom braces surpassed ten million views, while Instagram posts accumulated over one million likes within a matter of hours.
During El Clásico, Yamal scored a goal and celebrated by showing off his braces to the camera—fulfilling a promise made to the creators of TwoJeys. This celebration quickly became an iconic image, reinforcing his status as a young star with a distinctive personal style.
Beyond the sporting and commercial spheres, the campaign also had a notable social impact. The founders of TwoJeys highlighted that the initiative could help normalize the use of braces among teenagers, addressing insecurities and self-esteem issues.
The collaboration between Lamine Yamal and TwoJeys can be considered a resounding success on multiple levels:
- Innovation: Introducing a fashion element into a high-level sporting context.
- Visibility: Significant media coverage and viral traction across social media platforms.
- Emotional connection: Building a meaningful bond with a younger audience through an authentic and impactful initiative.
This campaign exemplifies how creativity and authenticity can generate profound impact, transcending the traditional boundaries of sports marketing.
If we analyze the announcement post of the collaboration between Lamine Yamal and TwoJeys, the video reached nearly 2.8 million likes and over 7,000 comments.
Notably, this post did not feature Lamine Yamal’s own profile. Had the young player shared or participated in the post, the numbers would likely have been even higher.
Check out the post!
But the engagement didn’t stop there—just a few days after the match, a behind-the-scenes video showing the creation process of the custom braces was released. The clip offered fans an exclusive look at the craftsmanship and creativity behind the project, quickly going viral and reaching nearly 5 million views.
Here’s the making-of!
Campaign 3: Spreen X Speed and Deportivo Riestra
The debut of the well-known Argentine streamer Spreen (Iván Buhajeruk) in an official Argentine Primera División match with Deportivo Riestra in November 2024 sparked one of the most high-profile controversies at the intersection of marketing, sport, and digital culture. His appearance, which lasted less than a minute, was widely perceived as a marketing stunt, triggering a wave of criticism from fans, media outlets, and professional football figures alike.
Spreen’s participation in the match against Vélez Sarsfield resulted from a commercial agreement between the energy drink brand Speed—sponsoring both the streamer and the club. The primary goal was to leverage his popularity, boasting over 17 million followers across Twitch, YouTube, and Instagram.
The campaign aimed to:
- Attract a new, younger audience by connecting with Generation Z and digital consumers.
- Increase brand and club visibility, generating significant media impact both nationally and internationally.
- Experiment with new sports promotion formats by integrating content creators into official sporting events.
Spreen was registered as a professional player less than three months before the match and was named in the starting lineup wearing number 47. However, he was substituted for Gustavo Fernández after just 59 seconds on the field, without having touched the ball. Coach Cristian Fabbiani justified the move as part of a contractual agreement with the sponsor, stating, «Iván sells cans, and the can pays me.»
The maneuver was widely criticized as a sign of disrespect toward football and the players who strive to reach the top tier. Figures such as Juan Sebastián Verón and Lionel Scaloni voiced their disapproval, with Scaloni calling for exemplary measures to prevent similar situations from occurring again.
The Argentine Football Association (AFA) launched an investigation into a possible breach of the code of ethics, while the public prosecutor’s office began inquiries into potential illegal betting linked to the event.
Despite the criticism, the campaign achieved significant media coverage. Spreen’s debut made headlines in multiple countries, and social media was flooded with comments and memes about the incident. The club issued a statement apologizing to those who felt offended, while reiterating that the objective was to attract new audiences.
The positive aspects of this three-way partnership were:
- Massive visibility: The action generated significant media impact, shining a spotlight on both the club and the sponsoring brand.
- Connection with a young audience: It brought football closer to a younger, more digital-savvy demographic.
This case exemplifies the risks of integrating content creators into professional sports without proper planning. While initiatives like the Kings League have demonstrated the potential of such collaborations in alternative formats, applying them in official competitions requires careful consideration to preserve sporting integrity.
The campaign surrounding Spreen’s debut in Argentine professional football stands out as an example of how marketing can generate significant visibility, but also how it can provoke backlash if the values and integrity of the sport are not respected. It is essential that future collaborations between content creators and sports organizations are developed with respect and consideration for the essence of the game.
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Campaign 4: Leganés x Ibai Llanos
The CD Leganés campaign featuring Ibai Llanos achieved unprecedented media reach for a Second Division football team. Several specialized media outlets described it as a “groundbreaking action in Spanish football.” Ibai’s logo — a silhouette of his face with the YouTube symbol — appeared on the front of the team’s jersey. Ibai himself announced the partnership on Twitter, generating over one million views and 22,000 likes.
Fans and followers responded massively to the reveal: journalistic sources highlighted that the collaboration had a “major impact on social media and news outlets.” Ibai’s community, mainly composed of a young audience, actively followed the match and the event, generating viral content (reactions, videos, and memes) across Twitter, TikTok, and YouTube.
The campaign’s impact extended far beyond local boundaries. International media outlets and sports marketing blogs (ReasonWhy, LatinSpots, AS Esports, TyC Sports, among others) covered the news and discussed its reach. For instance, the sports platform Movistar+ highlighted it as “an unprecedented collaboration” in football, while TyC Sports pointed out that a similar initiative had already occurred in Argentine football — referring to the case of streamer Spreen with Club Colón.
Scheduling the campaign during a Copa del Rey match at Real Madrid’s stadium — a major televised event — further amplified public attention. Overall, the campaign stood out as a successful example of earned media: it generated widespread press and social media mentions without direct advertising costs, significantly boosting the club’s visibility.
CD Leganés has built a reputation as an innovative club in terms of marketing, open to fresh and “daring” ideas.
The club’s communication department has previously launched eye-catching campaigns — such as creative posters for each match, promotions aimed at season ticket holders (e.g. symbolic rewards if players like Mbappé or Yamal missed a goal), or collaborations with streetwear brands that sold out immediately. The partnership with Ibai Llanos fits within this disruptive strategy, aiming to project the club’s brand beyond traditional football and into the digital and entertainment space.
Ibai himself highlighted this alignment of values, describing Leganés as a “humble” club and praising their boldness, calling the idea “very cool.” The club’s relaxed and playful attitude — as a modest team from the Madrid metropolitan area — fits perfectly with Ibai’s informal style, who said: “It seems like a collaboration unlike anything else”
In short, the campaign reinforces the positioning of what we could call a Leganés 2.0: a modern, open club that connects with younger audiences and is willing to experiment with new forms of sports communication and marketing.
The operation was designed primarily to attract a young, digital-savvy audience.
Ibai Llanos’ followers — mostly between the ages of 15 and 35, with a strong presence on the internet and social media — were the main target audience. The collaboration has helped bring these new followers closer to the club: as LatinSpots highlights, the campaign succeeded in making Ibai’s community “not only watch the match, but also get to know CD Leganés better.”
Ibai himself pointed out that he has extended the club’s reach into regions where he is a major figure (for example, Latin America):
“I think this will be positive for Lega, especially in territories where Ibai is very well known and the club was relatively unknown.”
This impact is also reflected in the club’s digital following data.
Prior to the campaign, Leganés already stood out for its unusually large online audience: according to recent statistics, the club has over 5 million total followers on social media and around 2 million on TikTok — more than some historic teams like Real Zaragoza (zertior.com). The visibility brought by Ibai may have helped sustain this growth trend.
In terms of engagement, the club recorded spikes in interaction (comments, shares, and content views) around the shirt reveal, with many fans posting photos and videos wearing the Lega × Ibai kit.
In short, a younger audience has been drawn in to actively engage with the club’s digital platforms.
The case of Leganés with Ibai is unique in Spain, but there are precedents in other clubs and countries seeking to grow their digital audiences.
For example, in Argentina, Club Colón signed the Argentine streamer Spreen as an official sponsor: his logo and name have appeared on both sleeves of the team’s shirt since mid-2024 (tycsports.com).
At the national level, R.C. Celta de Vigo made a similar move in a creative sense: club president Marián Mouriño gifted an entire match to the television program “La Revuelta”, and the players wore the show’s logo on their sleeves during the match against Betis (February 8, 2025).
Also worth mentioning are initiatives like FC Barcelona’s special jerseys sponsored by Spotify, where limited editions have included references to musical artists (Rosalía, Travis Scott, etc.).
In comparison, the Leganés-Ibai collaboration stands out because it involves a digital content creator directly partnering with a traditional football club — a phenomenon still quite rare. Other countries like Argentina (Spreen) or media partnerships (La Revuelta–Celta) have been notable exceptions, already creating a buzz among younger fans.
In all these cases, the motivation is similar: merging online entertainment with sport to attract new followers and generate media attention.
Although it was a one-off action, the club also monetized it: a limited edition “Lega × Ibai” jersey was released for sale. According to the club, only a limited number of units were produced and they were sold at an official price of approximately €62.99 (adult) and €58.49 (youth). These sales, although limited in volume, represented additional income and a source of revenue for the club.
At the same time, the campaign did not involve a long-term commercial sponsorship contract (the media reserve that concept for formalized agreements), but Ibai was prominently featured as a one-time sponsor alongside Leganés’ existing partners.
From a broader perspective, the club’s visibility has increased. Its social media channels have continued to grow: Leganés is now one of the Spanish league’s most followed clubs online, with 5 million total followers, including 2 million on TikTok.
It has also attracted new international sponsors, although not directly through Ibai. For instance, in July 2024, the club signed SportyTV (an African sports broadcaster) as a sleeve sponsor, further strengthening its global brand presence.
In summary, the campaign reinforced Leganés’ commercial positioning as a disruptive, globally-minded club, and generated tangible benefits through shirt sales and increased digital engagement.
Campaign 5: CatCuler and FC Barcelona
On November 29, 2024, FC Barcelona unveiled «Cat,» a new mascot created to celebrate the club’s 125th anniversary. Cat is a wildcat inspired by the club’s crest and the native wildlife of Catalonia. Its debut generated widespread media coverage and social media buzz.
Since its introduction, Cat has appeared at various matches at the Lluís Companys stadium, interacting with fans and players. However, coinciding with Cat’s arrival, the team experienced a series of home defeats, leading some supporters to jokingly label the mascot as a «jinx.» This sentiment was reflected in comments and memes across social media, increasing the mascot’s visibility but also sparking some controversy.
The introduction of Cat is part of a broader club strategy to modernize its image and connect with a younger audience. The mascot incorporates identity elements such as the four stripes of the Senyera on its forehead and the blaugrana colors, reinforcing its ties to Catalan culture. Additionally, Cat has a presence on social media with the handles @catculer on Instagram and TikTok, aiming to establish a direct connection with younger, digital-savvy followers.
The creation of Cat was commissioned to DDT Special Effects, a company renowned for its work in film productions, bringing a high level of quality and detail to the mascot’s design.
The main objective behind introducing Cat was to attract a younger and family-oriented audience, providing a figure with which children and teenagers could identify. However, the mascot’s debut coincided with a series of poor sporting results, which generated a mixed reaction among fans. While some welcomed the mascot enthusiastically, others associated it with bad luck, creating a negative narrative around it.
Despite this division, the mascot has sparked interest among supporters, with many expressing a desire to purchase Cat-related products, such as plush toys. This demand indicates potential for future marketing and merchandising initiatives.
The introduction of mascots is a common practice among many football clubs to strengthen their brand image and connect with younger audiences. In Spain, other clubs like Real Sociedad with «Txurdin,» Betis with «Palmerín,» or Girona with «Sisa» have successfully implemented mascots. In this context, FC Barcelona’s initiative with Cat aligns with industry trends, although the initial response has been more polarized.
At the digital level, Cat’s presence on social media has helped increase the club’s visibility among younger audiences, although no specific data has been published regarding its impact in terms of followers or interactions.
The introduction of Cat as FC Barcelona’s mascot represents an effort to modernize the club’s image and connect with new generations of supporters. Although the initial response has been mixed, combining enthusiasm and skepticism, the initiative has the potential to establish itself as an effective marketing and loyalty tool if managed properly. The key will be to address negative perceptions and capitalize on the commercial opportunities associated with the mascot.
