As part of FC Barcelona’s 2025 Asia Tour, Spotify celebrates Korea’s creative culture by, spotlighting ITZY and strengthening its mission to connect artists and fans worldwide
SEOUL, SOUTH KOREA – August 4, 2025: Spotify — the world’s most popular audio streaming subscription service, and FC Barcelona are bringing their landmark global partnership to South Korea for the very first time. As part of the 2025 FC Barcelona Asia Tour, the Club played a friendly match against FC Seoul on July 31 at Seoul World Cup Stadium and is set to face Daegu FC on August 4 at Daegu Stadium.
In celebration of this historic moment, Spotify teamed up with K-Pop sensation ITZY to lead a culturally resonant campaign that bridged music and football, reinforcing Spotify’s mission to support artists and connect fans across the globe through the power of creativity.
This marked the first official campaign under the Spotify x FC Barcelona partnership in Korea, a multi-year collaboration launched in 2022 that redefined traditional sponsorships by putting artists at the forefront of stadium, jersey, and fan experiences.
“Bringing Spotify’s partnership with FC Barcelona to Korea is a powerful moment,” said Marc Hazan, Vice President, Partnerships and Marketing, Spotify. “We’re proud to feature ITZY as a part of this global collaboration that 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,” said 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,” said the ITZY members. “It was a fun opportunity to show how music and football can come together to create something truly exciting for fans everywhere.”
Activation Highlights:
- Playlist Collaborations
- Barça On Tour: Korea 2025 by ITZY
Launched on July 28 and running through August 8 (KST), ITZY’s curated takeover of FC Barcelona’s official Matchday playlist features 30 tracks, 10 of their own and 20 warm-up picks chosen by the members. The playlist is available globally on Spotify, with ITZY showcased on the cover wearing official FC Barcelona’s jerseys.
- WOR K OUT Playlist Takeover
Starting August 9, ITZY will also take over Korea’s top workout playlist (1.3M followers), featuring their favorite tracks to keep post-match energy high and extend campaign visibility beyond game day.
- On & Off-Pitch Media Presence
- Spotify branding was integrated throughout the Seoul match experience via LED boards, goalline static signage, and media backdrops and will continue to be visible during the upcoming Daegu match.
- The campaign also reached broader audiences through large-scale OOH placements in Seoul’s Gangnam Sync, further strengthening Spotify’s cultural presence in Korea.
- Matchday Experience and Content Creation
- Spotify hosted a VIP viewing event during the Seoul match, bringing together artists, partners, and tastemakers to drive buzz and social chatter around the campaign.
- A tailored content shoot featuring ITZY and FC Barcelona players was captured at Seoul World Cup Stadium. Produced by FC Barcelona, the content will be distributed across digital and social channels to amplify global fan engagement.
Spotify continues to transform its partnership with FC Barcelona into cultural canvases, spotlighting artists, celebrating creativity, and giving fans new ways to engage with music through football. From global jersey takeovers with Travis Scott, Coldplay, KAROL G, The Rolling Stones, ROSALÍA, and Drake, to localized editorial activations, the partnership has helped artists reach new fans around the world in powerful, visual ways.
The Korea leg of FC Barcelona’s 2025 Asia Tour is organized by D-Drive, with Genesis BBQ serving as the main sponsor of the Seoul match.
About Spotify Technology S.A.
Spotify transformed music listening forever when it launched in 2008. Discover, manage and share over 100 million tracks and 7 million podcasts titles, for free, or upgrade to Spotify Premium to access exclusive features for music including improved sound quality and an on-demand, offline, and ad-free music listening experience. Today, Spotify is the world’s most popular audio streaming subscription service with 696m users, including 276m subscribers in over 180 markets.
