:strip_icc()/i.s3.glbimg.com/v1/AUTH_e536e40f1baf4c1a8bf1ed12d20577fd/internal_photos/bs/2022/1/x/EplneASNq56FEXkomMZA/2022-10-14-gettyimages-1408603922.jpeg "Barcelona will use rapper Drake’s logo on their uniform during the derby with Real Madrid | Marketing")
Historically known for having an aversion to promoting brands on their uniforms, Barcelona have taken another step to bury that fame once and for all. This Friday, the Spanish club announced that it would print a large owl, the logo of Canadian rapper Drake, on its shirt for the classic with Real Madrid on Sunday for the Spanish Championship.
The highlight of the Drake brand is the result of a partnership between the Catalan club and Spotify, one of the main sponsors of the team. The company decided to pay tribute to the rapper in Barca uniform as the Canadian became the first to reach 50 billion plays on the streaming app.
“Spotify has granted privileged space in the shirt as part of the partnership with the club. This is part of one of the actions that the two brands will carry out in search of innovative experiences for football fans, while seeking to help reach new audiences through music.” Barcelona said in a statement.
The club has indicated that similar measures will be taken in other games after the season. Barcelona and Spotify reached a sponsorship deal last season. The partnership runs for 12 years and even includes Camp Nou ‘naming rights’, in addition to branding the uniforms of the club’s men’s and women’s teams.
According to the Spanish press, the value of the agreement is close to 400 million euros (about 2.05 billion reais). Sponsorship deals struck by the Catalan side over the past decade ended a 112-year tradition for the club not receiving payment for stamping marks on their shirt.
Everything changed in 2011, when Barça, once again in a difficult financial situation, concluded a sponsorship deal with the Qatar Foundation, as their main highlight on their shirt.
“Typical zombieaholic. General twitter fanatic. Food fanatic. Gamer. Unapologetic analyst.”
